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