The effect of social media influencer warranting cues and impression formation on contraceptive-related behavioral intentions
Date
2024
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Publisher
University of Delaware
Abstract
Young women increasingly get sexual health information from social media influencers, who use persuasive communication and can alter attitudes, intentions, and behaviors. Contraception is a commonly discussed topic among influencers on social media. Previous research suggests that influencers negatively frame and encourage the discontinuation of hormonal contraception. At the same, influencers encourage the uptake of less effective nonhormonal options, such as fertility awareness-based methods. Being that previous research on this topic is primarily descriptive, the purpose of this study was to experimentally test the effect of influencer contraceptive-related messaging on behavioral intentions. Specifically, this study tested the effect of influencer messages containing sponsorship and medical disclaimers on behavioral intentions using warranting theory and source credibility theory. Using an online survey, this experiment recruited 300 females in the United States ranging in age from 18 – 29 years old. Videos containing both sponsorship and medical disclaimer led to decreased intentions to use Daysy. However, findings did not support a relationship between influencer messaging and impressions. This finding proposes new boundary conditions for warranting theory and serious health behaviors. In the context of birth control and pregnancy prevention, the severity and potential consequences involved may overshadow the impact of warranting cues. Additionally, there was a positive relationship between impressions of the influencer, including source credibility, and intention to use Daysy. Practical implications provide direction for policymakers to create credible social media messages, highlight the importance of patient-provider communication in contraceptive counseling, and underscore the need for accessible contraceptive options. Future research should tests influencer messaging using real social media content, consider the effect of following an influencer for an extended period of time, and evaluate the warranting values associated with influencer message cues.
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Keywords
Health communication, Influencers, Social media