How Perceived Humor Motivates and Demotivates Information Processing of TikTok Videos: The Moderating Role of TikTok Gratifications

ABSTRACT

TikTok has been an innovative platform for distributing health messages with its wide appeal to younger audiences. The current study examines how the perceived humor of TikTok videos that promote COVID-19 vaccination influences persuasion through cognitive and affective mechanisms. In a survey study (N = 186), perceived humor was a positive predictor of source liking and happiness but was also associated with message discounting. Both source liking and happiness indirectly encouraged pro-vaccination attitudes by motivating message elaboration. In contrast, message discounting reduced elaboration, which discouraged pro-vaccination attitudes. Especially, those who watch TikTok for information gratification counterargued more as perceived humor increased.

Disclosure statement

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

Notes

1. The current study shares data with a study published in the journal Science Communication; however, the two studies do not share any theoretical arguments and dependent variables, and they examine different research questions using different theories.

2. The screening question asked: “Which of the following elements were featured in the video you just watched? Dr. Jamie Parker; Red alarm sound in ICUs (intensive care units); A patient who feels regretful that she did not get vaccinated sooner; A guy wearing a baseball cap, dancing; An Asian nurse wearing a scrub cap and dancing; A short animation demonstrating how vaccines work.

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.