Affiliation:
1. İSTANBUL MEDİPOL ÜNİVERSİTESİ
Abstract
As a result of people turning to internet-based mental health applications during the Covid-19 pandemic, downloads of the ten most popular mental health applications increased by 2 million in the first quarter of 2020, and this market is expected to grow to 3.7 billion dollars in 2027.
This study aims to reveal and comparatively analyze the persuasion strategies used in mental health applications downloaded by millions of users to interpret their success. In the literature section of this study, the mental health applications that individuals turn to in times of crisis are examined in the context of persuasion and captology. In the research part, a case study was conducted to reveal the persuasion strategies of the three mental health applications selected by the purposive sampling method. The sample is analyzed through Esgin's Behavioral Coding Model Table, which is an adaptation of Cialdini's six principles of persuasion to B.J. Fogg's behavioral model.
When the sample is examined in the context of captology, it is observed that the applications use at least 5 of the 6 persuasion principles, and it was concluded that Meditopia is the one that uses persuasion codes the most successfully.
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