Application of McGuire’s Model to Weight Management Messages: Measuring Persuasion of Facebook Posts in the Healthy Body, Healthy U Trial for Young Adults Attending University in the United States

Abstract

Digital communication is a common intervention channel for weight loss, yet little is known about the types of messages that are most effective. Using McGuire’s Model of Communication and Persuasion as a framework, this study investigates the persuasiveness of Facebook messages posted as part of the weight loss intervention in the Healthy Body Healthy U (HBHU) study to determine what message characteristics prompt higher engagement on Facebook, and whether certain messages are more appealing to certain demographics. The first four weeks of HBHU Facebook posts (n = 32) were coded according to McGuire’s Input Communication Factors. Facebook engagement scores [(Total Engaged Users/Total Reach) × 100] were calculated for each post to determine effectiveness. The most effective posts were diet-related discussions or interactive polls. Participants who engaged with the highest and lowest effect posts were in their mid-twenties and tended to be female. Those engaged with the highest effect posts had an average BMI of 32.34 kg/m2, while those engaged with the lowest effect posts had an average BMI of 31.31 kg/m2. The least effective posts were didactic lessons (i.e., diet- or reminder-based), or video-based informational posts (edutainment). Future interventions should balance didactic content and interactive engagement to achieve persuasive messaging.

Didactic and narrative persuasion: An experiment to promote colorectal cancer screening

“…Smith et al, 2015). With the expression “didactic persuasion,” we mean health education material delivered to change receivers' attitudes, intentions, or behaviors (Arnold et al, 2022; Occa & Suggs, 2016). Didactic persuasion presents rational arguments favoring a recommended behavior (Occa & Suggs, 2016), typically using statistical information or a “Frequently Asked Questions” format (Wise et al, 2008).…”