title: Promoting HPV Vaccination Online: Message Design and Media Choice.
abstract: We investigated the effects of message framing and online media channel on young adults' perceived severity of human papillomavirus (HPV), perceived barriers and benefits of getting HPV vaccination, and behavioral intention to get vaccinated. An experiment was conducted with 142 college students. We found an interaction effect: The loss-framed message posted on Facebook was more effective in increasing the number of people who expressed their willingness to get HPV vaccination than the gain-framed message presented on Facebook. However, this framing effect was not found when the identical message was presented on an online newspaper. People's perceptions of severity of HPV and barriers of getting HPV vaccination were also influenced, depending on which media channel the information was circulated.
authors.affiliation: 1 University of Florida, Gainesville, FL, USA.
authors.forename: Moon J
authors.initials: MJ
authors.lastname: Lee
authors.affiliation: 1 University of Florida, Gainesville, FL, USA.
authors.forename: Jieun
authors.initials: J
authors.lastname: Cho
mesh_terms: D000328:Adult; D002755:Choice Behavior; D005260:Female; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008297:Male; D009524:Newspapers as Topic; D053918:Papillomavirus Vaccines / Q000008:administration & dosage*; D010342:Patient Acceptance of Health Care / Q000523:psychology*; D012720:Severity of Illness Index; D061108:Social Media; D055815:Young Adult
chemical_list: D053918:Papillomavirus Vaccines
keywords: HPV vaccination; health promotion; media channel; message framing