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Lee, Euirang Accepted Dissertation SP23.pdf (2.64 MB)

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ETD Abstract Container

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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?

Lee, Euirang
http://orcid.org/0009-0001-2430-0003
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1680060016046447

Abstract Details

2023, Doctor of Philosophy (PhD), Ohio University, Journalism (Communication).
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.
Jatin Srivastava (Committee Chair)
120 p.
Communication; Mass Communications; Public Health
emotional appeal; guilt appeal; hope appeal; message source; influencer; organization; social endorsement; number of likes; heuristic-systematic model; nonprofit organization; blood donation; Facebook; experiment

Recommended Citations

Citations

  • Lee, E. (2023). Emotional Appeals and Blood Donation Intentions: Can Social Media Influencers and Social Endorsement Amplify the Effects of Guilt and Hope Appeals? [Doctoral dissertation, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1680060016046447

    APA Style (7th edition)

  • Lee, Euirang. Emotional Appeals and Blood Donation Intentions: Can Social Media Influencers and Social Endorsement Amplify the Effects of Guilt and Hope Appeals? 2023. Ohio University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1680060016046447.

    MLA Style (8th edition)

  • Lee, Euirang. "Emotional Appeals and Blood Donation Intentions: Can Social Media Influencers and Social Endorsement Amplify the Effects of Guilt and Hope Appeals?" Doctoral dissertation, Ohio University, 2023. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1680060016046447

    Chicago Manual of Style (17th edition)

ohiou1680060016046447
455
© 2023, all rights reserved.
This open access ETD is published by Ohio University and OhioLINK.