International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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The Influence of Message Frame and Appeal on the Effectiveness of Social Media in Dietary Behavior

  • Lee, Eun-Mi (Dongseo University, Division of Global Business Administration)
  • Received : 2019.07.20
  • Accepted : 2019.08.02
  • Published : 2019.09.30
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Abstract

The goal of this study is to identify how different types of messages can contribute to the effectiveness of social media in healthier dietary behavior. The sample consisted of 160 participants who use social media and participants were randomly assigned to one of the four experimental conditions. The study shows that a positively framed message paired with a health focused message and a negatively framed message paired with a body image focused message exhibit a positive eWOM and message perception. This research offers direction for development of appropriate message types to improve social media effectiveness. Social media marketers and advertisers can develop social media content on healthier dietary behavior.

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