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Feelings generated by threat appeals in social marketing: text and emoji analysis of user reactions to anorexia nervosa campaigns in social media

Author

Listed:
  • Rita Ferreira Gomes

    (University of Minho)

  • Beatriz Casais

    (University of Minho
    Polytechnic Institute of Cávado and Ave
    IPAM Porto
    CiTUR)

Abstract

Threat appeals in social marketing have been widely researched regarding their effects in behaviour change. However, little is known about their emotional effects in individuals. Feelings generated by threat appeals have proved to be ambiguous. Considering that understanding the emotional effects of message frames has implications in long-term behaviour change, this paper aims at understanding the feelings generated by threat appeals, considering the inconsistent findings in the literature. The research analyses the feelings produced by threat appeals in two social networks - Facebook and YouTube. A sentiment analysis of forty non-governmental campaigns regarding anorexia nervosa awareness was conducted through two methodological forms. First, we have analysed the content of the comments made by users by text analysis; second, we have coded the emoji expressing feelings from the users in the same campaigns and have quantified their interactions. Results indicate that feelings generated by threat appeals regarding anorexia nervosa campaigns in social media may be both positive and negative, with a great expression of fear, sadness and empathy, corroborating the ambiguous findings. Positive feelings are most prominent in emoji and reveal support, compassion and admiration both for campaign messages and for people suffering from anorexia. Negative feelings, such as fear and sadness, arise especially as a consequence of awareness and concerns. The paper contributes to the discussion of this ambivalent topic of research and also experiments two different sentiment analysis techniques – text and emoji analysis -, with different result outcomes.

Suggested Citation

  • Rita Ferreira Gomes & Beatriz Casais, 2018. "Feelings generated by threat appeals in social marketing: text and emoji analysis of user reactions to anorexia nervosa campaigns in social media," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 591-607, December.
    • Handle: RePEc:spr:irpnmk:v:15:y:2018:i:4:d:10.1007_s12208-018-0215-5
    DOI: 10.1007/s12208-018-0215-5
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    References listed on IDEAS

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    Cited by:

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    4. Sebastian Martin & Birgit Grüb, 2020. "Intensive WOM-behavior in the healthcare sector – the case of an Austrian hospital’s Facebook site," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 331-352, September.
    5. Mengqiang Pan & Nao Li & Xiankai Huang, 2022. "Asymmetrical impact of service attribute performance on consumer satisfaction: an asymmetric impact-attention-performance analysis," Information Technology & Tourism, Springer, vol. 24(2), pages 221-243, June.
    6. Min Chung Han, 2021. "Thumbs down on “likes”? The impact of Facebook reactions on online consumers’ nonprofit engagement behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 255-272, June.
    7. Araceli Galiano-Coronil & Juan José MierTerán-Franco, 2019. "The Use of Social Digital Networks by NGDO from a Social Marketing Perspective," Social Sciences, MDPI, vol. 8(6), pages 1-23, June.

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