Encuadre del mensaje y autoeficacia. Un análisis en campañas sociales de salud en jóvenes españoles




Palabras clave:

Marketing social, Campañas de salud, Encuadre, Emociones, Autoeficacia


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.


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Cómo citar

Fernandez-Lores, S., Crespo-Tejero, N., & Fernández-Hernández, R. (2022). Encuadre del mensaje y autoeficacia. Un análisis en campañas sociales de salud en jóvenes españoles. Comunicación Y Sociedad, 1-21. https://doi.org/10.32870/cys.v2022.8402



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