Exploring the Strategic Use of TikTok for Clinical Trial Recruitment: How audiences’ Prior Short-Form Video Usage Influences Persuasive Effects

Abstract

Guided by the elaboration likelihood model and framing theory, this study explores the potential of short-form video platforms (e.g. TikTok), for targeted clinical trial recruitment. An online experiment compared doctor vs. peer-led videos addressing logistical or psychological barriers to participation, mimicking common TikTok communication tactics. Results indicate that high (vs. low) TikTok users are more persuaded by recruitment messages, and they exhibit stronger intentions to participate in clinical trials. Although doctor-sourced messages generate greater credibility and a more favorable message attitude, peer-sourced messages may be more effective in increasing participation intention. Lastly, doctor-sourced videos that address logistical barriers and peer-sourced videos that discuss psychological barriers result in higher self-efficacy for clinical trial participation. This study contributes to the growing body of research on new media’s role in health communication and provides insights into how to strategically utilize TikTok and other short-form video platforms for clinical trial recruitment.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.

Notes

¹ For the manipulation check, participants were asked to indicate what each video emphasized on a scale of 1 (participants’ well-being and safety) to 5 (monetary reward and flexibility of participation). An independent samples t-test showed a significant difference between the psychological barriers frame videos (n = 348, M = 1.61, SD = .94) and the logistical barriers frame videos (n = 351, M = 3.85, SD = .95), t(697) = 31.33, p < .001, indicating successful manipulation.

² The study did not conduct a manipulation check for message source, as it is an intrinsic message feature independent of the message recipient’s perceptions or responses (O’Keefe, 2003).

Additional information

Funding

The work was supported by the University of Missouri Research Council [URC-21-030].