Application of McGuire's Model to Weight Management Messages: Measuring Persuasion of Facebook Posts in the Healthy Body, Healthy U Trial for Young Adults Attending University in the United States

Abstract

Digital communication is a common intervention channel for weight loss, yet little is known about the types of messages that are most effective. Using McGuire's Model of Communication and Persuasion as a framework, this study investigates the persuasiveness of Facebook messages posted as part of the weight loss intervention in the Healthy Body Healthy U (HBHU) study to determine what message characteristics prompt higher engagement on Facebook, and whether certain messages are more appealing to certain demographics. The first four weeks of HBHU Facebook posts (n = 32) were coded according to McGuire's Input Communication Factors. Facebook engagement scores [(Total Engaged Users/Total Reach) × 100] were calculated for each post to determine effectiveness. The most effective posts were diet-related discussions or interactive polls. Participants who engaged with the highest and lowest effect posts were in their mid-twenties and tended to be female. Those engaged with the highest effect posts had an average BMI of 32.34 kg/m², while those engaged with the lowest effect posts had an average BMI of 31.31 kg/m². The least effective posts were didactic lessons (i.e., diet- or reminder-based), or video-based informational posts (edutainment). Future interventions should balance didactic content and interactive engagement to achieve persuasive messaging.

Keywords: Facebook; McGuire’s Model; communication; weight.

Figure 1

McGuire’s Communication and Persuasion Matrix (Adapted from McGuire, 2013).

Figure 2

Sample weekly didactic lesson post by the study team (“Wk1_Tu” in Table 2).

Figure 3

Sample weekly Didactic Vignette as posted by the study team (“Wk2_Th” in Table 2).

Figure 4

Frequencies of each coded variable across all Input Factors. (Panel A): Message Source (“we”, participant, “I”). (Pane B): Message Channel (paragraph, video, picture). (Panel C): Message Theme (diet, physical activity, lifestyle, reminder). (Panel D): Message Intent (click, share, react). (Panel E): Message Type (didactive lesson, informational, participant-generated, didactive vignette, discussion, poll).

Figure 4

Frequencies of each coded variable across all Input Factors. (Panel A): Message Source (“we”, participant, “I”). (Pane B): Message Channel (paragraph, video, picture). (Panel C): Message Theme (diet, physical activity, lifestyle, reminder). (Panel D): Message Intent (click, share, react). (Panel E): Message Type (didactive lesson, informational, participant-generated, didactive vignette, discussion, poll).

Figure 5

Highest vs. Lowest Effect Post as they appeared on Facebook. Note: For coding data, see Wk2_Wednesday for Highest and Wk2_Friday for lowest in Table 2.