Rational, Humor, or Fear: User Acceptance of Oral Health Promotion through Different Social Marketing Appeals
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Abstract
Introduction: Understanding user acceptance of social marketing appeals is crucial for effective health campaigns, particularly in promoting oral health prevention, such as oral cancer. This study evaluated the acceptance of oral health promotion media on oral cancer using three social marketing appeals. Materials and Methods: A randomised controlled trial was conducted to assess user acceptance of three social marketing appeals (rational, humour, and fear) for oral cancer prevention. Participants were randomly assigned to one of three video groups and completed a validated 23-item questionnaire using a five-point Likert scale, evaluating various aspects of user acceptance of digital oral health promotion. Results: This study examined user acceptance of three social marketing appeals (rational, humorous, and fear-based) for oral health promotion among 322 participants (51.2% male, 48.8% female). The videos were similarly rated for social interaction, intrusiveness, and informativeness. The humorous appeal was rated highest for presentation style (p < 0.05), while the rational appeal was most effective in raising awareness of the target health behaviour (p < 0.05). Although fear-based appeals had the highest ratings for help-seeking intention, this was not statistically significant (p > 0.05). Overall, humorous appeals were perceived as most effective in presentation, and rational appeals in raising awareness. Conclusions: The study found that humorous appeals excelled in social interaction, informativeness, and presentation style, while fear-based appeals were most effective in educating about oral cancer. Rational appeals received lower ratings, particularly in presentation and effectiveness, emphasizing the importance of engaging content in social marketing.
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