This paper explores the effects of message source and message framing in exercise messages
targeted at college-aged women. This study examines how different types of source (corporate,
government, or social media influencer) and different message frames (short-term and long-term
gain-frame) affect an individual's attitudes and intentions toward exercise. A 3-by-2
cross-sectional experiment involving 111 female undergraduate students at the University of
Minnesota exposed participants to one of six messages and then measured participants' perceived
value of exercise, perceived benefit of exercise, and intentions to exercise. The findings revealed
that the government source had a significant effect ( F (2, 108) = 3.84, p = 0.03) on participants'
perceived benefit of exercise compared to the corporate or social media influencer sources.
However, there were no main effects of the message frames on individual’s attitudes and
intentions toward exercises. The observations from this study provide insights for individuals
and agencies looking to increase exercise participation among young women through social
marketing or health communication campaigns. Further, this study lays the groundwork for
future research into the little-explored fields of source type and temporal distance in exercise
messages as well as the opportunities that new media and social media influencers influencers
offer as a potential tool for social marketing campaigns.
Let's Get Physical: Source and Frame Effects in Exercise Messages to College-Aged Women.
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