1.
Comunicacion y Sociedad (Mexico)
; (19)2022.
Article
in English
| Scopus | ID: covidwho-2259038
ABSTRACT
The present study aims to examine the effectiveness of three health campaigns with different types of framing aimed at young people during the Covid-19 pandemic. We also analyzed the emotional impact of each campaign, as well as the role of self-efficacy in the success of the analyzed campaigns. The results show that the more moderate and less explicit message, but closer to the reality of young people, had a more effective emotional impact. Furthermore, as regards self-efficacy, the results show its discriminating role in the success of the campaigns analyzed. © 2022 Universidad de Guadalajara. All rights reserved.