Abstract
Despite the potential utility of the Internet as a health promotion medium, relatively few studies have been devoted to online health promotion strategies and appeals in cross-cultural settings. This study explores how theory-based health promotion strategies and appeals are used differently in US and South Korean weight-loss websites. The findings of this study indicate that collectivistic culture-bound health promotion strategies are more prevalent in South Korean weight-loss websites than in their US counterparts. Furthermore, testimonials were the most dominant appeals shared by the two countries’ websites while the use of advertising appeals (i.e., comparison, caricature/animation, demonstration, threat, and sex appeals) is significantly different between the two countries. Practical implications for both health communication and international advertising are discussed in detail.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.