Communication, Reasoning, and Planned Behaviors: Unveiling the Effect of Interactive Communication in an Anti-Smoking Social Media Campaign

Abstract

This study examines direct and indirect effects of interactive communication in an antismoking social media campaign. To that end, we pose a multitheoretical framework that integrates communication mediation models and the Theory of Planned Behavior. To test the theorized model, we conducted an experiment using a two-group pretest-posttest design. Participants (N = 201) were randomly assigned into two experimental conditions: "campaign message reception only" as a control group and "message reception and social interaction" as a treatment group, in which the participants contributed to the antismoking campaign by posting their own campaign ideas and information they found through mediated and interpersonal communication. The findings show that interactive communication catalyzes the participants' information searching behaviors through diverse communication channels. In turn, increased media use plays a crucial role in changing their attitudes and perceived social norms about smoking behaviors, and eventually reducing smoking intention. This study affirms that the theory of planned behavior is effective in predicting behavioral intention and demonstrates the usefulness of a multitheoretical approach in interactive campaign research on social media.

Systematic review of social media interventions for smoking cessation

“…We found one study evaluating an anti-smoking Facebook campaign for college students 24 , though we excluded this study because our primary focus in this review was smoking cessation rather than prevention. In total, 7 studies met our inclusion criteria, all of which were published since 2014.…”

“…Study samples ranged from 26% to 77% male. Four studies were randomized controlled trials 24,27,28,30 , one study employed a quasi-experimental design 25 , and the remaining three studies were pilot or initial feasibility studies. 26,29,31 We also identified three articles reporting secondary outcomes 32–34 and one study protocol 35 corresponding to the included studies.…”

Social Media and Mobile Technology for Cancer Prevention and Treatment

“…Social support is important for behavior change broadly, 13–15 and ample evidence indicates that existing social media groups can provide informational and emotional support to cancer survivors and caregivers. 16–18 Online communities have been linked to increased empowerment 19 and retention 20 ; engagement with the communities has been linked to behavior change success for weight loss, smoking cessation, and other cancer-related behaviors, 8,21,22 although some effects are small. 23–25 Additionally, structured short message service and text messages to generate forum discussions, provide reminders, or offer tips and strategies have been effective build-ins.…”

“…For example, a study found that participation in cocreating antismoking campaign content on Facebook produced greater information searching and intention to quit than simply viewing the content online. 22 …”

Social Media and Mobile Technology for Cancer Prevention and Treatment

“…Social support is important for behavior change broadly, [13][14][15] and ample evidence indicates that existing social media groups can provide informational and emotional support to cancer survivors and caregivers. [16][17][18] Online communities have been linked to increased empowerment 19 and retention 20 ; engagement with the communities has been linked to behavior change success for weight loss, smoking cessation, and other cancer-related behaviors, 8,21,22 although some effects are small. [23][24][25] Additionally, structured short message service and text messages to generate forum discussions, provide reminders, or offer tips and strategies have been effective build-ins.…”