Positive Intentions Research Articles

Analyzing the Influence of Social Media Marketing Strategies on Consumer Purchase Intentions Mediated by Trust

This study investigates the influence of social media marketing strategies on consumer purchase intentions, emphasizing the mediating role of consumer trust. With the increasing reliance on social media platforms for brand engagement, understanding how marketing efforts shape consumer views has become essential. A quantitative approach was employed, utilizing a survey of 100 social media users to gather data on their experiences with various marketing strategies, levels of trust, and purchase intentions of brands. The analysis revealed that social media marketing strategies have a direct effect on consumer purchase intentions (β = 0.21) but significantly amplify their impact through trust (indirect effect β = 0.34). The results indicate that higher levels of trust in brands enhance positive consumer purchase intentions, corroborating existing literature that highlights the importance of trust in marketing effectiveness. The study recommends that brands prioritize trust-building initiatives, including transparent communication and authentic engagement, to improve consumer purchase intentions. As social media continues to evolve, the findings suggest that fostering trust will be increasingly crucial for brands aiming to connect with discerning consumers. Future research should explore the impact of emerging technologies on consumer trust within social media marketing contexts.

Racial Disparities in a Teen Pregnancy Prevention Program: Abstinence-Only Versus a Comprehensive Sexuality Education Program.

Despite overall declines in risky teen sexual activity, racial and ethnic disparities persist. This study compared abstinence-only and comprehensive teen pregnancy prevention (TPP) programs to explore the effects of the programs on teen sexual activity-related outcomes that may differ by race/ethnicity. Program evaluation data were collected from 7th-grade students in comprehensive (N = 3244) and abstinence-only (N = 3172) TPP programs. Differences between outcomes by TPP program were analyzed using chi-square tests and logistic regression for each racial/ethnic group. Black and Hispanic students were significantly less likely to indicate positive attitudes, intentions, and behaviors at baseline. Only white students significantly improved in both programs from pre- to post-assessment. Native American students in the abstinence-only program were significantly less likely than Native American students in the comprehensive sexuality programming to improve from pre- to post-assessment regarding male sexuality, refusal skills, sex and teen norms, and sexual abstinence. The findings suggest that youth of diverse racial/ethnic backgrounds do not enter TPP programs with similar attitudes, intentions, or behavior regarding appropriate sexual behavior and that the impact of such programs also may vary by race and ethnicity.

The Upside of Rejection: How to Turn Setbacks into Stepping Stones for Success

When you are passed over for a development position, it is natural to feel disheartened. However, failure is not just a part of growth; it is the most crucial element. This article explores how to transform career setbacks into opportunities for personal and professional development. By focusing on self-reflection through the lenses of character and competency, maintaining enthusiasm, and embracing a mindset of positive intent, you can turn rejection into a stepping stone toward greater success. Evaluating whether to stay in your current organization or seek opportunities elsewhere involves weighing factors such as purpose and growth potential. Ultimately, each rejection becomes an invaluable lesson, enhancing your resilience and preparing you for future opportunities. This approach not only builds stronger leaders but also underscores that every setback is a chance to propel yourself forward in your career journey.

Predicting Behavioral Intentions of Hair Salon Visitors Using a Goal-Directed Behavior Model

This study investigated the effects of subjective norms, negative expectation emotions, positive expectation emotions, attitudes, perceived behavior, aspiration, and behavioral intentions for beauty salon visitors. To this end, a total of 322 questionnaires were distributed to beauty salon customers in Seoul. Using SPSS22.0, the collected data are analyzed by frequency analysis, reliability analysis, regression analysis, and mediated regression analysis, and the results are, first, the higher the positive prediction emotion, the higher the aspiration. Second, it was found that the attitude of beauty salon visitors affects behavioral intentions. Third, the higher the aspiration, the higher the behavioral intention. In summary, the behavioral factors of visiting beauty salons are not related to aspiration and behavioral intention. It is expected to increase the visit rate. It is expected that there will be more reliable follow-up studies through the subdivision of various variables with a wide range of age and region.

Effect of Transition Shock on Intention to Stay in Newly Graduated Nurses : The Mediating Effect of Positive Psychological Capital

Purpose : This study was conducted to identify the relationship between transition shock and intention to stay among newly graduated nurses and the mediating effect of positive psychological capital. Methods: This was a cross-sectional study that included a total of 155 newly graduated nurses at one hospital, recruited from June to September 2023. The data were analyzed using SPSS 27.0 and SPSS PROCESS macro model 4. Results: There were significant relationships between transition shock and intention to stay (r=-.47, <i>p</i> ＜.001), transition shock and positive psychological capital (r=-.64, <i>p</i> ＜.001), and positive psychological capital and intention to stay (r=.51, <i>p</i> ＜.001). Positive psychological capital showed a mediating effect in the relationship between transition shock and intention to stay among newly graduated nurses.Conclusion: These results indicated that transition shock directly affected newly graduated nurses’ intention to stay, indirectly affecting it through positive psychological capital. Therefore, programs and strategies to reduce transition shock and increase positive psychological capital are needed in order to improve newly graduated nurses’ intention to stay.

Determinants of Citizens' Intention to Participate in Self-Led Contact Tracing: Cross-Sectional Online Questionnaire Study.

Contact tracing (CT) is a key intervention to contain outbreaks of communicable diseases. During large-scale outbreaks, public health services may lack the resources required to perform CT effectively. One way of mitigating this issue is to shift some of the tasks in CT normally performed by public health services to cases and their contacts, supported by digital tools. We refer to this as "self-led CT." However, while the effectiveness of the self-led CT inherently depends on the willingness and skills of citizens to participate, the determinants of citizens' intention to participate in self-led CT are not yet fully understood. We aimed to identify determinants of Dutch citizens' intention to participate in self-led CT and assess their potential for behavioral change, so as to identify "behavior change targets," which may be used in the development and implementation of self-led CT to increase citizens' intention to participate. In March 2022, we performed an online cross-sectional questionnaire study. The questionnaire was developed based on findings from a previous exploratory semistructured interview study and distributed among a Dutch consumer panel. Using all questionnaire items as potential predictors, we performed a random forest analysis to identify determinants of citizens' intention to participate in self-led CT. We then performed an Agglomerative Hierarchical Cluster Analysis to identify groups of related determinants that may be considered overarching behavior change targets. Finally, we used Confidence Interval-Based Estimation of Relevance and calculated the Potential for Change Indices to compare the potential for behavioral change of the selected individual determinants and determinant clusters. The questionnaire was completed by 3019 respondents. Our sample is representative of the Dutch population in terms of age, gender, educational level, and area of residence. Out of 3019 respondents, 2295 (76%) had a positive intention to participate in self-led CT. We identified 20 determinants of citizens' intention that we grouped into 9 clusters. In general, increasing citizens' trust in the digital tools developed for self-led CT has the highest potential to increase citizens' intention, followed by increasing the belief that using digital tools makes participating in self-led CT easier, reducing privacy-related concerns, and increasing citizens' willingness-and sense of responsibility-to cooperate in CT in general. Overall, Dutch citizens are positive toward participating in self-led CT. Our results provide directions for the development and implementation of self-led CT, which may be particularly useful in preparing for future, large-scale outbreaks.

Developing HPV Vaccination Communication Strategies: Assessing Knowledge, Attitudes, and Barriers Among Healthcare Professionals in Kazakhstan

Background: Cervical cancer, predominantly caused by human papillomavirus, remains a major public health issue globally and in Kazakhstan, where it ranks among the most common cancers in women. A pilot HPV vaccination programme in Kazakhstan was suspended in 2017 due to mass parental refusals, and it is planned to be restarted in the coming years. This study aims to assess the knowledge, attitudes, barriers, and sources of information about HPV and the HPV vaccine among healthcare professionals in Kazakhstan. Methods: A cross-sectional study (December 2022–May 2023) involving 1189 healthcare professionals in Kazakhstan used a self-administered questionnaire. Statistical analysis included descriptive statistics, mean knowledge score, between-group comparisons, and binary logistic regression to identify factors linked to higher knowledge and vaccine recommendation. Results: The study found that the average knowledge score for HPV and the HPV vaccine among participants was 11 out of a possible 18. Correct answers to the questionnaire were observed more frequently among physicians than among nurses (p < 0.001). In our study, 72.6% of healthcare professionals expressed a positive intention to recommend the HPV vaccine. The likelihood of recommending the HPV vaccine was significantly higher among those with higher knowledge of HPV and its vaccine (OR 1.8; 95% CI 1.3–2.5; p < 0.001), those familiar with cervical cancer patients (OR 2.0; 95% CI 1.5–2.8; p < 0.001), and those with positive attitudes towards the COVID-19 vaccine and childhood vaccination (OR 2.3 and 1.5, respectively). Healthcare professionals identified key barriers to HPV vaccination, including public mistrust (49.4%), fear of side effects (45.9%), and insufficient knowledge among healthcare professionals themselves (30.3%). Information from the internet, including articles and journals, was the most commonly used source of information, followed by social media and colleagues. Conclusions: The disparities identified call for a tailored, multifaceted communication strategy that addresses the diverse needs of health professionals to address the differences in awareness between different groups, in order to ensure successful implementation and coverage of HPV vaccination across Kazakhstan.

Understanding tourists’ ambassador role of their origin places from perspective of residents’ attitudes towards tourists

Recognizing the pivotal role of tourists as ambassadors for their hometown is imperative, as it relates to the dynamic host-guest relationship, thereby significantly influencing the sustainable tourism progress in both their originating locations and the visited destinations. To delve deeper into this ambassadorial role, this study employed the tripartite model of resident attitude, which bridges the intricate interplay between residents’ cognitive, affective, and conative attitudes towards tourists. 204 U.S. people have been enrolled through Amazon’s Mechanical Turk to finish semi-structured questionnaire about their attitudes towards Chinese outbound tourists. Leximancer, a computer-assisted qualitative data analysis approach was applied. Results demonstrated that neutral or positive cognitive-attitudes U.S. residents held towards Chinese tourists exceeded negative cognitive attitudes. Further analysis inferred that it was the interpretation or attribution of cognitive attitudes that would induce residents’ different emotional feelings and behavioral intention. Positive interpretation would lead to positive feeling (i.e., admiration) and positive intention to visit China. Negative interpretation would lead to negative feeling (i.e., contempt) and negative intention to visit China. This research provided implications for destination management organization of tourists’ origin place to incorporate outbound tourists as their place ambassadors.

A Quantitative Cross-Sectional Study on the Behavioral Intentions of Polish Medical and Healthcare Students Regarding Interprofessional Collaboration in Their Future Clinical Practice

Background/Objectives: Since the importance of robust theory-driven research is emphasized in medical education and little data are available on the intentions of medical and healthcare students regarding interprofessional collaboration, this study aimed to analyze the behavioral intentions of Polish medical and healthcare students to undertake interprofessional collaboration in their future work. This study follows the assumptions of the theory of planned behavior, including analysis of the students’ attitudes, subjective norms, and perceived behavioral control in this regard. Methods: Data were collected from March to July 2023 on the population of students at Poznan University of Medical Sciences (Poland) using a questionnaire developed using dedicated manuals on the theory. Results: The students demonstrated generally positive behavioral intentions and attitudes, with a mean total attitude score of 103.13 ± 33.31 in a possible range of −231 to 231. Their sense of social pressure to engage in interprofessional collaboration was weak to moderate positive, as indicated by their total subjective norm score equal on average to 57.01 ± 42.98 in a possible range of −189 to 189, or mixed when evaluated directly. Furthermore, even though they presented a neutral or moderately positive direct assessment of their perceived behavioral control, its indirect measure was weak to moderately negative, with a mean total perceived behavioral control of −80.78 ± 59.21 in a possible range of −231 to 231. Conclusions: The findings suggest that students’ perceptions of mixed social pressure and the presence of barriers or obstacles to collaboration may negatively impact their perceived ease and willingness to collaborate, even despite their initially positive attitudes towards it.

Green hotels visit intention among young adults: integrating the familiarity, novelty, trust, perceived risk, and theory of planned behaviour

Previous hospitality research typically focuses on consumers’ positive attitudes and intentions toward addressing an existing research gap in the literature on consumer attitude and behaviour in green hotel marketing. Those studies have frequently neglected to investigate the effects of negative attitudes and perspectives. This study aims to explore the relationships between seven indicators of perceived risk, familiarity, novelty, trust, attitude, subjective norm, perceived behavioural control, and intention to visit green hotels. A total of 606 questionnaires were collected and analysed using structural equation modelling. Results showed that perceived risk negatively influences trust, subjective norm, and perceived behavioural control. Familiarity positively influences perceived risk but negatively influences attitude. Novelty negatively influences perceived risk and attitude, while trust positively influences attitude and intention. Subjective norm positively influences attitude, perceived behavioural control, and intention, and attitude influences intention. This study provides an alternative negative factor perspective on green hotel visitation using a theoretically driven approach.

Exploring the Role of Tourist Pro-Environmental Behavior in Autonomous Vehicle Adoption: A TPB and PLS-SEM Approach

As businesses and governments increasingly explore innovative strategies to promote pro-environmental behavior, autonomous vehicles (AVs) have emerged as a key initiative for fostering sustainable communities. However, the specific norms—personal, descriptive, and subjective—that influence behavioral intentions regarding AV adoption remain underexplored. This research addresses this gap by integrating the extended theory of planned behavior (TPB) with pro-environmental variables to examine both direct and indirect influences on behavioral intentions. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the proposed model was validated with data from 516 domestic Chinese tourists. The findings highlight that subjective norms and trust significantly shape positive intentions toward adopting autonomous vehicles. Furthermore, environmental knowledge and concerns exert a significant indirect impact on these intentions, underscoring the complex interplay of factors that drive pro-environmental behavior. These results provide valuable insights for policymakers and practitioners aiming to enhance the acceptance of AVs in China and offer a foundation for future research on the role of norms in technology adoption.

Exploring users' fluidity and adaptation in virtual worlds: metaverse features and interaction of awe and realism

PurposeMetaverse technology has attracted much attention in many contexts, including industry, education, marketing and business. Some recent studies have focused on qualitative studies based on the actual definition of the metaverse. However, practical research related to metaverse platforms remains in its infancy. This study provides actionable insights into the determinants of metaverse adoption by using perceived fluidity.Design/methodology/approachA two-stage structural equation modeling (SEM) approach and Hayes’ Macro approach are used to examine the proposed hypotheses.FindingsResults show that technology features (e.g. real-time rendering, interactivity and immersion) increase users’ perceived fluidity, which in turn leads to positive intentions to use the metaverse. A high level of perceived realism is not an advantage for metaverse technology and plays a negative moderating role in this mechanism. The interaction of awe with technological features can enhance the negative moderating effects of realism.Originality/valueThis study pioneers the examination of perceived fluidity as a key determinant of metaverse adoption, offering a novel perspective beyond traditional factors. It uniquely identifies the paradoxical role of perceived realism, demonstrating its potential negative impact on user experience. In addition, the research highlights the reinforcing effect of awe on this relationship.

Collaborative conservation for snow leopards: Lessons learned from successful community‐based interventions

AbstractCollaborative conservation interventions based on engagement with local communities are increasingly common, especially for large carnivores that negatively impact people's livelihoods and well‐being. However, evaluating the effectiveness of large‐scale community‐based conservation interventions is rarely done, making it problematic to assess or justify their impact. In our study focused on snow leopards (Panthera uncia) in five countries, we show that bespoke and well‐implemented community‐based and conflict management intervention efforts can lead to more sustainable conservation outcomes. Collaborative interventions, spread over about 88,000 km2 of snow leopard habitat, reduced livestock depredation and disease and associated economic costs. Additionally, they generated conservation‐linked livelihoods and enhanced community decision‐making, leading to more positive behavioral intent toward snow leopards and improved communities’ cooperation, economic security, and confidence. Our results provide lessons learned and recommendations for practitioners and governments to alleviate conflicts and foster coexistence with snow leopards and large carnivores more broadly. These include prioritizing locally led tailored solutions based on the PARTNERS principles, recognizing local community rights in conservation decision‐making, and recognizing the role of social norms in ensuring accountability.

Encountering risk with resilience for experiences: a case study on tourism in a conflicted tourist destination

Purpose This paper aims to unravel how tourists balance their novel experiences with risk perceptions, psychological resilience and behavioral intentions. Additionally, it explores how tourists' personalities moderate the relationship between experiences and travel intentions. Design/methodology/approach A total of 234 self-administered questionnaires were distributed to a diverse group of tourists who recently explored the Srinagar region to capture their perspectives. The data obtained was analyzed using Smart PLS-SEM. Findings This study revealed that the impact of perceived terror risk on behavioral intentions is not statistically significant. Instead, tourists' experiences significantly influence psychological resilience and behavioral intentions. Tourists with higher resilience are inclined to perceive these experiences as aiding in managing negative feelings. Research limitations/implications The study's focus is confined to one conflict zone within the country due to research constraints, excluding other areas. Practical implications This research provides practical insights for destination management authorities and highlights areas for improvement for tourism service providers and the government in the Srinagar region, as well as other conflict regions. Emphasizing mutual respect between locals and tourists can foster community-based tourism, enhancing the region's appeal and promoting positive intentions for all involved parties. Social implications This study examines how local communities in conflict-affected areas adjust to and manage the presence of tourists, with an emphasis on building resilience and support systems. Additionally, it explores how travel decisions and behaviors are influenced by tourists' perceptions of safety and how these perceptions can influence broader societal attitudes toward areas affected by conflict. Evaluating the local population's economic reliance on tourism may result in changed social dynamics, as well as possible exploitation or over-reliance on industry. Promoting mutual understanding and cultural interchange between locals and visitors may have a positive impact on efforts to promote social cohesion and peacebuilding. Originality/value This study broadens the scope of the existing literature on destination attributes in conflict zones, offering a unique perspective on the intrinsic features of this issue. The solutions proposed in this study contribute a novel dimension to the current literature.

Analysis of the Relationships between Residents’ Perceived Social Impacts of a Publicly Subsidized Multipurpose Facility and Behavioral Intentions

Despite challenging economic conditions, municipalities have justified the utilization of public subsidies to build or renovate multipurpose sports facilities due to the lack of modern features and the aging of existing facilities. To secure public support for the utilization of public subsidies, promises are often made about the transformative potential of events and teams for the community. The current study aims to examine the relationship between residents’ perceived social impact and their behavioral intentions regarding a newly developed multipurpose sports facility. The survey instrument was administered to assess residents' perceived social impacts related to the multipurpose sports facility as well as their behavioral attributes. The findings revealed that perceived social impacts such as community development and economic benefits significantly influenced the attendance of future sports and entertainment events as well as word-of-mouth on sports and entertainment events. Respondents’ level of involvement and attendance in sports and entertainment events were significant predictors of positive behavioral intentions and word-of-mouth. Lastly, certain demographic variables indicated significant relationships with behavioral attributes. This study highlights the importance of understanding residents’ perceived social impact concerning their behavioral attributes. The findings can be used by policymakers and administrators to plan and execute the facility development using public subsidies, aiming to reduce social conflicts and enhance social cohesion among residents.

Impacts of knowledge and trust on consumer perceptions and purchase intentions towards genetically modified foods.

Genetically Modified Foods (GMF) have emerged as a significant topic within the global food industry, provoking extensive debates over their safety and impact on consumer choices. This research aims to explore the impact of knowledge and trust in GMF on Vietnamese consumers' perceptions and their subsequent purchase intentions. By employing a quantitative methodology, this study gathered data from 424 valid respondents. The research model focuses on five constructs: knowledge, trust, perceived benefits, perceived risks, and purchase intentions. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test hypotheses and examine the interrelationships among these constructs. The results showed that increased knowledge of GMF is linked to heightened perceptions of benefits and reduced perceptions of risks, thereby elevating purchase intentions. Trust in GMF significantly enhances perceived benefits but does not significantly affect risk evaluation, although it is positively correlated with purchase intentions. Moreover, perceptions of greater benefits are positively associated with higher purchase intentions, whereas increased risk perceptions negatively influence them. These results underscore the complex relationship among knowledge, trust, perceived benefits, and perceived risks in shaping consumer purchase intentions toward GMF. The study proposes a comprehensive model delineating how knowledge and trust impact Vietnamese consumers' perceptions and purchase intentions regarding GMF. These findings provide implications for policymakers, business managers, and marketers, emphasizing the importance of disseminating transparent information, prioritizing trust-building, and adopting nuanced communication strategies. By effectively enhancing perceived benefits and addressing perceived risks, these strategies aim to foster positive consumer intentions and behaviors toward GMF.

Barriers to mobile personal health assistant in patients living with diabetes.

Continued use of a digital health assistant that helps patients living with diabetes to self-manage and deal with complex problems in order to enhance their health status is a healthcare priority. The objective was to explore the barriers related to the use of a mobile personal health assistant for patients with type 2 diabetes. Eighty-one participants were offered a personal health assistant through a smartphone application. They completed a questionnaire after initial training (T0) and after 1month's experience (T1). Most had a positive behavioral intention before using it, but the opposite was found after 1month. There were positive correlations between behavioral intention and the eight related factors. The strongest correlations were with satisfaction and perceived usefulness at T0 and T1, respectively. The factors' mean values decreased after 1month. The best predictors of behavioral intention were satisfaction and performance expectancy at T0 and T1, respectively, which predicted the status of 88.4% and 82.7% of the sample. Our findings will help health experts to build better tools that satisfy patients and meet their expectations.

Impact of Gamification on Intention to Donate Using Crowdfunding Platform: Evaluating the Mediating Roles of Affective User Experience and Trust

Crowdfunding platforms are seen as potential solutions to facilitate disintermediated giving, where people can go directly to the public for help with their difficulties. Although disintermediation is widespread and active in the crowdfunding industry, the fiercely competitive environment, combined with concerns about personal data use and unethical conduct, has resulted in an enormous number of campaigns failing. Therefore, it is crucial to investigate factors that influence contributors’ intention to participate in the crowdfunding platform. Using a self-administered survey, this research collected data from 339 individuals with initial knowledge of crowdfunding activities. The results of hypothesis testing indicate that gamification has a direct positive impact on affective user experience and trust in the platform but insignificantly affects donation intention on a crowdfunding platform. Interestingly, the mediating role of affective user experience and trust are established. The results lead to the discussion that gamification alone not directly impact donors' intentions to contribute on crowdfunding platforms, it significantly influences intention when mediated by affective user experience and trust in the platform. The substantial contribution of the relationship between gamification and trust in the platform, emphasizing the importance of user experience as a key precursor to positive behavioural intentions in online and gamified environments.

Social networks and COVID-19 vaccination intention in Dutch middle-aged and older adults in 2020: Insights into individual, interpersonal, community, and societal determinants – The SaNAE study

BackgroundSocial networks, our social relationships, influence the spread of infectious diseases and preventive behaviors such as vaccination. Here, we aimed to assess which individual, interpersonal (social network characteristics), community and societal factors are associated with coronavirus disease 2019 (COVID-19) vaccination intention during the second wave of the COVID-19 pandemic in 2020, prior to vaccine availability. MethodsThis cross-sectional study collected primary data from 5,001 community-dwelling adults aged 40 years and older in the Netherlands, using an online questionnaire from August and November 2020. COVID-19 vaccination intention was measured by assessing whether respondents were willing to receive a COVID-19 vaccination if the vaccines became available. Associations between individual (sociodemographic variables, health, health concerns), interpersonal (social network characteristics including structure, function, and quality), community (social and labor participation) and societal factors (degree of urbanization), and the outcome variables COVID-19 vaccination intention (yes vs no, yes vs unsure, unsure vs no) were assessed in stepwise multivariable logistic regression analyses. p-values < 0.05 indicated statistical significance. ResultsAmong participants (N = 3,396), 59 % reported a positive intention to vaccinate, 35 % were unsure, and 6 % had no intention. Men, individuals of older age, those with a college or university degree, those concerned about their personal and family health, and knowledge about protecting oneself from the virus were more likely to have the intention to vaccinate (versus no intention). Interpersonal factors associated included having a larger network size (social network structure) and a larger proportion of informational supporters (social network function). Living outside of urban areas, a societal factor, was associated with vaccination intention (versus no intention). ConclusionThis study identified key factors influencing COVID-19 vaccination intention. Health promotion efforts should address not only individual factors but also incorporate the social environment. Our findings highlight the importance of organizing social networks to mobilize social support for pandemic preparedness.

‘I Can't See Myself Seeking Help’: The Influence of Clinical Placements on Nursing Students' Stigmatising Beliefs and Intentions to Seek Help for Their Own Mental Health Issues: A Prospective Cohort Study

ABSTRACTMental health conditions such as anxiety, depression and psychosis represent a global health challenge. Stigma surrounding mental health continues to hinder help‐seeking behaviours for people with mental illness and as this study demonstrates, nursing students as well. However, if student nurses are reluctant to seek help for mental health issues, how can others be expected to do so? This reluctance poses challenges in mental health nursing, impacting both care provision and nursing education. The present study seeks to explore the influence of traditional versus non‐traditional mental health clinical placements on second‐year nursing students' stigmatising beliefs and intentions to seek help for mental health issues. Employing a prospective cohort design using the TREND checklist, the study sampled second‐year nursing students assigned to either traditional hospital‐based or non‐traditional recovery‐focused mental health clinical placements. Using validated scales, stigmatising beliefs and help‐seeking intentions were measured before and after the placements. Statistical analyses were conducted to assess changes in these variables over time and across placement settings. A significant impact of placement setting on help‐seeking intentions was observed, with students in non‐traditional placements showing an increased willingness to seek help. Additionally, non‐traditional placements were found to significantly reduce stigmatising beliefs in all measured domains, suggesting that these settings may provide a more conducive environment for fostering positive attitudes towards mental health. Recovery‐focused placements appear to offer experiences that can diminish stigma and encourage more positive perceptions and intentions related to mental health support.