페이스북 건강 증진 메시지의 설득 및 구전 효과이득－손실 메시지 프레임과 위험성 인식의 영향을 중심으로

초록

As public health has become an important issue at both social and individual levels, many health-related organizations make efforts to disseminate health information and promote healthy behaviors. The organizations are especially paying attention to SNS channels because they are known to be effective for information dissemination based on the network of users. The purpose of this study was to examine the impacts of health-promoting messages delivered through a Facebook page on its users. Particularly, the current study investigated the effects of message frames (gain vs. loss) and perceived risk of the disease described in the messages. Results of an online experiment with a Facebook posting on the turtle neck syndrome showed that a gain-framed message, as opposed to a loss-framed one, was more effective in increasing the participants' intention to share the information and enact preventive behaviors. Those who perceived greater risk were likely to report higher intentions. The interaction between the message frame and the perceived risk was found in terms of one's intention to clik 'like' for the health message in Facebook. Some practical and theoretical implications are discussed in terms of health promotion campaigns via Facebook.

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