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Emotional Appeals and Blood Donation...

Lee, Euirang,

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Emotional Appeals and Blood Donation Intentions: Can Social Media Influencers and Social Endorsement Amplify the Effects of Guilt and Hope Appeals? /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Emotional Appeals and Blood Donation Intentions: Can Social Media Influencers and Social Endorsement Amplify the Effects of Guilt and Hope Appeals? // Euirang Lee.
Author:	Lee, Euirang,
Description:	1 electronic resource (130 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 85-02, Section: B.
Contained By:	Dissertations Abstracts International85-02B.
Subject:	Communication. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30671385
ISBN:	9798380075213

Emotional Appeals and Blood Donation Intentions: Can Social Media Influencers and Social Endorsement Amplify the Effects of Guilt and Hope Appeals? /
Lee, Euirang,

Emotional Appeals and Blood Donation Intentions: Can Social Media Influencers and Social Endorsement Amplify the Effects of Guilt and Hope Appeals? /Euirang Lee. - 1 electronic resource (130 pages)

Source: Dissertations Abstracts International, Volume: 85-02, Section: B.

The study examined the effects of emotional appeals, message sources, and social endorsement on message elaboration, social media engagement, and other persuasive outcomes. The study employed a 2 (emotion appeals: guilt and hope) x 2 (message sources: influencers and organizations) x 2 (social endorsement: high and low likes) between-subjects design. From the perspective of a dual-processing theory (i.e., heuristic-systematic model), the study tested how systematic cues (i.e., emotional appeals) and heuristic cues (i.e., message sources, and social endorsement) influenced the persuasive effects of a campaign message. 350 participants were recruited for an online experiment through a panel service company. Each participant was exposed to a nonprofit organization's Facebook message encouraging blood donations. The results showed that hope appeals produced higher message elaboration than guilt appeals, but guilt appeals had higher comment intentions and greater donation intentions than hope appeals. Also, influencers produced greater like and comment intentions, higher self-efficacy, and better attitudes than organizations. Moreover, high likes had higher message elaboration than low likes. Furthermore, influencers produced greater social media engagement than organizations in hope appeals with high likes. Theoretical and practical implications were discussed.

English

ISBN: 9798380075213Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Emotional appeal

Emotional Appeals and Blood Donation Intentions: Can Social Media Influencers and Social Endorsement Amplify the Effects of Guilt and Hope Appeals? /
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