Work

Blending emotion and logic in health messaging strategy: Audience perception of message appeals in anti- and pro-vaccination memes

Year: 2025

Type: article

Abstract: The rise of digital disruption and the spread of misinformation pose significant challenges for health marketers striving to develop credible and reliable content. Using Taylor's Six-Segment Message Strategy Wheel, this analysis assesses how strategic appeals in anti- and pro-vaccination messages influence recognition and audience perception of vaccination stance. Results show that emotional messaging, especially when visual, enhances recognition, while combining emotional and informational appeals increases persuasive impact. By analyzing user-created health messages, this study offers practical guidance for crafting campaigns that resonate with audiences and counter misinformation, ultimately supporting efforts to restore trust in public health marketing campaigns.

Source: Health Marketing Quarterly

DOI: 10.1080/07359683.2025.2587309

Authors: Elizabeth Crisp Crawford, Laura E. Thomas, Muhabbat Yakubova, Murphy Anderson

Institutions: Fayetteville State University, North Dakota State University, Western Colorado University

Language: English

Topic: Media Influence and Health

Subfield: Literature and Literary Theory

Field: Arts and Humanities

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: hybrid

Funder: Centers for Disease Control and Prevention