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Scientific and Technical

Photo-sharing social media for eHealth: analysing perceived message effectiveness of sexual health information on Instagram

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Pages 149-159 | Received 10 Dec 2016, Accepted 24 Sep 2017, Published online: 12 Oct 2017
 

Abstract

Health professionals increasingly use social media to communicate health information, but it is unknown how visual message presentation on these platforms affects message reception. This study used an experiment to analyse how young adults (n = 839) perceive sexual health messages on Instagram. Participants were exposed to one of four conditions based on visual message presentation. Messages with embedded health content had the highest perceived message effectiveness ratings. Additionally, message sensation value, attitudes and systematic information processing were significant predictors of perceived message effectiveness. Implications for visual message design for electronic health are discussed.

Disclosure statement

No potential conflict of interest was reported by the authors.

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