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|dc.description.abstract||With the continuous development of social media and the diversity of its contents, if food safety SNS messages of government prefer to quickly spread widely and cause significant influences, which makes improving of individuals’ message acceptance as a key task in health communication analysis. The design and delivery of effective health promotion messages is an important concern for health communication scholars and practitioners. This thesis examined the effects of threat label (i.e., the labels of assigned to a health threat) and message format (ie., short video or pictures) on individuals’ acceptance of food safety SNS messages of the Chinese government. Participants (N = 143) filled out an experimental questionnaire adapted from real mews reports, about cancer or Primary Malignant Tumor and the message was delivered in text with short video or pictures. Compared to the label Primary Malignant Tumor, the label caner increased individual’s perceptions of threat susceptibility and threat severity, also resulting in higher message acceptance. Message acceptance was mediated by threat susceptibility and threat severity. The combination of frames (picture) were not found to be more effective than the frame (Mini video) . These findings suggest that the success of persuasive health messages depends on n message content (i.e., threat labels).||-|
|dc.title||A study on characteristics of food safety SNS messages of the Chinese government and their effects on message acceptance||-|
|dc.title.alternative||중국정부 SNS 식품 안전 메시지의 특징과 수용자의 메시지 수용에 관한 연구||-|
|dc.contributor.affiliation||Advertising and public relationship||-|
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