The moderating role of colour in modelling the effectiveness of COVID-19 YouTube animated cartoons on the health behaviour of social media users in Nigeria

Abstract

Previous studies on the effect of cartoon hardly consider the moderating role of colour. Additionally, studies on the use of social media for health promotion pay less attention to sustainability of health behaviour. In this study, we examined the moderating role of colour on the effectiveness of COVID-19 YouTube animated cartoons on health behaviour of social media users in Nigeria. We survey a total of 470 social media users in Nigeria who reported exposure to YouTube COVID-19 animated cartoons. It was found that colour significantly predict recall of YouTube animated cartoons on COVID-19. In addition, the result of the study revealed that colour significantly moderate impact ofCOVID-19 YouTube animated cartoons on health behaviour of social media users. The result further showed that exposure to COVID-19 YouTube animated cartoons will significantly predict knowledge of the virus. The result also showed that recall of messages theme in COVID-19 YouTube animated cartoons significantly predicts health behaviour of social media users. Finally, the result of the study showed that self-efficacy, task self-efficacy, coping self-efficacy, and outcome expectancy significantly predict health behaviour sustainability among social media users who are exposed to COVID-19 YouTube animated cartoon. We highlighted the implications of these results on health promotions.

Predicting COVID-19 health behaviour initiation, consistency, interruptions and discontinuation among social media users in Nigeria

“…This study has extended previous ones ( Laranjo et al , 2015 ; Gough et al , 2017 ; Ikpi and Undelikwo 2019 ; Lyson et al , 2019 ; Okpara et al , 2021 ) on health behaviour by combining initiation, interruption, consistency and discontinuation. This is an aspect that has not been significantly considered in extant literature.…”

“…These variables included perceived vulnerability, perceived seriousness, benefit to taking action, and barriers to taking action, cue to taking action as well as self-efficacy. Additional variables were adopted from the studies of Onuora et al (Onuora et al , 2021 ), Gever et al (Gever et al , 2021 ) and Okpara et al (Okpara et al , 2021 ). Therefore, from the study of Gever et al we adopted behaviour fatigue and behaviour discomfort.…”

“…The sampling technique that we utilized in this study was the respondent-driven sampling (RDS) chain referrals ( Johnston et al , 2008 ; Okpara et al , 2021 ). We decided to apply this sampling technique because it is capable of ensuring that inclusion into the sample was open to as many social media users in Nigeria as possible.…”

“…However, as time progressed, coupled with the growing acceptance of social media as means of communication, healthcare delivery strategy and health information sharing modified to consider social media as effective channels for health education and awareness. Okpara et al note that we are now in a social media dominated era to an extent that social media platforms have made communication more affordable than it was years back (s Okpara et al , 2021 ). Okpara et al add that social media platforms have equally widened message options such that message elements such as text, video, voice, pictures as illustrations can be combined to deliver information.…”

“…The researchers paid particular attention to health behaviour related to COVID-19 and reported that exposure to health information on COVID-19 on social media significantly influences the health behaviour of social media users in Nigeria. Okpara et al also reported that animated cartoons influence health behaviour related to COVID-19 but added that this relationship is moderated by cartoon colour ( Okpara et al , 2021 ). According to Okpara, the brighter the colour the more likelihood that such YouTube animated cartoons will influence health behaviour and vice versa.…”