Identifying How Framing Style, Source Credibility, Scientific Referencing, and Social Media Popularity Interact to Influence Adolescents’ Trust and Behavioural Intention in Response to Health Advice on Social Media

This research examines how adolescents evaluate and respond to health-related information on social media, focusing on the interaction between framing style, source credibility, scientific referencing, and social media popularity. Using 32 systematically designed Instagram-style posts, the study simulated realistic online conditions to test how these factors shape adolescents’ perceptions of trustworthiness and their likelihood to follow health advice. Participants—22 adolescents aged 14 to 18—were exposed to posts varying in framing (gain vs. fear), source type (expert vs. layperson), presence of scientific references, and follower count. Each participant rated the posts on trust and behavioural intention using a 5-point Likert scale, allowing the researcher to isolate how each variable influenced perception and action.

Findings revealed that source credibility and expertise were the most powerful predictors of trust and behavioural intention, surpassing the influence of framing or popularity. While gain-framed messages and high-follower accounts were perceived as more engaging and actionable, credibility remained the decisive factor in whether adolescents believed or intended to act upon health advice. The inclusion of scientific references also modestly enhanced perceived reliability, suggesting that adolescents recognize formal cues of evidence even in informal digital contexts.

Overall, the paper highlights the importance of credible, evidence-based communication in adolescent health education online. It underscores how expert-led, well-framed messages can promote responsible health behaviour, while social popularity can amplify misinformation if credibility is weak. The research concludes with a call for improving digital health literacy among adolescents, equipping them to discern trustworthy sources in an increasingly complex information landscape.