Leveraging influencers to increase HPV vaccination intention: The impact of message framing and health regulatory fit using repeated measures

Abstract

Through a series of two online experiments that incorporate a repeated measures design, we examine how message framing (loss versus gain) within Instagram influencers’ posts interact with consumers’ health regulatory orientation (promotion versus prevention) to impact HPV vaccination intention between two data collection points. Findings indicate that among those who are more prevention oriented, exposure to a loss-framed influencer advertisement was effective at increasing intention to receive an HPV vaccine relative to those that were exposed to gain-framed influencer advertisement. Based on these findings we offer theoretical and managerial implications.

Keywords:

• Influencer Marketing
• Vaccine Intention
• Message Framing
• Health Regulatory Focus

Disclosure statement

There are no conflicts of interest to report

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.