The Effects of Twitter Users’ Weight Status and Gender on Attitudes and Viral Behavior Intentions toward Obesity-Related News Coverage

• In Event: Social Media, Exercise, and Obesity

Abstract

In this study, male and female participants were exposed to identical news stories covering obesity topics paired with tweets from users; an emerging news format that is gaining increasing popularity. The study aims at understanding how the interdependence between news and user-generated social media posts affects consumers’ evaluations of and engagement with online content, and eventually, health attitudes and behaviors. An experiment (N = 333) explored how the weight status and gender of a Twitter user (tweeter) affect participants’ evaluations and viral behavioral intentions for news stories, as a function of participants’ gender. Results showed that participants differed in their evaluations of and viral behavioral intentions for news stories as a function of the interaction between Twitter user gender and weight status. These effects also varied as a function of the participant’s own gender. Findings are discussed within the context of novel news formats and their persuasive effects on changing people’s attitudes and behaviors.

Authors

• Nasser N Almutairi, Michigan State U

• Saleem Elias Alhabash, Michigan State U

• Lea C. Hellmueller, Texas Tech University

• Erin Willis, U of Memphis