Promotion Messages Research Articles

Fear appeals and coping appeals for health product promotion: Impulsive purchasing or psychological distancing?

The prevalence of online health communities (OHCs) motivates health product companies to manipulate persuasion-based marketing strategies, including fear appeals and coping appeals, to promote health products. However, whether such a practice is effective remains unclear. Respondents may either impulsively purchase the recommended health products or simply distance themselves psychologically from the information. Building on protection motivation theory (PMT), this study uncovers the mechanisms behind these two coping responses to persuasive messages, namely, the impulsive purchasing and psychological distancing of OHC users. Correspondingly, we evaluated 366 valid questionnaires, and the results reveal that (1) when encountering fear appeals, perceived health threat can evoke cyberchondria, leading to psychological distancing; and (2) when encountering coping appeals, perceived response efficacy leads to product affection, fostering impulsive purchasing. This study provides new insights into the effects of persuasive messages for health product promotion in social commerce. Marketers should design appropriate persuasive messages to foster impulsive purchasing by generating individuals’ product affection and avoiding cyberchondria.

Photo-Enhanced Health Promotion Messages to Target Reduction in Dietary Sugar among Residents of Public Housing.

Interventions intended to reduce the consumption of dietary sugars among those population groups demonstrating disproportionately greater and more frequent consumption of sugar-sweetened beverages and foods (SSBF) would benefit from intervention strategies that are tailored to population-specific barriers and facilitators. The objective of this study was to develop and evaluate the acceptability of photo-enhanced and theory-based health promotion messages that target the reduction in SSBF among adult residents of public housing developments, a population known for their high rates of chronic disease. Using the message development tool as a framework, we developed a series of 15 SSBF reduction messages, using an iterative process with community member input. We then evaluated the acceptability of the messages and compared three delivery mechanisms: print, text, and social media. We recruited participants who were residents of urban public housing developments, and who spoke either English or Spanish. A majority of participants identified as being of Hispanic ethnicity (73%). The message acceptability scoring did not appear to differ according to the assigned delivery mechanism, despite some imbalances in participants' characteristics across delivery mechanisms. The messages that targeted motivation were least likely to be accepted. In conclusion, our findings suggest that engaging members of the community at all phases of the development process was a feasible method to develop SSBF reduction messages with a high perceived acceptability.

Children, adolescents and digital media: problems of media addiction and forms of interaction among a doctor, psychologist, and parents

Today’s children and adolescents are immersed in both traditional and new forms of digital media. Research on traditional media, such as television, has identified health concerns and negative outcomes that correlate with the duration and content of viewing. Over the past decade, the use of digital media, including interactive and social media, has grown,and research evidence suggests that these novel media offer both benefits and risks to the health of children and teenagers. Evidence-based benefits identified from the use of digital and social media include early learning, exposure to new ideas and knowledge, increased opportunities for social contact and support, as well as new opportunities to access health promotion messages and information.

Disease perception, impacts and coping strategies for onchocerciasis in Southeast Nigeria: a qualitative study among patients and program managers

BackgroundOnchocerciasis is a disease of public health concern due to the devastating consequences of the disease which impacts negatively on the lives of the people. The negative impact of the disease may affect its perception and lead to the adoption of some coping strategies. Therefore, understanding the disease perception, impacts and coping strategies used by onchocerciasis patients will help plan health interventions aimed at improving their general well-being.MethodsThis was a community-based study that employed a qualitative method through Key informant interviews (KII) with program managers and focus group discussions (FGD) among people who had Onchocerciasis. Four sessions of FGDs with a total of thirty-two (32) participants and eleven KIIs were conducted to ascertain their in-depth experience in five thematic areas.ResultsIn these communities, onchocerciasis is perceived to have been caused mainly by the bite of blackflies. Other presumed causes by the patients included drinking polluted water, poor environmental sanitation and witchcraft. The disease had a significant detrimental influence on both the physical and financial aspects of life with limited emotional and social impacts. The long-term clinical manifestations of onchocerciasis triggered pain and insufficient mobility. Thus, onchocerciasis patients experienced impairment in normal daily life activities (farming, etc.), dependency, depression and inability to participate in social events. These manifestations stimulated various coping strategies, mainly, nodulectomy by traditional healers. Others included self-medication, taking an overdose of ivermectin, and the use of alcohol.ConclusionMisconceptions about the cause of onchocerciasis still exist among people with the disease. The consequences of the disease impact negatively on various aspects of their lives and stimulate various coping strategies. Therefore, health promotion messages to the public should aim at dispelling misconceptions about the disease and promote healthy coping strategies.

Exploring What Influences Heterosexual College Men and the Practice of Safe Sex: The Power of Stigma and Community.

The college student population is among the highest risk group for contracting sexually transmitted infections (STIs) such as gonorrhea, chlamydia, and HIV. Safe sex practices, which are intended to mitigate risks associated with sexually transmitted infections, are often negated in the population of heterosexual college students. Historically, research on safe sex practices has shown that the burden of behavior change and the focus on educational efforts historically fall onto the female population. There is little published on how safe sex education for males impacts attitudes and behaviors towards safe sex practices. This community-based participatory research (CBPR) project explored heterosexual college male attitudes and behaviors about safe sex responsibilities with the goal of creating effective health promotion messages to increase safer sex. The research team comprised almost entirely of undergraduate male students, which strengthened the design and translation of results to practice. A mixed methods design was employed utilizing both focus groups and surveys as data collection (n=121). Results showed that young men are still prioritizing pregnancy prevention over disease contraction and/or testing, and relying on female partners to initiate safe sex. Implications for health promotion practice efforts on college campuses include: male-led peer education programming and support and messaging around screening and prevention of STIs.

The Moderating Role of Social Media Advertising in Customers' Purchase Intention

Social media advertising has been studied from different perspectives in the last decade. This research aimed to investigate how the advertising relevance moderates the relationship between social media advertising and customers' purchase intention. Social media networks advertising is a strategy that can be used to enhance the credibility of a promotional message from the brands, making the advertisement more persuasive and credible. The study included 1973 respondents, aged between 18 and 60 years (M = 29.60; SD = 9.73) with a majority of female respondents (53.0%). To measure Purchase intention, a composite variable was created, consisting of the four items developed by Duffett (2015), namely: (i) I will buy the products I see in the commercials; (ii) I wish to buy the products that are advertised in the commercials; (iii) I am likely to buy the products I see in the commercials; and (iv) I intend to buy the products I see in the commercials. Data analysis revealed that the most purchased products through online advertising on social networks are mass consumption products (71.7%), which are commercialized in large retailers. Based on these results, it was considered relevant to understand whether the relevance attributed to advertising moderates the relationship between online advertising on social networks and purchase intention. Data analysis revealed that, online advertising on social networks and the relevance attributed to advertising are analyzed separately, both variables significantly influence consumers' purchase intention. However, when they are in interaction, the effect is no longer significant. The positive effect of interaction suggests the tendency to buy mass consumption products through online advertising on social networks is greater when consumers consider advertising relevant.

Tourism Development and Promotion in Central Kalimantan Post Pandemi Covid-19: A Sustainable Economic Approach

Tourism is one that is able to encourage the economic growth of a region. In various countries in Europe and America, tourism is a contributor to the increase in national income and foreign exchange of a country. In the data for 2020, after the COVID-19 pandemic outbreak, world tourist arrivals fell drastically by -80%. This study aims to describe the development and promotion of tourism with a sustainable economic approach by taking into account social and environmental aspects. This research is a research library where researchers obtain data based on secondary data and scientific references such as books, journals, notes and reports as well as statistical data. The approach taken is descriptive qualitative. The stages in the research consist of collecting library materials, making research notes, sorting data and drawing conclusions. The results show that the development of tourist areas in Central Kalimantan must be carried out with a social approach to the community that emphasizes local cultural customs and sustainable tourism. Development is a strategic step in increasing the interest of local and visiting foreign tourists. The development is carried out with a planning pattern that involves experts from both academics and tourism practitioners. Tourism development and promotion strategies are ways or efforts to increase interest and the number of tourist visits by developing tourist objects and other supports. Several strategies for developing and promoting tourism in Central Kalimantan after the COVID-19 pandemic include identifying targets, making policies, creating a tourism climate, designing promotional messages, selecting promotional channels, determining budgets, determining the promotion mix and evaluating promotions.

A Comparative Multimodal Discourse Analysis of the Consumer Touch Points Image of Chinese and US Tea Enterprises Based on Corpus on the Amazon Platform

On Amazon’s cross-border e-commerce platform, tea products are iconic commodities that account for a relatively large amount of exports between China and the US, and play an important role in the foreign trade market, while the e-commerce development of tea enterprises is also of great significance to the construction of the national agricultural economy. This paper mainly takes the product promotion information of 20 Chinese and US tea enterprises on the Amazon platform as an example, and uses multimodal discourse analysis theory and Maslow’s hierarchy of needs to conduct a comprehensive analysis of the three promotion forms of text, pictures and videos. With the support of the above two theories, the paper aims to interpret the characteristics of the consumer touch points image expressed in the product promotion messages of Chinese and US tea enterprises, so as to provide reference for cross-border tea enterprises in the field of e-commerce marketing and international competition.

When it pays to be clear: the appeal of concrete communication under uncertainty

This research demonstrates that the persuasiveness of concrete versus abstract communication in advertisers’ promotional messages depends on how (un)certain people feel. Three lab experiments and one study conducted in a natural setting provide converging evidence that uncertainty (versus certainty) increases the appeal of products advertised concretely (i.e. more specific, tangible, less open to interpretation) rather than abstractly, while keeping content similar. We demonstrate the effect across different types of uncertainty, product ads and slogans, three different languages, and a range of products, increasing the external validity of the findings. The results indicate that the effectiveness of concrete communication is critically determined by the level of (un)certainty people experience, which provides important insights for advertisers and communication officers.

Feasibility of Healthy Beverages Policies in American Samoa and Federated States of Micronesia: Water and Coconut Water Only Community Interventions.

American Samoa and the Federated States of Micronesia (FSM) are two small Pacific Island nations that have some of the highest noncommunicable disease (NCD) mortality rates in the world. Supported by church leaders to address obesity as an NCD risk factor, American Samoa, and Chuuk and Kosrae States of FSM selected the implementation of healthy beverages as a nutrition intervention through a water- and coconut water-only pledge in church events. The consumption of water and coconut water was tracked. Across 105 church events in the three jurisdictions, the count of water bottles before and after events decreased from 142.8 to 22.3, the number of coconuts before and after events decreased from 19.6 to 1.2, and cups of water before and after events decreased from 52.9 to 7.6. The promotion of healthy beverages in church settings holds promise in the Pacific as a feasible, accessible, and culturally responsive nutrition approach, given limited access to other nutritional alternatives, e.g., fresh fruits and vegetables. Supplemental health promotion messaging to maintain knowledge and attitudes about healthy is recommended for future scaling up.

The Investigation of Health-Related Topics on TikTok: A Descriptive Study Protocol

The social media application TikTok allows users to view and upload short-form videos. Recent evidence suggests it has significant potential for both industry and health promoters to influence public health behaviours. This protocol describes a standardised, replicable process for investigations that can be tailored to various areas of research interest, allowing comparison of content and features across public health topics. The first 50 appearing videos in each of five relevant hashtags are sampled for analysis. Utilising a codebook with detailed definitions, engagement metadata and content variables applicable to any content area is captured, including an assessment of the video’s overall sentiment (positive, negative, neutral). Additional specific coding variables can be developed to provide targeted information about videos posted within selected hashtags. A descriptive, cross-sectional content analysis is applied to the generic and specific data collected for a research topic area. This flexible protocol can be replicated for any health-related topic and may have a wider application on other platforms or to assess changes in content and sentiment over time. This protocol was developed by a collaborative team of child health and development researchers for application to a series of topics. Findings will be used to inform health promotion messaging and counter-advertising.

Teach a Man to Fish: The Use of Autonomous Aid in Eliciting Donations

Nonprofit organizations often position their charitable efforts as fulfilling the immediate needs of those who are disadvantaged (termed “immediate aid appeals”). This study explores an alternative positioning strategy focused on the use of autonomous aid appeals, which promote the use of donated funds to facilitate the eventual self-sufficiency of those in need. Seven studies show that people are more likely to donate to a charity that uses autonomous aid appeals than immediate aid appeals. The authors generalize this effect to various contexts and examine it with actual donation behavior. They find that managerially relevant boundary conditions support a serial mediation model first through perceptions of impact and then by feelings of hope for the recipient's future. To support the proposed framework, they conduct mediation analyses and two process-by-moderation studies. The findings have practical implications for charities and their promotional messaging.

Heterogeneity in COVID-19 infection among older persons in South Africa: Evidence from national surveillance data.

The 2021 World Health Organization study on the impact of COVID-19 on older people (≥60 years) in the African region highlighted the difficulties they faced as the virus spread across borders and dominated the way of life. These difficulties included disruptions to both essential health care services and social support, as well as disconnections from family and friends. Among those who contracted COVID-19, the risks of severe illness, complications, and mortality were highest among near-old and older persons. Recognizing that older persons are a diverse group including younger- and older-aged individuals, a study was conducted to track the epidemic among near-old (50-59 years) and older persons (≥60 years) in South Africa covering the 2 years since the epidemic emerged. Using a quantitative secondary research approach, data for near-old and older persons were extracted for comparative purposes. COVID-19 surveillance outcomes (confirmed cases, hospitalizations, and deaths) and vaccination data were compiled up to March 5th, 2022. COVID-19 surveillance outcomes were plotted by epidemiological week and epidemic waves to visualize the overall growth and trajectory of the epidemic. Means for each age-group and by COVID-19 waves, together with age-specific rates, were calculated. Average numbers of new COVID-19 confirmed cases and hospitalizations were highest among people aged 50-59- and 60-69-years. However, average age-specific infection rates showed that people aged 50-59 years and ≥80 years were most vulnerable to contracting COVID-19. Age-specific hospitalization and death rates increased, with people aged ≥ 70 years most affected. The number of people vaccinated was slightly higher among people aged 50-59 years before Wave Three and during Wave Four, but higher among people aged ≥ 60 years during Wave Three. The findings suggest that uptake of vaccinations stagnated prior to and during Wave Four for both age groups. Health promotion messages and COVID-19 epidemiological surveillance and monitoring are still needed, particularly for older persons living in congregate residential and care facilities. Prompt health-seeking should be encouraged, including testing and diagnosis as well as taking up vaccines and boosters, particularly for high-risk older persons.

Managing statistical misinformation in marketing: A study on consumers’ attitudes and capabilities

This paper discusses various types of misleading statistical information in marketing promotion and explains why it is harmful for customers. The paper also studies the customers’ attitudes to such misinformation and capabilities of managing it. A survey was used to collect data from 210 respondents’ attitudes to analyzing data when purchasing products and 2) studied whether these respondents could properly evaluate such information found in promotional messages. The respondents were students in a university and they were supposed to have sufficient mathematical and logical capabilities of managing statisical information. Respondents showed positive attitudes to data investigation involved in the purchase decision although they lacked the relevant knowledge to process the misleading statisical information. In general, they might not make correct decisions in various deceptive situations. Relevant product information is usually necessary for customers when they have to consider and buy important products. Statistical information can support objective decision making but the misleading one is harmful for customers. More statistical knowledge and other relevant skills are required to enhance the ability of processing misleading information in marketing promotion. The paper suggests a number ways to acquire such knowledge and skills.

Unintended Consequences of "Breast Is Best" Messaging on Mothers: An Autoethnography.

Purpose: To describe the breastfeeding experiences of a dietitian and mother so as to expose dominant discourses reinforcing expert-driven imperatives to breastfeed.Methods: Professional experiences and personal challenges related to breastfeeding promotion are described, analyzed, and interpreted using autoethnography. The social ecological model (SEM) is used as a sensitizing concept to guide the organization, presentation, and analysis of experiences.Results: Data were organized into two discussion themes: breastfeeding promotion practices and "failure" to breastfeed. Dominant discourses reinforcing expert-driven imperatives to breastfeed are revealed, including health as a duty, intensive motherhood, and mother blame. Discourses promoting or reinforcing breastfeeding simultaneously judge and denormalize formula-feeding.Conclusions: Contemporary breastfeeding promotion messages and strategies are quiet coercions used to influence infant-feeding decisions and do not support the principles of evidence-based practice, person-centred care, and informed choice.

Problems and forms of specialists» interaction when solving problems of computer addiction in adolescents. Part I

Today»s children and adolescents are immersed in both traditional and new forms of digital media. Research on traditional media, such as television, has identified health concerns and negative outcomes that correlate with the duration and content of viewing. Over the past decade, the use of digital media, including interactive and social media, has grown, and research evidence suggests that these novel media offer both benefits and risks to the health of children and teenagers. Evidence-based benefits identified from the use of digital and social media include early learning, exposure to new ideas and knowledge, increased opportunities for social contact and support, and new opportunities to access health promotion messages and information. Risks of such media include negative health effects on sleep, attention, and learning; a higher incidence of obesity and depression; exposure to inaccurate, inappropriate, or unsafe content and contacts; and compromised privacy and confidentiality.

Social Entrepreneurship Education Promotion to the Socially Vulnerable Youth

The purpose of the present paper is to develop the key messages for social entrepreneurship education promotion among socially vulnerable youth. The scope of the research includes the communicative specificities of the vulnerable students with a special focus on orphans. The data for the research was obtained by conducting 12 expert interviews with educators and NGO members (2021-22, qualitative methodology). The results of the research showed that orphan students tend to hide their status and appear “average” in communication, though are more closed than their peers. It is discussed that communication with vulnerable students at HEI has to avoid treating them as special and motivate them to participate by messages of the personal empowerment and knowledge necessity to be autonomous and successful social subject. In conclusion, we propose the guidelines for educators’ communication with vulnerable youth and key messages for the inviting communication of the «Creative Spark. Making Good» social entrepreneurship educational project of the Anglia Ruskin University (Cambridge, UK) at V.N. Karazin Kharkiv National University.

Urban Youth Perceptions of Sports and Energy Drinks: Insights for Health Promotion Messaging.

This study aimed to examine urban adolescents' beliefs about sports and energy drinks to identify factors for health messaging to discourage youth consumption. Focus group study involving thirty-four adolescents in urban areas (12 female, 12 male, and 10 unreported sex; 19 Hispanic, 11 Non-Hispanic Black, 2 Asian, and 1 unknown race or ethnicity). Four focus groups were conducted with adolescents in urban areas. Each on-time moderated group discussion was structured to generate an inventory of attitudinal, normative and efficacy beliefs associated with sports and energy drink consumption and reduction. Thematic analysis was used to analyse the data. Attitudinal and normative beliefs were more positive towards sports drink consumption and energy drink reduction. Misperceptions about the need for sports drinks to avoid dehydration during physical activity were evident. Product accessibility and advertising pervasiveness were facilitators influencing consumption and barriers to reduction for both products. Results highlight important differences in perceptions about sports and energy drinks that indicate the need for different approaches and messages for interventions designed to curb consumption of these products. Recommendations for message design are provided.

Exploring the role of green brand positioning in determining green product purchase intention

In this study, we investigate the relationship between green brand positioning (GBK), attitude toward green brand (AGB) and green brand knowledge (GBK) on green product, specifically in beauty and body care products. It also sought to examine consumer’s purchase intention (PI) of this product using those variables. The methodology which is used to analyse the data obtained is using an exploratory quantitative approach. The data evaluated by Partial Least Square – Structural Equation Model (PLS-SEM). This study used purposive sampling techniques to determine the sample of employees who work in Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek), Indonesia. The outcomes indicate that all these factors contribute to purchase intention of this green beauty and body care product. This study is also found that GBP has a positive direct contribution to AGB, GBK, and PI. Originality and practical implications from this study are that, the green product companies must pay attention to the brand positioning because it would alter consumer’s attitude and intention towards of green products. Thus, companies should focus more on developing promotional messages that are more directed towards sustainable values or optimizing communities that support sustainability lifestyles. More deeply, eco-friendly beauty and body care products are very widely used today, so the results of this research are expected to contribute in terms of how can customer’s intensions are increased in buying these products.

Physiotherapists' Perceptions of the Influence of Their Health Behaviours on Their Advice to Patients.

Background Healthcare professionals (HCPs)lifestyle behaviours can impact their health promotion counselling to patients. However, there is a lack of qualitative studies to understand the physiotherapists' perceptions of the influence of their lifestyle behaviours on their patient's advice. Aim This research aims to explore the physiotherapists' perceptions of the influence of their health behaviours on their counselling of patients. Method This research was a qualitative study based on the interpretivism paradigm. 15 virtual semi-structured interviews were performed with physiotherapists working for a private company in the United Kingdom (UK). Thematic analysiswas used to create four themes and ten sub-themes. Results 13 out of 15 participants stated that their lifestyle impacts their counselling, while for the other two, their counselling was based on their knowledge. Some drivers for health promotion included role modelling, having some knowledge concerning certain lifestyle behaviours and understanding their importance in health. Barriers to health promotion included lack of time and knowledge, some confusion if discussing some of these behaviours included in their scope of practice and perception of patients' reactions to certain questions and their relevance to the musculoskeletal (MSK) condition their patients were experiencing.Some strategies proposed to improve their health promotion skills included improvements in communication skills, discussions and sharing of evidence between peers and informative leaflets to distribute to patients. Conclusion In this study, 13 out of 15participants believed their lifestyle impacts their counselling to patients. Despite this, multiple barriers to health promotion were identified. This study highlights the need for training physiotherapists about certain lifestyle behaviours, includingsmoking cessation, alcohol misuse and basic nutrition counsellingwhich may improve their health promotion messages, potentially leading to patient behaviour change whichultimately may have a positive public health impact.