Abstract

FERNANDEZ-LORES, Susana; CRESPO-TEJERO, Natividad  and  FERNANDEZ-HERNANDEZ, Ruth. Message framing and self-efficacy. An analysis in social health campaigns in young Spaniards. Comun. soc [online]. 2022, vol.19, e8402.  Epub Mar 24, 2023. ISSN 0188-252X.  https://doi.org/10.32870/cys.v2022.8402.

The present study aims to examine the effectiveness of three health campaigns with different types of framing aimed at young people during the COVID-19 pandemic. We also analyzed the emotional impact of each campaign, as well as the role of self-efficacy in the success of the analyzed campaigns. The results show that the more moderate and less explicit message, but closer to the reality of young people, had a more effective emotional impact. Furthermore, as regards self-efficacy, the results show its discriminating role in the success of the campaigns analyzed.

Keywords : Social marketing; health campaigns; framing; emotions; self-efficacy.

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