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Application of McGuire’s Model to Weight Management Messages: Measuring Persuasion of Facebook Posts in the Healthy Body, Healthy U Trial for Young Adults Attending University in the United States

Author

Listed:
  • Jeanie Arnold

    (Department of Prevention and Community Health, Milken Institute School of Public Health, The George Washington University, Washington, DC 20052, USA)

  • Caitlin P. Bailey

    (Department of Prevention and Community Health, Milken Institute School of Public Health, The George Washington University, Washington, DC 20052, USA)

  • W. Douglas Evans

    (Department of Prevention and Community Health, Milken Institute School of Public Health, The George Washington University, Washington, DC 20052, USA)

  • Melissa A. Napolitano

    (Department of Prevention and Community Health, Milken Institute School of Public Health, The George Washington University, Washington, DC 20052, USA
    Department of Exercise and Nutrition Sciences, Milken Institute School of Public Health, The George Washington University, Washington, DC 20052, USA)

Abstract

Digital communication is a common intervention channel for weight loss, yet little is known about the types of messages that are most effective. Using McGuire’s Model of Communication and Persuasion as a framework, this study investigates the persuasiveness of Facebook messages posted as part of the weight loss intervention in the Healthy Body Healthy U (HBHU) study to determine what message characteristics prompt higher engagement on Facebook, and whether certain messages are more appealing to certain demographics. The first four weeks of HBHU Facebook posts (n = 32) were coded according to McGuire’s Input Communication Factors. Facebook engagement scores [(Total Engaged Users/Total Reach) × 100] were calculated for each post to determine effectiveness. The most effective posts were diet-related discussions or interactive polls. Participants who engaged with the highest and lowest effect posts were in their mid-twenties and tended to be female. Those engaged with the highest effect posts had an average BMI of 32.34 kg/m 2 , while those engaged with the lowest effect posts had an average BMI of 31.31 kg/m 2 . The least effective posts were didactic lessons (i.e., diet- or reminder-based), or video-based informational posts (edutainment). Future interventions should balance didactic content and interactive engagement to achieve persuasive messaging.

Suggested Citation

  • Jeanie Arnold & Caitlin P. Bailey & W. Douglas Evans & Melissa A. Napolitano, 2022. "Application of McGuire’s Model to Weight Management Messages: Measuring Persuasion of Facebook Posts in the Healthy Body, Healthy U Trial for Young Adults Attending University in the United States," IJERPH, MDPI, vol. 19(21), pages 1-15, November.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:21:p:14275-:d:960168
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    References listed on IDEAS

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    1. Blanca Lozano-Chacon & Victor Suarez-Lledo & Javier Alvarez-Galvez, 2021. "Use and Effectiveness of Social-Media-Delivered Weight Loss Interventions among Teenagers and Young Adults: A Systematic Review," IJERPH, MDPI, vol. 18(16), pages 1-20, August.
    2. Daniel-Rareș Obadă & Dan-Cristian Dabija, 2022. "“In Flow”! Why Do Users Share Fake News about Environmentally Friendly Brands on Social Media?," IJERPH, MDPI, vol. 19(8), pages 1-26, April.
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