The influence of context and message structure on the effectiveness of health narratives on Facebook. This study investigates the effectiveness of health narratives as persuasive messages on Facebook. A vast amount of studies has illustrated the persuasiveness of health narratives compared to other message types, yet little is known about how narratives should be structured and what the influence of the context is. We have conducted an experiment on Facebook (N = 277) using a 2 (message structure: narrative-first versus information-first) x 2 (context: native advertising versus advertisement by a health organization) between-subjects design. Results showed that a narrative-first message structure had a positive effect on readers’ attention, involvement, systematic processing, and message appreciation. Multiple mediation analysis showed that the effect of message structure on appreciation was fully mediated by readers’ increased involvement and systematic processing. The results did not show any beneficial effects of implementing the health narrative in an editorial context. Instead, readers’ message appreciation turned out to be higher when the message was provided by the health organization itself.

1. 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