Enhancing Audiences’ Engagement with Health Education Videos : Visual Call or Textual Call?

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review

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Detail(s)

Original languageEnglish
Title of host publicationProceedings of the 57th Hawaii International Conference on System Sciences
EditorsTung X. Bui
Pages3800-3809
Number of pages10
Publication statusPublished - Jan 2024

Publication series

Name
ISSN (Electronic)2572-6862

Conference

Title57th Hawaii International Conference on System Sciences (HICSS 2024)
LocationHilton Hawaiian Village Waikiki Beach Resort
PlaceUnited States
CityHonolulu
Period3 - 6 January 2024

Link(s)

Abstract

With the rising popularity of video-based social media, more and more doctors are utilizing them to provide health education videos and employing the call-to-action strategy to enhance video engagement. Although the effectiveness of the call-to-action has been established in customer-brand communication literature, it remains unknown how it affects engagement with health education videos. Drawing on multiple literature streams, we propose that visual call positively affects video engagement, while textual call has a negative effect. Additionally, the medical term use weakens the positive impact of visual call and strengthens the negative impact of textual call. Our analysis results support the positive impact of visual call and the negative effect of textual call on audiences’ liking and collecting behavior, which are contingent upon medical term use. Our study contributes to research on technology-mediated patient education and the literature on call-to-action and provides implications for doctors and platform managers.

Research Area(s)

  • Health education, video-based social media, medical term use, call to action

Citation Format(s)

Enhancing Audiences’ Engagement with Health Education Videos: Visual Call or Textual Call? / Tong, Jingjing; Xu, Jingjun (David).
Proceedings of the 57th Hawaii International Conference on System Sciences. ed. / Tung X. Bui. 2024. p. 3800-3809.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review

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