Options
The role of narrative messages and gender in social media users' behaviour
Citation
Mohammed Shaheer Mohammed Yousoff & Ang, P.-H. R. (2024). The role of narrative messages and gender in social media users' behaviour [Dean's Commendation for Undergraduate Educational Research Papers selection, Nanyang Technological University]. NIE Digital Repository. https://hdl.handle.net/10497/28903
Abstract
The main aim of this research study is to understand whether the effectiveness of a public service message in motivating one towards making appropriate changes to their social media use habits is influenced by the use of narrative or gender or a combination of both. Therefore, the 2 variables of this study are use of narrative and gender. A sample size of 160 young adults aged 21 years old and above participated in the study. This research study showed that narratives and gender in combination had an influence on whether the message had the potential to trigger change in the participants regarding their social media use habits. Specifically, female participants found narrative messages to be more persuasive in making appropriate changes to their social media use habits. However, the findings from this study showed that the manner in which messages are conceptualized and presented did not influence males to make appropriate changes to their social media use habits.
Date Issued
2024
Publisher
National Institute of Education, Nanyang Technological University (NIE NTU), Singapore
Date Submitted
2024