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Ett effektivt Public Service Announcement (PSA): En kvantitativ undersökning kring påverkan av ett PSA publicerat på Instagram beroende på avsändare samt emotionellt innehåll

Sirhed, Anna LU and Bendz, Emma LU (2021) PSYK11 20211
Department of Psychology
Abstract (Swedish)
Syftet med denna studie var att undersöka om beteendeintentionen att följa rekommendationer i ett Public Service Announcement (samhällsinformation/PSA) publicerat på Instagram påverkades beroende på om avsändaren angavs som en fiktiv myndighet eller en fiktiv influencer samt att undersöka om negativt emotionellt bildmaterial påverkar beteendeintentionen att följa rekommendationerna. Studien syftade också till att undersöka om negativt emotionellt bildmaterial i Instagramposten hade en modulerande effekt på sambandet mellan avsändare och beteendeintention. Studien hade en kvantitativ ansats och genomfördes genom ett 2x2 faktoriellt mellangrupps surveyexperiment (N=188). Deltagarna fick läsa ett fiktivt scenario och tillhörande... (More)
Syftet med denna studie var att undersöka om beteendeintentionen att följa rekommendationer i ett Public Service Announcement (samhällsinformation/PSA) publicerat på Instagram påverkades beroende på om avsändaren angavs som en fiktiv myndighet eller en fiktiv influencer samt att undersöka om negativt emotionellt bildmaterial påverkar beteendeintentionen att följa rekommendationerna. Studien syftade också till att undersöka om negativt emotionellt bildmaterial i Instagramposten hade en modulerande effekt på sambandet mellan avsändare och beteendeintention. Studien hade en kvantitativ ansats och genomfördes genom ett 2x2 faktoriellt mellangrupps surveyexperiment (N=188). Deltagarna fick läsa ett fiktivt scenario och tillhörande rekommendationer. Därefter ombads de svara på frågor som mätte beteendeintentionen att följa rekommendationerna. Alla deltagare randomiserades till olika betingelser där de fick samma information men som antingen presenterades med eller utan en negativ emotionell komponent (i form av bildmaterial) och med olika avsändare (antingen en fiktiv myndighet eller en fiktiv influencer). Resultatet visade på en huvudeffekt av avsändare samt av bildmaterial på beteendeintentionen men någon interaktionseffekt fanns inte. Slutsatsen är således att det verkar vara mest effektivt att myndigheter använder sina egna plattformar på sociala medier för att sprida PSA. Det verkar dessutom vara gynnsamt för både myndigheter och influencers att använda sig av en negativt emotionell komponent för att förstärka budskapet. (Less)
Abstract
The purpose of this study was to investigate whether the behavioral intention to follow recommendations in a Public Service Announcement (PSA) published on Instagram is affected depending on whether the publisher was listed as a fictitionalauthority or a fictitional influencer and to investigate whether negative emotional imagematerialaffects the behavioral intention to follow the recommendations. The study also aimed to investigate whether negative emotional imagematerialin the Instagrampost had a modulating effect on the relationship between publisher and behavioral intention. The study had a quantitative approach and was conducted through a 2x2 factorial between-group survey experiment (N = 188). The participants were given a fictional... (More)
The purpose of this study was to investigate whether the behavioral intention to follow recommendations in a Public Service Announcement (PSA) published on Instagram is affected depending on whether the publisher was listed as a fictitionalauthority or a fictitional influencer and to investigate whether negative emotional imagematerialaffects the behavioral intention to follow the recommendations. The study also aimed to investigate whether negative emotional imagematerialin the Instagrampost had a modulating effect on the relationship between publisher and behavioral intention. The study had a quantitative approach and was conducted through a 2x2 factorial between-group survey experiment (N = 188). The participants were given a fictional scenario and then read associated recommendations. They were then asked to answer questions measuring the behavioral intention to follow the recommendations. All participantswere randomized to different conditions where they received the same information but were either presented with or without a negative emotional component (in the form of an image material) and with a different publisher (either a fictitionalauthority or a fictitionalinfluencer). The study resulted in a main effect of the publisherand of the imagematerial on the behavioral intention, but no interaction effect was found. The conclusion is thus that it seems to be most effective for authorities to use their own platforms on social media to spread PSA. It also seems to be beneficial for both authorities and influencers to use a negative emotional component to reinforce their message. (Less)
Please use this url to cite or link to this publication:
author
Sirhed, Anna LU and Bendz, Emma LU
supervisor
organization
course
PSYK11 20211
year
type
M2 - Bachelor Degree
subject
keywords
Public Service Announcement, Behavioral intention, Authority, Influencer, Beteendeintention, Myndighet
language
Swedish
id
9059834
date added to LUP
2021-07-01 08:48:54
date last changed
2021-07-01 08:48:54
@misc{9059834,
  abstract     = {{The purpose of this study was to investigate whether the behavioral intention to follow recommendations in a Public Service Announcement (PSA) published on Instagram is affected depending on whether the publisher was listed as a fictitionalauthority or a fictitional influencer and to investigate whether negative emotional imagematerialaffects the behavioral intention to follow the recommendations. The study also aimed to investigate whether negative emotional imagematerialin the Instagrampost had a modulating effect on the relationship between publisher and behavioral intention. The study had a quantitative approach and was conducted through a 2x2 factorial between-group survey experiment (N = 188). The participants were given a fictional scenario and then read associated recommendations. They were then asked to answer questions measuring the behavioral intention to follow the recommendations. All participantswere randomized to different conditions where they received the same information but were either presented with or without a negative emotional component (in the form of an image material) and with a different publisher (either a fictitionalauthority or a fictitionalinfluencer). The study resulted in a main effect of the publisherand of the imagematerial on the behavioral intention, but no interaction effect was found. The conclusion is thus that it seems to be most effective for authorities to use their own platforms on social media to spread PSA. It also seems to be beneficial for both authorities and influencers to use a negative emotional component to reinforce their message.}},
  author       = {{Sirhed, Anna and Bendz, Emma}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Ett effektivt Public Service Announcement (PSA): En kvantitativ undersökning kring påverkan av ett PSA publicerat på Instagram beroende på avsändare samt emotionellt innehåll}},
  year         = {{2021}},
}