Health persuasion through emoji: How emoji interacted with information source to predict health behaviors in COVID-19 situation

Abstract

By providing health information through visual communication, public health organizations can effectively guide and persuade people to adopt healthy behaviors, which is critical in the context of public health crises. In this study, drawing upon congruity theory and the premise of visual communication, we examined how information source and emoji may shape people’s preventive and self-protective behaviors through perceived fear (PF) and perceived controllability (PC). Using a convenience sample of 210 participants, we conducted a 2 (emoji: with versus without) × 2 (information source: official versus unofficial) between-subject experiment. The results indicated that, compared with nonuse, the use of emoji in information resulted in higher PF, stronger preventive behavioral intention (PBI), and lower PC. In addition, a strong interaction effect was observed between emoji and the source of information on PBI. When emoji were added to health information released by an unofficial organization, the text outperformed that from an official agency in persuading people to adopt preventive behaviors. Furthermore, we determined that PF mediated the effect of emoji on PBI, but only for unofficial information sources. These results provide a reference for enhancing the effectiveness of health information including visual cues, such as emoji.