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Crafting effective health appeals: Language and source credibility in amplifying tobacco control messages on social media

Dhruven R. Zala et al.

Health Marketing Quarterly2025https://doi.org/10.1080/07359683.2025.2504813article
AJG 1ABDC B
Weight
0.41

Abstract

Amplification of informational social media posts are crucial for disseminating tobacco control messages as part of an integrated behavior change strategy. Our study explores the amplification effectiveness of fear-based, trust-based, and linguistically complex framing for tobacco control appeals from credible sources and in general. Analyzing 42,261 tweets from 102 accounts using natural language processing techniques, we found fear-based (38.75%) and complex appeals (31.53%) increased retweets, while trust-based decreased them (-37.28%). Credible sources amplified trust-based (58.98%) and fear-based (69.58%) appeals but reduced the amplification of complex messages (-11.01%). Consequently, we highlight the need for strategic framing of tobacco control messages for greater impact.

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https://doi.org/https://doi.org/10.1080/07359683.2025.2504813

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@article{dhruven2025,
  title        = {{Crafting effective health appeals: Language and source credibility in amplifying tobacco control messages on social media}},
  author       = {Dhruven R. Zala et al.},
  journal      = {Health Marketing Quarterly},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1080/07359683.2025.2504813},
}

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Crafting effective health appeals: Language and source credibility in amplifying tobacco control messages on social media

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Evidence weight

0.41

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.25 × 0.4 = 0.10
M · momentum0.55 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.