Keywords: Narrative persuasion
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The persuasive effects of social media narrative PSAs on COVID-19 vaccination intention among unvaccinated young adults: the mediating role of empathy and psychological reactance

Youngjee Ko, Hanyoung Kim, Youngji Seo, Jeong-Yeob Han, Hye Jin Yoon, Jongmin Lee, Ja Kyung Seo
Journal: Journal of Social Marketing
Journal of Social Marketing (2023) 13 (4): 490–509.
https://doi.org/10.1108/JSOCM-09-2022-0185
Published: 08 June 2023
... intention, results of a serial multi-mediator model confirmed that empathy and psychological reactance mediated the effects of message type on vaccination intention. Originality/value The study extends the understanding of narrative persuasion by examining an underlying mechanism behind narrative...
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