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La motivation à partager un message préventif viral : application à une vidéo d’éducation financière sur Facebook

Author

Listed:
  • Amira Berriche

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Daphné Salerno

    (ILIS - Institut Lillois d'Ingénierie de la Santé - Université de Lille, Droit et Santé)

Abstract

Motivation to share a preventive viral message: an application to a financial education video on Facebook The use of social networks such as Facebook is growing in several areas of social marketing (health, road safety, consumer financial education). This paper focuses on the transmitter of a viral preventive message and more spe- cifically on its egoistic empathic motivations for sharing (empathy-reward vs empathy-punishment). It analyses the influence of the congruence between the message framing (gains vs losses) and the regulatory focus of the transmitter (promotion vs prevention) on these motivations for sharing via the attitude towards the message. The empirical study is carried out in the field of consumer financial education. This is a pioneering analysis of the initial seeding phase of this kind of message. The recommendations are intended to help with the design of the message and to improve the segmentation and targeting practices of potential transmitters in this phase.

Suggested Citation

  • Amira Berriche & Daphné Salerno, 2017. "La motivation à partager un message préventif viral : application à une vidéo d’éducation financière sur Facebook," Post-Print hal-02308338, HAL.
    • Handle: RePEc:hal:journl:hal-02308338
    DOI: 10.7193/DM.086.09.30
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    Cited by:

    1. Benhoumane Ahmed, 2020. "What Makes You "Like", "Retweet" or "Comment" a Fundraising Content on Social Media? Exploring the Characteristics of Fundraising Messages on Social Networks [Qu'est-c," Post-Print hal-03390922, HAL.

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