Using Video Testimonials as a Social Marketing Intervention in Adolescent Smoking Cessation Programs

This study aimed to examine the effects of the antecedent and moderator variables of empathic concern on altruistic motivation in context of adolescent smoking prevention. We designed a school-based smoking cessation program as a social marketing intervention tool to influence high-school student behavior using a testimonial video. A simulation with a hypothetical scenario was conducted to observe students’ reactions to the stimulus. Participants were shown a testimonial video of a young individual suffering due to smoking, and were asked to imagine such consequences happening to their own peers. The program development started in June 2022, and was implemented in August-September 2022. A total 78 students from two experimental studies was participated. We recorded the video testimony in a high-definition format (full HD 1080p/60fps) using a Sony Alpha 6000. Video editing was performed using Camtasia Studio 2019 in mp4 format. The implications of this research suggest that schools, as organizations, can utilize a multimedia approach (e.g., video testimonials) to design comprehensive social marketing programs focused on peer relationships.

本研究旨在探讨同理心关怀的前因和调节变量对青少年吸烟预防情境中利他动机的影响。我们设计了一项基于学校的戒烟计划，作为社会营销干预工具，旨在通过见证视频影响高中生行为。通过模拟一个假设情景，我们观察了学生对刺激的反应。参与者观看了一段描述因吸烟而遭受苦难的年轻个体的见证视频，并被要求想象这样的后果发生在他们自己的同龄人身上。该计划于2022年6月开始开发，并于2022年8月至9月实施。共有来自两个实验研究的78名学生参与了此项研究。我们使用索尼Alpha 6000在高清格式（全高清1080p/60fps）下录制了视频见证。该研究的结果表明，学校作为组织，可以利用多媒体方法（例如，见证视频）来设计以同伴关系为重点的全面社会营销计划。