The Use of Fear versus Hope in Health Advertisements: The Moderating Role of Individual Characteristics on Subsequent Health Decisions in Chile

Unraveling the relationship between audience engagement and audiovisual characteristics of automotive green advertising on Chinese TikTok (Douyin)

As video platforms such as Douyin, also known as TikTok's Chinese version, continue to grow, there is an increasing interest in the study of green advertising videos to understand their audiovisual features and their impact on audience engagement. In this research, we specifically focus on green advertising within the automotive industry. Drawing on literature from sustainability, green advertising, and communication studies, we identified seven audiovisual aspects and three persuasive strategies pertinent to green automotive advertising videos. Utilizing a mixed-methods video analysis framework, we analyzed a dataset of 2,553 green automotive advertising videos on Douyin over three years from 15 June 2020 to 15 June 2023. These videos exhibited higher loudness, a faster pace, and longer durations compared to their non-green counterparts. We categorized three distinct types of green advertising videos on Douyin and established that specific audiovisual features and persuasive strategies are significantly correlated with audience engagement levels. This study not only delineates the audiovisual characteristics of green automotive advertising in China's digital space but also contributes to the broader discourse on sustainable marketing practices on social networks like TikTok. The findings extend image-centric research to video content and provide marketers with data-driven insights for crafting effective content creation strategies on Douyin.

Does COVID-19 Promote Self-Service Usage among Modern Shoppers? An Exploration of Pandemic-Driven Behavioural Changes in Self-Collection Users

Due to health concerns related to COVID-19, shoppers have learned to minimise social contact by adopting various contactless self-service technologies to fulfil their consumption needs. This study explores shoppers' behavioural changes in relation to self-service, using the special research context of e-commerce self-collection services. By synthesising insights from the health psychology literature, this study proposes an affective-cognitive-social perspective to explain the pandemic-driven behavioural changes of self-collection users. The survey instrument is used for online data collection (n = 500), and a combined (descriptive and quantitative) method is adopted for data analysis. Our results suggest that, although with a relatively weak predictive power, the affective and cognitive appraisals of health risks lead to the reinforced usage of self-collection service. This also applies to the factors of action/coping planning and subjective norm. This study theoretically contributes to the self-service literature and creates managerial implications for retailers and logistics operators.

Physical Activity for Health and Wellness

Regular physical activity (PA) is both a preventive measure and a cure for non-communicable diseases (NCDs) [...].

Process Evaluation of the 'No Money No Time' Healthy Eating Website Promoted Using Social Marketing Principles. A Case Study

Background: Reaching and engaging individuals, especially young adults, in web-based prevention programs is challenging. ‘No Money No Time’ (NMNT) is a purpose built, healthy eating website with content and a social marketing strategy designed to reach and engage a young adult (18–34 year olds) target group. The aim of the current study was to conduct a process evaluation of the 12-month social marketing strategy to acquire and engage NMNT users, particularly young adults. Methods: a process evaluation framework for complex interventions was applied to investigate the implementation of the social marketing strategy component, mechanisms of impact and contextual factors. Google Analytics data for the first 12 months of operation (17 July 2019 to 17 July 2020) was evaluated. Results: in year one, 42,413 users from 150+ countries accessed NMNT, with 47.6% aged 18–34 years. The most successful channel for acquiring total users, young adults and return users was via organic search, demonstrating success of our marketing strategies that included a Search Engine Optimisation audit, a content strategy, a backlink strategy and regular promotional activities. For engagement, there was a mean of 4.46 pages viewed per session and mean session duration of 3 min, 35 s. Users clicked a ‘call-to-action’ button to commence the embedded diet quality tool in 25.1% of sessions. The most common device used to access NMNT (63.9%) was smartphone/mobile. Engagement with ‘quick, cheap and healthy recipes’ had the highest page views. Conclusions: findings can inform online nutrition programs, particularly for young adults, and can apply to other digital health programs.