Abstract

Via two experiments, the present study examined how patient influencers’ illness disclosure in their sponsored posts of prescription drug ads predicts individuals’ persuasion knowledge and behavioral intentions. Study 1 (N = 206) revealed that influencers’ illness disclosure predicted attitudinal persuasion knowledge through transportation and parasocial interaction, further suggesting that illness disclosure reduces persuasion knowledge, causing people to perceive prescription drug ads on Instagram as less promotional. Study 2 (N = 181) replicated the mediating roles of transportation and parasocial interaction, demonstrating that first-person voice (vs. third-person) illness narrative in a patient influencer’s medical device promotion on Instagram significantly predicted transportation, which then enhanced parasocial interaction with the influencer to influence eWOM intention as well as help-seeking intention. The two experiments demonstrate how influencers’ illness disclosure narratives affect persuasion knowledge and online behavioral intention as well as real-life behavioral intention.

Supplemental data for this article is available online at https://doi.org/10.1080/02650487.2022.2054614 .

摘要

通过两个实验，本研究检验了患者影响者在其赞助的处方药广告帖子中披露的疾病如何预测个人的说服知识和行为意图。研究 1（N = 206）显示，影响者的疾病披露预测了通过交通和准社会互动的态度说服知识，进一步表明疾病披露减少了说服知识，导致人们认为 Instagram 上的处方药广告不那么促销。研究 2 (N = 181) 复制了交通和准社会互动的中介作用，表明在 Instagram 上患者影响者的医疗器械推广中，第一人称（相对于第三人称）疾病叙述显着预测了交通，然后增强与影响者的准社会互动，以影响网络口碑意向和求助意向。这两个实验证明了影响者的疾病披露叙述如何影响说服知识和在线行为意图以及现实生活中的行为意图。

本文的补充数据可在 https://doi.org/10.1080/02650487.2022.2054614 在线获取。