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http://dx.doi.org/10.15207/JKCS.2019.10.12.411

Effect of Tuberculosis Prevention Campaign Message: Focused on message orientation and message presentation style  

Choi, Myung-Il (Department of Advertising & Public Relations, Namseoul University)
Publication Information
Journal of the Korea Convergence Society / v.10, no.12, 2019 , pp. 411-420 More about this Journal
Abstract
This study analyzed the effective message strategy for the TB prevention campaign. This study examined the differences in the perceived susceptibility, perceived severity, and behavior intention according to the message orientation(individual-social) and the message presentation style(statistical-narrative). The results showed that individual message is more effective than social message in terms of perceived susceptibility and perceived severity. There was no significant difference between statistical and narrative messages. Finally, in the case of individual message, narrative messages were more effective than statistical messages; and in the case of social message, social messages were more effective than narrative messages. Based on these results, theoretical implications were discussed and a practical strategy for TB prevention campaign were proposed.
Keywords
Tuberculosis Prevention Campaign; Message Orientation; Message Presentation Style; Perceived Susceptibility; Perceived Severity; Behavior Intent;
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