IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v15y2018i4d10.1007_s12208-018-0215-5.html
   My bibliography  Save this article

Feelings generated by threat appeals in social marketing: text and emoji analysis of user reactions to anorexia nervosa campaigns in social media

Author

Listed:
  • Rita Ferreira Gomes

    (University of Minho)

  • Beatriz Casais

    (University of Minho
    Polytechnic Institute of Cávado and Ave
    IPAM Porto
    CiTUR)

Abstract

Threat appeals in social marketing have been widely researched regarding their effects in behaviour change. However, little is known about their emotional effects in individuals. Feelings generated by threat appeals have proved to be ambiguous. Considering that understanding the emotional effects of message frames has implications in long-term behaviour change, this paper aims at understanding the feelings generated by threat appeals, considering the inconsistent findings in the literature. The research analyses the feelings produced by threat appeals in two social networks - Facebook and YouTube. A sentiment analysis of forty non-governmental campaigns regarding anorexia nervosa awareness was conducted through two methodological forms. First, we have analysed the content of the comments made by users by text analysis; second, we have coded the emoji expressing feelings from the users in the same campaigns and have quantified their interactions. Results indicate that feelings generated by threat appeals regarding anorexia nervosa campaigns in social media may be both positive and negative, with a great expression of fear, sadness and empathy, corroborating the ambiguous findings. Positive feelings are most prominent in emoji and reveal support, compassion and admiration both for campaign messages and for people suffering from anorexia. Negative feelings, such as fear and sadness, arise especially as a consequence of awareness and concerns. The paper contributes to the discussion of this ambivalent topic of research and also experiments two different sentiment analysis techniques – text and emoji analysis -, with different result outcomes.

Suggested Citation

  • Rita Ferreira Gomes & Beatriz Casais, 2018. "Feelings generated by threat appeals in social marketing: text and emoji analysis of user reactions to anorexia nervosa campaigns in social media," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 591-607, December.
  • Handle: RePEc:spr:irpnmk:v:15:y:2018:i:4:d:10.1007_s12208-018-0215-5
    DOI: 10.1007/s12208-018-0215-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-018-0215-5
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1007/s12208-018-0215-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Dong Jenn Yang, 2018. "Exploring the communication effects of message framing of smoking cessation advertising on smokers’ mental processes," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(3), pages 315-332, September.
    2. Batra, Rajeev & Ray, Michael L, 1986. "Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Research, Oxford University Press, vol. 13(2), pages 234-249, September.
    3. Brennan, Linda & Binney, Wayne, 2010. "Fear, guilt, and shame appeals in social marketing," Journal of Business Research, Elsevier, vol. 63(2), pages 140-146, February.
    4. McKay-Nesbitt, Jane & Manchanda, Rajesh V. & Smith, Malcolm C. & Huhmann, Bruce A., 2011. "Effects of age, need for cognition, and affective intensity on advertising effectiveness," Journal of Business Research, Elsevier, vol. 64(1), pages 12-17, January.
    5. Dann, Stephen, 2010. "Redefining social marketing with contemporary commercial marketing definitions," Journal of Business Research, Elsevier, vol. 63(2), pages 147-153, February.
    6. Frieden, T.R., 2010. "A framework for public health action: The health impact pyramid," American Journal of Public Health, American Public Health Association, vol. 100(4), pages 590-595.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sebastian Martin & Birgit Grüb, 0. "Intensive WOM-behavior in the healthcare sector – the case of an Austrian hospital’s Facebook site," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 0, pages 1-22.
    2. Sebastian Martin & Birgit Grüb, 2020. "Intensive WOM-behavior in the healthcare sector – the case of an Austrian hospital’s Facebook site," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 331-352, September.
    3. Mengqiang Pan & Nao Li & Xiankai Huang, 2022. "Asymmetrical impact of service attribute performance on consumer satisfaction: an asymmetric impact-attention-performance analysis," Information Technology & Tourism, Springer, vol. 24(2), pages 221-243, June.
    4. Min Chung Han, 2021. "Thumbs down on “likes”? The impact of Facebook reactions on online consumers’ nonprofit engagement behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 255-272, June.
    5. Renata V. Klafke & Paulo M. Gomes & Demétrio Mendonça Junior & Simone R. Didonet & Ana M. Toaldo, 2021. "Engagement in social networks: a multi-method study in non-profits organizations," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 295-315, June.
    6. Beatriz Casais & João F. Proença, 2022. "The use of positive and negative appeals in social advertising: a content analysis of television ads for preventing HIV/AIDS," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 623-647, September.
    7. Araceli Galiano-Coronil & Juan José MierTerán-Franco, 2019. "The Use of Social Digital Networks by NGDO from a Social Marketing Perspective," Social Sciences, MDPI, vol. 8(6), pages 1-23, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ana C. Martinez-Levy & Dario Rossi & Giulia Cartocci & Marco Mancini & Gianluca Flumeri & Arianna Trettel & Fabio Babiloni & Patrizia Cherubino, 2022. "Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 53-75, March.
    2. Crawford, Heather J. & Gregory, Gary D., 2015. "Humorous advertising that travels: A review and call for research," Journal of Business Research, Elsevier, vol. 68(3), pages 569-577.
    3. Ronald Conlin & Steven Bauer, 2022. "Examining the impact of differing guilt advertising appeals among the Generation Z cohort," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(2), pages 289-308, June.
    4. Beatriz Casais & João F. Proença, 2022. "The use of positive and negative appeals in social advertising: a content analysis of television ads for preventing HIV/AIDS," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 623-647, September.
    5. Newman, Christopher L. & Howlett, Elizabeth & Burton, Scot, 2014. "Implications of fast food restaurant concentration for preschool-aged childhood obesity," Journal of Business Research, Elsevier, vol. 67(8), pages 1573-1580.
    6. Björn Vollan & Karla Henning & Deniza Staewa, 2017. "Do campaigns featuring impact evaluations increase donations? Evidence from a survey experiment," Journal of Development Effectiveness, Taylor & Francis Journals, vol. 9(4), pages 500-518, October.
    7. Mendez Lopez, Ana & Loopstra, Rachel & McKee, Martin & Stuckler, David, 2017. "Is trade liberalisation a vector for the spread of sugar-sweetened beverages? A cross-national longitudinal analysis of 44 low- and middle-income countries," Social Science & Medicine, Elsevier, vol. 172(C), pages 21-27.
    8. Chen Zhang & Xiaoming Li & Yu Liu & Shan Qiao & Liying Zhang & Yuejiao Zhou & Zhenzhu Tang & Zhiyong Shen & Yi Chen, 2016. "Stigma against People Living with HIV/AIDS in China: Does the Route of Infection Matter?," PLOS ONE, Public Library of Science, vol. 11(3), pages 1-15, March.
    9. Bolte, Gabriele, 2018. "Epidemiologische Methoden und Erkenntnisse als eine Grundlage für Stadtplanung und gesundheitsfördernde Stadtentwicklung," Forschungsberichte der ARL: Aufsätze, in: Baumgart, Sabine & Köckler, Heike & Ritzinger, Anne & Rüdiger, Andrea (ed.), Planung für gesundheitsfördernde Städte, volume 8, pages 118-134, ARL – Akademie für Raumentwicklung in der Leibniz-Gemeinschaft.
    10. Nova Corcoran, 2017. "Promoting health in lesbian and bisexual women: it is not just about behaviour change," Journal of Clinical Nursing, John Wiley & Sons, vol. 26(21-22), pages 3742-3750, November.
    11. Tobias Effertz & Marie-Kristin Franke & Thorsten Teichert, 2014. "Adolescents’ Assessments of Advertisements for Unhealthy Food: an Example of Warning Labels for Soft Drinks," Journal of Consumer Policy, Springer, vol. 37(2), pages 279-299, June.
    12. Christopher W. Ryan, 2023. "Decreased Respiratory-Related Absenteeism among Preschool Students after Installation of Upper Room Germicidal Ultraviolet Light: Analysis of Newly Discovered Historical Data," IJERPH, MDPI, vol. 20(3), pages 1-11, January.
    13. Mayra L Estrella & Natalya I Rosenberg & Ramon A Durazo-Arvizu & Hector M Gonzalez & Matthew S Loop & Richard H Singer & James P Lash & Sheila F Castañeda & Krista M Perreira & Kamal Eldeirawi & Marth, 2018. "The association of employment status with ideal cardiovascular health factors and behaviors among Hispanic/Latino adults: Findings from the Hispanic Community Health Study/Study of Latinos (HCHS/SOL)," PLOS ONE, Public Library of Science, vol. 13(11), pages 1-22, November.
    14. Rayner, Ethan & Baxter, Stacey M. & Ilicic, Jasmina, 2015. "Smoker's recall of fear appeal imagery: Examining the effect of fear intensity and fear type," Australasian marketing journal, Elsevier, vol. 23(1), pages 61-66.
    15. Sebastian del Busto & Inés Galindo & Juan Jesús Hernandez & Francisco Camarelles & Esther Nieto & Águeda Caballero & María Sandín Vázquez, 2019. "Creating a Collaborative Platform for the Development of Community Interventions to Prevent Non-Communicable Diseases," IJERPH, MDPI, vol. 16(5), pages 1-14, February.
    16. Katie Adamek & Sarah Bardin & So O'Neil & Dara Lee Luca, "undated". "Accelerating Teen Pregnancy Prevention in Phillips County, Arkansas and Coahoma County, Mississippi," Mathematica Policy Research Reports 7fda86cbb1bf4303a84f466e8, Mathematica Policy Research.
    17. Ester Guijarro & Cristina Santadreu-Mascarell & Beatriz Blasco-Gallego & Lourdes Canós-Darós & Eugenia Babiloni, 2021. "On the Identification of the Key Factors for a Successful Use of Twitter as a Medium from a Social Marketing Perspective," Sustainability, MDPI, vol. 13(12), pages 1-15, June.
    18. William Lesch & Johannes Brinkmann, 2011. "Consumer Insurance Fraud/Abuse as Co-creation and Co-responsibility: A New Paradigm," Journal of Business Ethics, Springer, vol. 103(1), pages 17-32, April.
    19. Saraiva, Andrea & Pinto, Patrícia & Agapito, Dora, 2015. "Using Corporate Social Marketing in the Power Sector: A Case Study on Energy Efficiency," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 3(3), pages 175-192.
    20. Saraiva, Andrea & Pinto, Patrícia, 2015. "Placing Social Marketing in the Practice of Corporate Social Responsibility: Focusing on Environmental Issues," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 3(3), pages 227-238.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:15:y:2018:i:4:d:10.1007_s12208-018-0215-5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.