Do Framed Mental Health Messages on Social Media Influence University Students’ Motivation for Physical Activity?

Message framing has been used as a strategy for promoting physical activity (PA) in university students, but the effectiveness of gain-framed (GF), or loss-framed (LF) messages is variable. This study aims to investigate the effects on motivation and PA behaviour of framed messaging on social media...

Full description

Saved in:
Bibliographic Details
Published in:International journal of environmental research and public health 2021-08, Vol.18 (16), p.8671
Main Authors: Gilbert, Georgia, Williamson, Chloë, Richards, Justin, Collyer, Taya Annabelle, Kelly, Paul
Format: Article
Language:English
Subjects:
Behavior
Data processing
Digital media
Exercise
Feasibility studies
Intervention
Mental disorders
Mental health
Mental health care
Motivation
Physical activity
Physical fitness
Questionnaires
Social networks
Students
Travel
University students
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Message framing has been used as a strategy for promoting physical activity (PA) in university students, but the effectiveness of gain-framed (GF), or loss-framed (LF) messages is variable. This study aims to investigate the effects on motivation and PA behaviour of framed messaging on social media in university students. Gain- and loss-framed messages communicated the mental health outcomes of PA. A three-arm feasibility study (n = 148) collected pre-post intervention online questionnaire responses to assess motivation for PA, exercise, active travel, and PA levels, in response to the messaging intervention on Facebook. Both GF and LF messages effectively increased average motivation for PA in comparison to controls (GF by 0.3 (on a 7-point Likert scale), 9% [95% CI: 3–17%], p = 0.007, LF by 0.3, 10% [CI: 3–18%], p = 0.005). Average motivation for exercise increased in comparison to controls (GF by 0.6, 16% [95% CI: 6–26%], p = 0.001, LF by 0.5, 14.6% [95% CI: 5–26%], p < 0.001). Average motivation for active travel increased in comparison to controls (GF by 0.7, 18% [95% CI: 8–29%], p < 0.001, LF by 0.6, 19% [95% CI: 8–30%], p < 0.001). No meaningful differences between GF or LF messages were observed. Framed messages regarding mental health outcomes of PA delivered via social media could be effective for increasing PA motivation in university students. However, based on our results there is no gain- or loss-framed advantage.
ISSN:1660-4601
1661-7827
1660-4601
DOI:10.3390/ijerph18168671