School-based health interventions often have limited and inconsistent effects. Although interpersonal communication likely is important, hardly any studies have investigated interpersonal communication of students with their friends, classmates, and parents about the health programs and health behaviors in school-based health interventions. In a two-wave prospective study of 389 adolescents focusing on three health behaviors (i.e., alcohol use, snack intake, and exercise), we addressed two aims. Our first aim was to investigate how student evaluations of a school-based health intervention influenced interpersonal communication about health behaviors (i.e., valence and frequency of conversations). Findings showed that positively evaluating a school-based health intervention increased how often students talked about the intervention with friends, classmates, and parents, as well as how they discussed the three health behaviors. Our second aim was to investigate the influence of interpersonal communication with friends, classmates, and parents on predictors of health behaviors. We found for conversational frequency that frequently discussing health behaviors resulted in healthier (more positive) predictors of exercise, but also in unhealthier (more positive) predictors of snacking and drinking. Furthermore, findings showed that positively discussing exercising, and negatively discussing snacking and drinking, resulted in healthier predictors of these behaviors. Our findings show that it is important to understand the impact of post-intervention communication and that post-intervention communication with peers and parents about health behaviors are predictors of health behavior.
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A challenge in digital content marketing is to create meaningful messages on meaningful moments. To do so, brands frequently align social media messages with topical moments, also known as Real-time Marketing (RTM). While RTM aims to make meaningful connections, the creative development is subject to time pressure due to its real-time nature, which could have a negative effect on originality and craftsmanship, two other creativity dimensions besides meaningfulness which drive consumer responses. We address this tension by examining the creative crafting of RTM on Instagram and its consequences. Based on a content analysis of 516 Instagram messages, we indeed found a meaningfulness bias for RTM, such that meaningfulness comes at the expense of originality and craftsmanship. However, the findings from the content analysis, as well as an additional experiment (N = 245), showed that only craftsmanship and originality, and not meaningfulness, positively induced consumer responses. Implications are discussed.
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Peter Neijens received the Flemming Hansen Award 2019 for excellence in research from the European Advertising Academy (EAA). This long-term impact award honors a scholar who has made contributions to distinguished scholarship and has a significant impact in the field of advertising research. The EAA grants the Fleming Hansen Award every second year.
At the conference in Prague, Peter Neijens was awarded as Fellow of the International Communication Association. Fellow status is a recognition of distinguished scholarly contributions to the broad field of communication.
The paper ‘The Relation Between Actual and Perceived Interactivity’ authored by Hilde Voorveld, Peter Neijens, and Edith Smit is included in the first virtual special issue of the Journal of Advertising. The issue contains the ten most important papers in the area of Online Advertising published between 2007 and 2013 in the journal. Continue reading
Prof. dr. Peter Neijens has been awarded the first NeFCA Career Award for a lifetime of scholarly achievement in communication science. He received the award during the Etmaal conference 2013. The award recognizes scholars who have shown substantive and quantifiable contributions, scientific as well as societal, to the field of communication studies. Continue reading