Breaking Down the Facebook Auction For More Competitive Campaigns
Study - narratives on Facebook for health campaigns
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The influence of context and message structure on attention, systematic processing and behavioural effects of a health narrative on Facebook Simone Krouwer, Karolien Poels & Heidi Vandebosch KNOWLEDGE GAPS What is the influence of message structure? What is the influence of context when two narratives are compared? RESULTS A ‘health narrative-first’ message structure was more effective compared to health-information first message structure X An editorial source did not generate more attention or appreciation than the health organization as source
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Transcript of Study - narratives on Facebook for health campaigns
The influence of context and message structure on attention, systematic processing and behavioural effects of a health narrative on Facebook
Simone Krouwer, Karolien Poels & Heidi Vandebosch
KNOWLEDGE GAPS What is the influence of message structure?
What is the influence of context when two narratives are compared?
RESULTS A ‘health narrative-first’ message structure was more effective compared to health-information first message structure
X An editorial source did not generate more attention or appreciation than the health organization as source