Exploring the impact of online graphic narratives in consumer health promotion: A type 2 diabetes study. Issue 4 (2nd October 2021)

• Record Type: Journal Article
• Authors: Luna-Nevarez, Cuauhtemoc
• Is Part Of: Health marketing quarterly. Volume 38:Issue 4(2021)
• Page Start: 315
• Page End: 333
• Publication Date: 2021-10-02
• Subjects: Blogs -- comics -- comprehension -- graphic narratives -- health communication -- health promotion -- narrative transportation -- persuasion -- type 2 diabetes -- videos; Medical care -- Marketing -- Periodicals; Medical instruments and apparatus industry -- Periodicals; Marketing of Health Services -- Periodicals; Periodicals -- Electronic full-text; 338.4761028
• DOI: 10.1080/07359683.2021.1947069
• Languages: English
• ISSNs: 0735-9683

Abstract

Abstract: This research explores the use of online graphic narratives (a.k.a. comics) in consumer health promotion. More specifically, the study evaluates the persuasive power of online graphic narratives to communicate type 2 diabetes information, relative to other traditional health communication media such as videos and blogs. A framework including four variables related to narrative processing – narrative transportation, affective response, narrative comprehension, and message comprehension – is proposed. This model compares the effects of the three online media – graphic narrative, video and blog- on consumer persuasion. Overall, the study demonstrates that graphic narratives are more persuasive for health promotion than videos and blogs.