Message Tone Research Articles

The Effects of Message Tone and Formats of CSR Messages on Engagement in Social Media

As more consumers are interested in sustainability issues and evaluate brands based on their social responsibility issues involved, firms are using social media platforms in order to communicate with consumers about Corporate Social Responsibility (CSR) activities. However, the current literature focuses mostly on factors drive engagement of promotional messages, while little evidence was found in the literature on how to design effective CSR messages on social media to engage consumers. Using over 3,000 branded posts on Facebook and Twitter, this research explores factors that help CSR messages become more engaging in social media. The results show that, on average, CSR messages had a negative significant effect on consumer engagement. However, CSR messages became more engaging when designed with emotional appeals, longer texts, and a hashtag. While marginal, CSR messages with informational appeals and humor undermined the effect of CSR messages on engagement. Finally, we explore different types of CSR messages by their beneficiary scope and the role of brands in the message and discuss what message contents drive more engagement in social media. This research contributes to the academic literature and managers by providing new insights on how to design CSR messages for effective communications in social media.

The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments.

Evidence across social science indicates that average effects of persuasive messages are small. One commonly offered explanation for these small effects is heterogeneity: Persuasion may only work well in specific circumstances. To evaluate heterogeneity, we repeated an experiment weekly in real time using 2016 U.S. presidential election campaign advertisements. We tested 49 political advertisements in 59 unique experiments on 34,000 people. We investigate heterogeneous effects by sender (candidates or groups), receiver (subject partisanship), content (attack or promotional), and context (battleground versus non-battleground, primary versus general election, and early versus late). We find small average effects on candidate favorability and vote. These small effects, however, do not mask substantial heterogeneity even where theory from political science suggests that we should find it. During the primary and general election, in battleground states, for Democrats, Republicans, and Independents, effects are similarly small. Heterogeneity with large offsetting effects is not the source of small average effects.

Using participatory methods to build an mHealth intervention for female entertainment workers in Cambodia: the development of the Mobile Link project.

The HIV epidemic in Cambodia is strongly and disproportionately concentrated among key populations. One important hard-to-reach key population is the expanding community of female entertainment workers (FEWs). HIV as well as other sexual and reproductive health (SRH) outcomes including sexually transmitted infections (STIs), contraception, and gynecologic health are also substandard among FEWs. To address these concerns, a mobile health intervention (mHealth) using short message service (SMS) and voice message (VM) services-the Mobile Link project-was constructed. This paper aims to describe the development of this mHealth intervention that used participatory methodologies and to illustrate how these findings can be useful in future mHealth projects. This intervention development process used an iterative, participatory approach. Twenty-seven focus group discussions (FGDs) covering SRH topics were designed and conducted and implemented across four provinces in Cambodia. Additionally, six in-depth interviews (IDIs) were conducted with FEWs living with HIV in Siem Reap and Phnom Penh. Data from the FGDs and IDIs were analyzed using content and matrix analysis methods to identify prioritized themes for messages. Two data validation workshops were organized to present the prioritized themes to FEWs and outreach workers (outreach workers) for validation. The workshops included activities stimulating participation such as listening to sample messages in order to determine health priorities as well as message tone and style. The findings from the qualitative research provided guidance on how to tailor the intervention to the FEW community in terms of the tone, timing, content and delivery mode of the messages. Participants preferred a friendly, professional female voice for VM. Participants revealed that health priorities such as gynecologic issues (vaginal infections/irritation) and cervical and breast cancer, were emphasized more than HIV and family planning. Participants also reported a number of misconceptions about contraception, particularly around oral contraceptives and intrauterine devices, and STI transmission. Participants expressed the need to build trust in outreach workers and linkages, affirming the emphasis on the link within the Mobile Link project. Lastly, from the IDIs, FEWs living with HIV highlighted wanting supportive/messages to address depressive feelings that may stem from their perceived stigma. Utilizing participatory methodologies was demonstrated to be useful in intervention content creation and program implementation. As a result of this intervention development process, the research team gleaned lessons that may be applicable to future mHealth projects including the idea of adding some layers of choice to mHealth interventions for further tailoring at the individual level and the importance of human contact and trusting relationship.

The turn-taking mechanism in classroom interactions of public high school 2 Ambon

A special feature of class interaction discourse relates to typical elements of context. The elements of the context include the participants, the background, the topic, the nature of the message, and the message tone. Teachers are more dominant to organize the course of teaching and learning activities, such as topic selection, topic development, and control of conversation topics or learning topics. Teachers determine the direction of a conversation or turn-taking, ie when an opportunity is given to students to speak and when to take the rotation-said. The characteristics of learning conversations are (1) the participants are teachers and students, (2) the conversation is done during the teaching and learning activities, (3) the conversation has a purpose, and the topic is related to the learning objectives. . In addition teachers also have certain rights that usually appear in the teacher-centered classroom. These rights include (a) participating in all interactions, (b) initiating interactions, (c) determining the time to participate, (d) determining who is given the opportunity to interact, (e) determining who gets a turn more than once, and (f) closing the interaction. The mechanism of teacher-student turn-taking in classroom learning activities can be done by (1) getting opportunities (2) stealing opportunities, (3) seizing opportunities, (4) replacing, and (5) continuing.

Switched On: How the Timing of Aversive Content in Traffic Safety Videos Impact Psychophysiological Indicators of Message Processing

ABSTRACTThis study investigates how timing of the introduction of unpleasant emotional tone in a traffic safety video impacts the intensity of the viewer’s emotional experience. Traffic safety advertising is a multi-million-dollar business in the United States. In many instances, 30–60 s ads are produced to raise awareness of the consequences of unsafe behaviors with the expectation that simply providing information will motivate safer behaviors.Producing videos intended to generate behavior change requires a complex understanding of what motivates behavior. Behavior change theory, neuroscience, and psychophysiology all provide guidance to improve the persuasive power of traffic safety videos.This study consisted of a 3 (message tone) × 3 (video) × 4 (order) repeated measures within subjects designed experiment. Participants (N = 75) were 20–30-year-old men who were shown nine traffic safety videos. Arousal intensity, attention, and negative emotion were tracked with the psychophysiological measures of skin conductance (measuring intensity of arousal), heart rate (measuring attention paid during the video), and corrugator muscle activation (measuring the negative emotional experience). Videos with three different aversive tones were used, low, high, and videos in which the tone switched from low to high aversive. Aversive tone is defined as stimuli that motivate a desire to escape or avoid something like death or pain. All videos were designed to prevent motor vehicle crashes.The results obtained from this study indicate that when attempting to persuade males aged 20–30 to practice safer driving behaviors, switched message tone appears to be the most effective message design in terms the intensity of emotional arousal and maintenance of attention.

Functions of emojis in WhatsApp interaction among Omanis

This paper examines the functions of emojis as used by Omani men and women friends and relatives in messages exchanged on WhatsApp. The data consists of naturally occurring WhatsApp conversations taken from one male-only and one-female only WhatsApp groups. In order to determine the types of emojis used and the frequencies, I used what Herring (2004) describes as “coding and counting” in her description of computer-mediated discourses analysis. Then, I performed a qualitative analysis of selected extracts using theories and methods of interactional sociolinguistics. In line with studies such as Dresner and Herring (2010), the analysis of select, representative excerpts including various emojis demonstrates that emojis do not only serve as indicators of users’ emotions, but also serve many other communicative functions. They can serve as what Gumperz (1982) calls “contextualization cues”; indication of celebration; indication of approval of others’ messages; responses to expressions of thanks and compliments; conversational openings and closings; linking devices; and indication of the fulfillment of a requested task. In other words, emojis serve to create alignments between participants, structure interactive exchanges, and indicate message tone.

A Border Strategy Analysis of Ad Source and Message Tone in Senatorial Campaigns

Political advertising is controversial, as there is widespread concern about money from political action committees (PACs and super PACs) distorting the democratic process. Studying advertising effectiveness is, however, a challenging topic for several reasons, including the endogenous nature of fundraising and ad spending rates. However, the extensive use of targeting based on designated marketing areas (DMAs) creates a setting in which neighboring counties with comparable demographics receive different levels of advertising exposure. In this paper, we leverage these advertising discontinuities along DMA borders to study the relative effectiveness of political advertising on vote shares and turnout rates in 2010 and 2012 senatorial elections. We find that negative advertising sponsored by PACs is significantly less effective than that sponsored by candidates in affecting two-party vote shares and voter turnout. A 1% increase in negative advertising by the candidate produces a significant 0.015% lift in the candidate’s unconditional vote shares. By contrast, negative advertising from PACs is ineffective in increasing its supported candidate’s unconditional vote share. Further analysis reveals that the competitiveness of races moderates the effectiveness of political advertising, providing implications for those managing candidates’ campaigns, PACs, and super PACs. Data and the online appendix are available at https://doi.org/10.1287/mksc.2017.1079 .

Student Perceptions of Workplace Communication During Co-Operative Work Term Experiences

Cooperative education gives students the opportunity to observe important interpersonal skills while applying their technical knowledge. Eighty students on their second and third coop work terms described communication incidents in face-to-face, mobile text, and mobile voice situations perceived to have shaped relationships with their managers. Richness is provided by a qualitative analysis that asks students to express their feelings about how they are talked to by their supervisors. Results identify some apparent themes with respect to the use of message content and tone, media selection and message timing. They also show that students appear to value face-to-face communication and reveal that social extra-role relationships are important to student feelings of self-efficacy and attributions of manager effectiveness. These connections may form the basis for student development of their own communication styles. The results lead to suggestions of how to make the learning of communication skills more tangible within coop programs.

Consumer perspectives on mHealth for weight loss: a review of qualitative studies

Introduction With increasing development and use of mobile health (mHealth) interventions for weight loss in overweight and obese populations, it is timely to gain greater insight into consumer experience with these technologies. The aims of this review were to identify common themes across studies that included user preferences for mHealth intervention for weight loss. Methods The databases PubMed (Medline), CINAHL, Web of Science, and Embase were searched for relevant qualitative studies on mHealth for weight loss. Searches were conducted in May 2016. Results Several common high preference themes were identified relating to simple and attractive apps that allowed for self-monitoring with feedback. The five key themes concerning text messages for weight loss involved a careful consideration of personalization, message tone, structure, frequency and content. Key optimization themes for weight loss apps were personalization, simplicity with appeal and engagement/entertainment. Common identified benefits of mHealth for weight loss included self-monitoring, goal setting, feedback, ability to motivate, educate, and remind. Common barriers users identified were related to technological and psychological issues as well as message overload/inappropriate timing of messages. Conclusion When planning an mHealth weight loss intervention, critical factors are the message tone, structure and the frequency of message delivery. Personalization also seems to be important. Designing simple apps while still ensuring that they engage the user is also essential. Additionally, it seems important to tailor the content in accordance with different target group demographic preferences. The successful reach and adoption of mHealth interventions requires minimizing perceived barriers and maximizing perceived benefits.

Evaluation of a multinational, multilingual vaccine debate on Twitter

BackgroundPublic confidence in an immunization programme is a pivotal determinant of the programme’s success. The mining of social media is increasingly employed to provide insight into the public’s sentiment. This research further explores the value of monitoring social media to understand public sentiment about an international vaccination programme. ObjectiveTo gain insight into international public discussion on the paediatric pentavalent vaccine (DTP-HepB-Hib) programme by analysing Twitter messages. MethodsUsing a multilingual search, we retrospectively collected all public Twitter messages mentioning the DTP-HepB-Hib vaccine from July 2006 until May 2015. We analysed message characteristics by frequency of referencing other websites, type of websites, and geographic focus of the discussion. In addition, a sample of messages was manually annotated for positive or negative message tone. ResultsWe retrieved 5771 messages. Only 3.1% of the messages were reactions to other messages, and 86.6% referred to websites, mostly news sites (70.7%), other social media (9.8%), and health-information sites (9.5%). Country mentions were identified in 70.4% of the messages, of which India (35.4%), Indonesia (18.3%), and Vietnam (13.9%) were the most prevalent. In the annotated sample, 63% of the messages showed a positive or neutral sentiment about DTP-HepB-Hib. Peaks in negative and positive messages could be related to country-specific programme events. ConclusionsPublic messages about DTP-HepB-Hib were characterized by little interaction between tweeters, and by frequent referencing of websites and other information links. Twitter messages can indirectly reflect the public’s opinion about major events in the debates about the DTP-HepB-Hib vaccine.

Preferred Tone of Nutrition Text Messages for Young Adults: Focus Group Testing.

BackgroundYoung adults are a particularly hard to reach group using conventional health promotion practices as they do not see nutrition messages as personally relevant to them. Text messaging (short message service, SMS) offers an innovative approach to reaching young adults to support and promote dietary behavior change.ObjectiveThe aim of this study was to develop and test tonal preferences for nutrition text messages among young adults using focus groups.MethodsA total of 39 young adults aged 18-30 years residing in Perth, Western Australia participated in four focus groups. Participants briefly discussed their perception of healthy eating and their responses to messages about increasing fruit and vegetables, and reducing “junk food” and alcohol intake. They ranked their preference for 15 nutrition messages across 3 dietary behaviors (fruit and vegetables, junk food, and alcohol) with 5 different message tones (authoritative, empathetic, generation Y, solutions, and substitutions) and identified the messages most likely to persuade young adults to change their diet. A 5-point ranking of the nutrition messages was from the most likely to least likely to persuade (1-5). The focus groups were conducted by a trained facilitator and observer and were recorded. Data driven content analysis was used to explore themes. Tonal preferences and potential motivators were collated and frequencies presented.ResultsParticipants ranked offering substitutes (29%, 11/39) and using empathy (22%, 9/39) as the most persuasive message techniques in improving diets of young adults, with low responses for Generation Y (17%, 7/39), solutions (17%, 7/39), and authoritative (15%, 6/39) tones. Females were more likely to consider substitution messages persuasive (35%, 7/20) compared with males (22%, 4/19). A greater proportion of males compared with females considered authoritative messages persuasive: (22%, 4/19) compared with (7%, 1/20). There is a strong preference for a substitution tone for fruit and vegetable messages (52%, 20/39), and no overall message tone preference for junk food and alcohol messages. Substitutions were viewed as helpful and practical. Empathy was liked as it acknowledged previous efforts. Responses to authoritative tone were mixed with some feeling guilt while others found them informative. Acceptability of the solutions depended on the behavioral change and acceptability of the solution proposed. Generation Y tone had some support for junk food and alcohol messages, and if favored, was considered casual, humorous, catchy, and motivational.ConclusionsSubstitutions and tone of empathy were favored as the most likely execution styles to motivate nutrition behavior change across all participants. There is no “one size fits all” with different tones preferred by individuals for different dietary behaviors. Although text messaging provides instant message delivery direct to the individual, these results demonstrate the complexity of developing motivational nutrition message for young adults. These findings reveal the importance of considering the tone and content and pretesting messages for health promotion text message interventions.

Dimensions of effective CSR communication based on public expectations

ABSTRACTThrough surveying a representative sample of the general public about what they expect from companies’ corporate social responsibility (CSR) communication, this study empirically examines predictors to evaluate CSR communication. An initial measurement was identified through an exploratory factor analysis, and the initial measurement model was refined via a confirmatory factor analyses. The study identified six essential CSR communication dimensions: (1) informativeness, (2) third-party endorsement, (3) personal relevance, (4) message tone, (5) consistency, and (6) transparency. These six constructs revealed satisfactory reliability, discriminant validity, and convergent validity. The findings offer an integrated theoretical and methodological basis for evaluating effective CSR communication practice, filling an important missing link between CSR activities and their outcomes.

Designing Gain- and Loss-Framed Messages to Increase Physical Activity among University Students Living in two Different Cultures

Designing Gain- and Loss-Framed Messages to Increase Physical Activity among University Students Living in two Different Cultures

Negative campaigning, fundraising, and voter turnout: A field experiment

Why do candidates risk alienating voters by engaging in negative campaigning? One answer may lie in the large empirical literature indicating that negative messages are more effective than positive messages in getting individuals to do many things, including voting and purchasing goods. Few contributions to this literature, however, gather data from a field environment with messages whose tone has been validated. We conduct field experiments in two elections for local office which test the effect of confirmed negative and positive letters sent to candidates’ partisans on two measurable activities: donating to the candidate and turning out to vote. We find that message tone increases partisan support in ways that may help explain the persistence of negative campaigning. Negative messages are no better than positive messages at earning the candidates donations, but negative messages yield significantly higher rates of voter turnout among the candidates’ partisans relative to positive messages. Positive messages, however, are not neutral relative to no message.

Negative Campaigning, Fundraising, and Voter Turnout: A Field Experiment

Negative campaigning is a recurring feature of political competition, though its persistence is puzzling in light of research showing that the public dislikes it. Why do candidates risk alienating voters by going negative? One answer may lie in the large empirical literature on persuasion indicating that negative messages are more effective than positive messages in getting individuals to do many things, including voting and purchasing goods. Negative messages may work better because they contain more information, and individuals use this to update beliefs when making decisions. Or, the tone of the message may change preferences, without providing additional information. Which element, information or tone, underlies the effectiveness of such messages has not been clearly identified. We attempt to do so by using a field experiment in two elections for local office. We test the effect of a negative letter, a positive letter, or no letter sent to partisans on two measurable activities: campaign donations and voter turnout. We find no effect of message tone on campaign donations. However, we do find that tone is important in driving voter turnout, and this effect is separate from the effect of information. In our environment, going negative never hurts the candidates.

A formative evaluation of social media campaign to reduce adolescent dating violence.

BackgroundThe Emory Jane Fonda Center implemented the Start Strong Atlanta social marketing campaign, “Keep It Strong ATL”, in 2007 to promote the development of healthy adolescent relationships and to foster the prevention of adolescent dating abuse among 11-14 year olds.ObjectiveA formative evaluation was conducted to understand whether messages directed at the target audience were relevant to the program’s relationship promotion and violence prevention goals, and whether the “Web 2.0” social media channels of communication (Facebook, Twitter, YouTube, Flickr, Tumblr, and Pinterest) were reaching the intended audience.MethodsMixed methodologies included qualitative interviews and a key informant focus group, a cross-sectional survey, and web analytics. Qualitative data were analyzed using constant comparative methodology informed by grounded theory. Descriptive statistics were generated from survey data, and web analytics provided user information and traffic patterns.ResultsResults indicated that the Keep It Strong ATL social marketing campaign was a valuable community resource that had potential for broader scope and greater reach. The evaluation team learned the importance of reaching adolescents through Web 2.0 platforms, and the need for message dissemination via peers. Survey results indicated that Facebook (ranked 6.5 out of 8) was the highest rated social media outlet overall, and exhibited greatest appeal and most frequent visits, yet analytics revealed that only 3.5% of “likes” were from the target audience. These results indicate that the social media campaign is reaching predominantly women (76.5% of viewership) who are outside of the target age range of 11-14 years.ConclusionsWhile the social media campaign was successfully launched, the findings indicate the need for a more focused selection of communication channels, timing of media updates to maximize visibility, balancing message tone and delivery, and incorporating differentiated messaging for the target audiences. Collaboration with parents and community partners is also emphasized in order to expand the campaign’s reach and create more channels to disseminate relationship promotion and dating violence prevention messaging to the intended audience.

Steps in Tailoring a Text Messaging–Based Smoking Cessation Program for Young Adults

Steps to develop or refine text messaging–based interventions are largely missing from the literature. Here, the authors describe steps in refining Stop My Smoking USA, a text messaging–based smoking cessation program for smokers 18–25 years old. Research activities included the following: needs assessment focus groups (n = 35); a content advisory team to affirm message acceptability (n = 10); and two beta tests to confirm technological feasibility (n = 12 and 28, respectively). Various recruitment strategies were tested to identify the optimal methods to reach young adult smokers ready to quit. Each stage of the refinement process yielded new insights, resulting in improved message content and tone, an effective recruitment strategy, and the identification and subsequent resolution of technology challenges. Findings suggest that young adults prefer messages that provide concrete behavioral strategies to overcome cravings, and which are positive in tone. Craigslist was the most efficient recruitment method and yielded a sample that was racially and economically diverse. Despite a successful beta test of initial technological feasibility, extensive problems were subsequently experienced in a beta test of the technological feasibility of the entire program. Iterative program refinement and adaptation on the basis of user input is necessary to ensure salience, while extensive field testing is required to ensure proper functioning of technology-based programs.

Exploring the "active ingredients" of an online smoking intervention: a randomized factorial trial.

Research needs to systematically identify which components increase online intervention effectiveness (i.e., active ingredients). This study explores the effects of 4 potentially important design features in an Internet-based, population-level smoking intervention. Smokers (n = 1,865) were recruited from a large health care organization, regardless of readiness to quit. Using a full factorial design, participants were randomized to 1 of the 2 levels of each experimental factor (message tone [prescriptive vs. motivational], navigation autonomy [dictated vs. not], e-mail reminders [yes vs. no], and receipt of personally tailored testimonials [yes vs. no]) and provided access to the online intervention. Primary outcomes were self-reported 7-day point-prevalent smoking abstinence and confirmed utilization of adjunct treatment (pharmacotherapy or phone counseling) available through the health plan at 1 year. Outcomes were also assessed at 2 and 6 months and were examined among all enrolled participants (intent-to-treat [ITT]) and all who viewed the intervention (modified ITT). At 1 year, 13.7% were abstinent and 26.0% utilized adjunct treatment. None of the contrasting factor levels differentially influenced abstinence or treatment utilization at 12 months. In the modified ITT sample, smokers receiving testimonials were less likely to use adjunct treatment at 6 months (odds ratio = 0.54, 95% confidence interval = 0.30-0.98, p = .04). None of the design features enhanced treatment outcome. The negative effect observed for testimonials is provocative, but it should be viewed with caution. This study offers a model for future research testing the "active ingredients" of online interventions.

Emotional Appeals are used in Social Advertising: Content Analysis on Turkish Case

Advertisements appear as the most effective means of announcing the social campaigns and projects. The advertisements with social dimension are the very first of the communication attempts performed for the purpose of informing society about social issues and creating changes in their beliefs and attitudes. The purpose of this study is to reveal the creative contents used in social advertisements in Turkey. The scope of the study consists of printed social advertisements, which are awarded Crystal Apple given annually by Turkish Association of Advertising Agency. The chosen advertisements were investigated under 8 categories including the subject of the advertisements, execution strategy, types of execution, message tone, choice of words, formats, communication of advertised company/brand and advertising appeals.

A qualitative study of the coverage of influenza vaccination on Dutch news sites and social media websites

BackgroundInformation about influenza and the effectiveness of vaccination against influenza is largely available on the Internet, and may influence individual decision making about participation in future influenza vaccination rounds. E-health information has often been found to be inaccurate, or even to contradict Health Authority recommendations, especially when it concerns controversial topics.MethodsBy means of an online media monitoring programme, Dutch news sites and social media websites were scanned for the Dutch counterparts of the terms influenza, vaccination, vaccine and epidemic during February, March and April 2012. Data were processed with QSR NVivo 8.0 and analysed using a general inductive approach.ResultsThree overarching themes were found in both media sources: (1) the (upcoming) influenza epidemic, (2) general information regarding the virus, its prevention and treatment, and (3) uncertainty and mistrust regarding influenza vaccination. Social media tended to report earlier on developments such as the occurrence of an influenza epidemic. The greatest difference was that in social media, influenza was not considered to be a serious disease, and more opposition to the flu shot was expressed in social media, as compared to news media.ConclusionsNews media and social media discussed the same topics regarding influenza, but differed in message tone. Whereas news media reports tended to be more objective and non-judgmental, social media more critically evaluated the harmfulness of influenza and the necessity of the flu shot. Media may influence decision making and behaviours of Internet users and may thereby influence the success of vaccination campaigns and recommendations made by health authorities. Social media may be more of a problem in this sense, since it is neither controlled nor censored. Future research should investigate the actual impact of Internet media on the influenza decision making process of its users.