Keywords: Conversational agent
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Journal Articles

Do we message with empowerment, empathy, or collectivity? A social media campaign microtargeting young Americans to encourage engagement with a bilingual COVID-19 chatbot

Pooja Sangha, Rose Weeks, Emily Miller, João Sedoc, Helen Lacey, Christine Liang, Smisha Agarwal
Journal: Journal of Social Marketing
Journal of Social Marketing (2025) 15 (4): 426–446.
https://doi.org/10.1108/JSOCM-06-2024-0139
Published: 17 October 2025
...Pooja Sangha; Rose Weeks; Emily Miller; João Sedoc; Helen Lacey; Christine Liang; Smisha Agarwal Purpose Chatbots, or conversational agents, used for the provision of health information can promote preventive behaviors, such as vaccination. This study aims to assess advertising preferences...
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Includes: Supplementary data
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