Title page for etd-0622114-111528


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URN etd-0622114-111528
Author CHIH-CHING KANG
Author's Email Address No Public.
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Department Information Management
Year 2013
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A study of Using Social Media for Promoting Health-Related Issues in Taiwan
Date of Defense 2013-07-30
Page Count 75
Keyword
  • shame
  • stigma
  • share message
  • social media
  • promoting
  • disgust
  • fear
  • Abstract Recently, Facebook has become the most popular social media in Taiwan. Based on the study of Morales, Wu, and Fitzsimons (2012), this study investigates if the health promoting message using scary or disgusting expression posted on Facebook would be more effective and be shared by more people than the message with rational expression. Also, this study attempts to validate the relationship between sharing health promoting messages and shame withdraw proneness. The study result shows that the health promoting message using scary or disgusting expression is likely to be shared by more people, and shame withdraw proneness mediates the relationship between the intention to use sunscreen and share message.
    Advisory Committee
  • Cathy Lin - chair
  • Rong-Fuh Day - co-chair
  • Feng-Yang Kuo - advisor
  • Files
  • etd-0622114-111528.pdf
  • Indicate in-campus at 1 year and off-campus access at 5 year.
    Date of Submission 2014-07-22

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