The role of narrative features: How narrative perspective and message susceptibility influence perceived susceptibility and the intention to share STI messages on social media.

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2024-08-26

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en

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The aim of this study was to examine what the effects are of narrative perspective and message susceptibility on young adults’ perceived susceptibility to STIs and intention to share STI messages online. To answer this question, an experiment was conducted where young adults had to evaluate Instagram posts which differed with regards to narrative perspective (first vs. third) and depicted message susceptibility (low vs. high) on perceived susceptibility to STIs and intention to share STI messages online. The results showed that health narratives told from a third-person perspective lead to significantly more intention to share STI messages online, in comparison with messages told from a first-person perspective. There was no difference between low and high message susceptibility on intention to share STI messages online. Additionally, results also showed no significant main effect of narrative perspective as well as message susceptibility on perceived susceptibility. These findings imply that in order for young adults to share STI messages further with their friends and family, which can have positive effects on knowledge and behaviour, health organizations can best utilize messages told from a third-person perspective.

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