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Health Marketing Quarterly Volume 37, 2020 - Issue 2
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Marketing a health Brand on Facebook: Effects of reaction icons and user comments on brand attitude, trust, purchase intention, and eWOM intention

Yen-I LeeThe Edward R. Murrow College of Communication, Washington State University, Pullman, Washington, USA; Correspondence[email protected]
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Joe PhuaDepartment of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia, Athens, Georgia, USA; View further author information
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Tai-Yee WuInstitute of Communication Studies, National Chiao Tung University (Taiwan), Hsinchu, TaiwanView further author information
Pages 138-154 | Published online: 14 Apr 2020

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Clare Davies & Alana Mann. (2023) Factors influencing women to accept diet and exercise messages on social media during COVID-19 lockdowns: A qualitative application of the health belief model. Health Marketing Quarterly 40:4, pages 415-433.
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Sara Shawky, Krzysztof Kubacki, Timo Dietrich & Scott Weaven. (2022) Is social media a panacea for social marketing communication? A scoping review. Health Marketing Quarterly 39:3, pages 297-313.
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Articles from other publishers (11)

Zulal Isler, Meltem Kiygi-Calli & Maryam El Oraiby. (2023) Babbling through social media: A cross-country study mapping out social networks using eWOM intentions. Electronic Markets 33:1.
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Minh-Tri Ha, Giang-Do Nguyen, Thi Huong-Thanh Nguyen & Bich-Duyen Thi Nguyen. (2023) The use of dietary supplements and vitamin consumption during and after the Covid pandemic in Vietnam: a perspective of user-generated content. Humanities and Social Sciences Communications 10:1.
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Lumei Tian, Ruonan Zhai, Yixuan Wang, Honglin Zhang & Jingwei Chen. (2023) How different online self-presentations relate to different online feedback among adolescents: peer relationship as a mediator. Current Psychology.
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Mónica Veloso & Monica Gomez-Suarez. (2023) The influential role of hotel-generated content on social media. Journal of Hospitality and Tourism Technology 14:2, pages 245-257.
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Hoang Tran Phuoc Mai Le & Sann Ryu. (2023) The eWOM adoption model in the hospitality industry: the moderating effect of the vlogger’s review. Journal of Hospitality and Tourism Technology 14:2, pages 225-244.
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Xuerong Lu & Yan Jin. 2022. The Handbook of Crisis Communication. The Handbook of Crisis Communication 261 282 .
Jian-Ren Hou & Sarawut Kankham. (2022) More than feelings? How Facebook reaction icons affect online users' behavioral intentions toward online health rumor posts. Internet Research 32:6, pages 1978-2002.
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Jezdancher Watti, Máté Millner, Kata Siklósi, Hedvig Kiss, Oguz Kelemen & Dávid Pócs. (2022) Smokers’ Engagement Behavior on Facebook: Verbalizing and Visual Expressing the Smoking Cessation Process. International Journal of Environmental Research and Public Health 19:16, pages 9983.
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Mahmoud Saleh Allan, Mohammed L. Ashour, Nafez Nimer Ali & Ahmad N. Al Warasneh. (2022) Factors affecting female online purchase decision. Journal of Governance and Regulation 11:1, special issue, pages 351-360.
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Carolina Guerini & Antonio Brandolisio. 2022. Advances in Digital Marketing and eCommerce. Advances in Digital Marketing and eCommerce 149 163 .
Affifa Sardar, Amir Manzoor, Khurram Adeel Shaikh & Liaqat Ali. (2021) An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption. SAGE Open 11:4, pages 215824402110525.
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