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.

本研究旨在探究青少年控烟情境下，共情关怀（empathic concern）的前置变量与调节变量对利他动机的影响效应。本研究设计了一项基于校园的控烟项目作为社会营销干预工具，借助证言视频（testimonial video）影响高中生行为。研究通过设置假想情境开展模拟实验，以观测学生对刺激物的反应。实验向被试播放一名因吸烟而饱受痛苦的年轻人的证言视频，并要求被试想象此类后果降临在自身同伴身上的场景。该项目于2022年6月启动开发，并于2022年8-9月正式实施。两项实验共计招募78名学生参与。本研究使用索尼Alpha 6000（Sony Alpha 6000）相机以全高清1080p/60fps的格式录制证言视频。视频后期编辑采用Camtasia Studio 2019完成，最终导出mp4格式文件。本研究结果表明，作为社会组织的学校可借助多媒体手段（如证言视频），设计聚焦同伴关系的综合性社会营销项目。