Encuadre del mensaje y autoeficacia. Un análisis en campañas sociales de salud en jóvenes españoles
DOI:
https://doi.org/10.32870/cys.v2022.8402Palabras clave:
Marketing social, Campañas de salud, Encuadre, Emociones, AutoeficaciaResumen
El presente estudio tiene como objetivo examinar la eficacia de tres campañas de salud con diferente tipo de encuadre dirigidas a jóvenes durante la pandemia por COVID-19. También analizamos el impacto emocional de cada campaña, así como el papel de la autoeficacia en el éxito de las campañas examinadas. Los resultados muestran que el mensaje más moderado y menos explícito, pero más cercano a la realidad de los jóvenes, tuvo un impacto emocional más eficaz. Además, en cuanto a la autoeficacia, los resultados revelan su papel discriminativo en el éxito de las campañas analizadas.Descargas
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Derechos de autor 2022 Susana Fernandez Lores, Natividad Crespo-Tejero, Ruth Fernández-Hernández
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