Message framing and self-efficacy. An analysis in social health campaigns in young Spaniards

Susana Fernandez Lores; Natividad Crespo-Tejero; Ruth Fernández-Hernández

doi:10.32870/cys.v2022.8402

Autores/as

Susana Fernandez Lores ESIC University; ESIC Business & Marketing School https://orcid.org/0000-0002-1164-0703
Natividad Crespo-Tejero ESIC University; ESIC Business & Marketing School https://orcid.org/0000-0003-4541-8120
Ruth Fernández-Hernández ESIC University; ESIC Business & Marketing School https://orcid.org/0000-0001-6759-1843

DOI:

https://doi.org/10.32870/cys.v2022.8402

Palabras clave:

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

Resumen

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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Citas

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