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Conceptualizing health campaign strategies through the level of involvement

Title
Conceptualizing health campaign strategies through the level of involvement
Authors
Kim Y.
Ewha Authors
김영욱
SCOPUS Author ID
김영욱scopus
Issue Date
2003
Journal Title
Corporate Communications: An International Journal
ISSN
1356-3289JCR Link
Citation
vol. 8, no. 4, pp. 255 - 267
Keywords
CommunicationContinuous improvementHealth educationSituation analysis
Indexed
SCOPUS scopus
Abstract
As moderators of the health campaign process, involvement is divided into enduring and situational involvement. Based on the review of interdisciplinary literatures, a new health campaign model and optimal strategies are proposed. The new model has two dimensions (enduring and situational involvement) and four strategies: an affect-evoking, an information-oriented, a cue-emphasizing, and a balanced-argument strategy. For the empirical research, a 262 experiment with 143 undergraduate students using four different advertisements was conducted. Generally, the moderating effects of both enduring and situational involvement were supported. Regardless of some deviations from the proposed model, optimal strategies fit into the designated involvement level. Public relations practitioners will be able to choose the optimal message strategy after identifying the characteristic of targeted publics for health-related campaigns. © 2003, MCB UP Limited
DOI
10.1108/13563280310506421
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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