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Social Diffusion of Campaign Effects: Campaign-Generated Interpersonal Communication as a Mediator of Antitobacco Campaign Effects

机译：运动效果的社会扩散：运动产生的人际交往作为抗烟草运动效果的中介

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摘要

This study examines the role of campaign conversation in the generation and diffusion of campaign effects. Based on Hornik's social diffusion model of campaign influence, this study tests whether campaign conversation, along with campaign exposure, can be a process through which a campaign affects a person's health perceptions using secondary analyses of the Truth~(SM) campaign data. The results of a multilevel modeling of the Legacy Media Tracking Survey (LMTS) data (n = 10,357) show that the effect of the Truth~(SM) campaign activity in the media on individuals' smoking-related beliefs was conveyed through campaign exposure and campaign conversation. Theoretical and practical implications for campaign planning and evaluation are discussed in this article.
机译：本研究考察了运动对话在运动效果的产生和传播中的作用。基于Hornik的运动影响力社会扩散模型，该研究使用对Truth〜（SM）运动数据的二次分析来检验运动对话和运动暴露是否可以成为运动影响个人健康感知的过程。传统媒体跟踪调查（LMTS）数据（n = 10,357）的多级建模结果表明，媒体中的Truth〜（SM）运动活动对个人与吸烟相关的信念的影响是通过运动暴露和传播来传达的。广告系列对话。本文讨论了竞选计划和评估的理论和实践意义。

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