Health-related digital content engagement during the COVID-19 pandemic: an elaboration likelihood model lens

Abstract

PurposeThe effectiveness of a message and its attributes have become important for digital media. This study aims to investigate how different elements of a website including both argument-oriented and emotional stimuli based on the elaboration likelihood model (ELM) can affect the issue involvement and change the attitude of the website visitors of a healthcare service provider.Design/methodology/approachThe Ministry of Health and Education (MOHME) website was selected to explore how its content and design can persuade visitors. An online survey was conducted on 355 adults engaging in health protection behaviors during the COVID-19 pandemic.FindingsStructural equation modeling (SEM) analysis showed that one design element, i.e. website navigation and one social cue, i.e. social connectedness, have positive impact on issue involvement, while social presence and website satisfaction have a negative effect on issue involvement because of the random fluctuation suppressor effect. In addition, prior knowledge significantly influenced the issue's involvement. Further, website satisfaction has impacted attitudes directly. There was no significant relationship between argument quality and issue involvement.Originality/valuePrevious works have studied health-related behaviors in offline contexts; however, the scholars have not focused on the individuals' persuasion using ELM regarding the healthcare services provided in online communities. The results of the current study have theoretical and practical implications for scholars, website designers and policymakers.