The Effectiveness of Extended Parallel Process Model on COVID-19 Health Promotion and Social Media Sharing Willingness
Pages 467 - 472
Abstract
This study aimed to evaluate the effectiveness of the COVID-19 health promotion poster using the Extended Parallel Process Model (EPPM) and discuss the relationship between the willingness to repost the poster by applying EPPM within the design process. Based on past studies, emotionally appealing posters that incorporate EPPM may influence viewers' health behavior, but few studies adopt the model to investigate the impact on social media sharing behavior. To discover whether EPPM is applicable to sharing the information on Instagram, eight young adults who are constantly using Instagram were interviewed to collect their opinions on comparing the two self-design COVID-19 health promotion posters. We found out that EPPM is workable on increasing COVID-19 health awareness for individuals; however, the result revealed that EPPM did not positively affect Instagram sharing willingness. Thus, although COVID-19 health promotion is essential in increasing public health awareness, most participants still preferred to share interesting information, cartoonish pictures, or personalized messages on their personal Instagram. The results can further be utilized as a reference on future Instagram health poster design and other social media applications about health posters and information sharing.
References
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April 2022
497 pages
ISBN:9781450395816
DOI:10.1145/3535782
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Published: 18 July 2022
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MSIE 2022
MSIE 2022: 2022 4th International Conference on Management Science and Industrial Engineering
April 28 - 30, 2022
Chiang Mai, Thailand
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