... Limited Licensed re-use rights only Social marketing Communication Empathy Message framing Public health Vaccine confidence Health advertising Social media advertising Conversational agent Chatbots Health COVID-19 vaccines remain critical to combat COVID-19 disease...

... disgust or sad imagery was used alone versus when images were accompanied by information about the cause. Findings OLS regression results show including information reduced empathy when participants were exposed to sad images, replicating prior research on sadness in charity marketing. No similar...

... the effectiveness of narrative PSAs on vaccination intention, especially among unvaccinated young adults, who were the target audience of the social marketing. This study explores the role of empathy and psychological reactance as underlying mechanisms. Design/methodology/approach An experiment involving...

.... Three communication-specific factors – “content quality,” “message clarity” and “belief in message” – were found to play a pivotal role in inducing the “behavioral intention.” These relationships were found to be mediated by “empathy” which is an emotional state experienced out of the respondent’s...

.... Participants were randomly assigned to one of the two conditions. Empathy Charitable donations Child sponsorship Happy and sad facial expressions Personal distress “Social marketing is defined as the application of marketing principles and tools to achieving socially desirable goals...

... be applied to social marketing programme design. This paper aims to demonstrate the application of gamification to a social marketing pilot programme designed to increase children’s empathy and empathic behaviour. Design/methodology/approach Informed by social cognitive theory (SCT), a mixed-method...