Framing health messages in short-form videos: a moderated mediation model with medication belief and susceptibility to informational influence

Purpose This study explores how message framing in short-form health videos influences medication purchase intention and the underlying mechanisms. Design/methodology/approach Three experiments were conducted. Study 1 investigated the relationships between message framing, negative emotions, and medication purchase intention. Study 2 tested the moderating role of medication belief in a moderated mediation model using a 2×2 between-subjects design, and Study 3 examined that of susceptibility to informational influence using a one-factor between-subjects design. Findings Consumers showed higher over-the-counter medication purchase intention after watching loss-framed messages in treatment-oriented short-form health videos. These messages evoked negative emotions, which in turn increased medication purchase intention. Medication belief and susceptibility to informational influence moderated the mediating effect of negative emotions, such that the effect was enhanced among individuals with high medication belief or high susceptibility to informational influence. Practical implications Pharmaceutical marketers should strategically deliver loss-framed messages in short-form health videos to effectively promote over-the-counter medications. Originality/value The study extends the framing effect to treatment-oriented short-form health videos. It reveals the mediating role of negative emotions and the moderating effect of medication belief and susceptibility to informational influence within a moderated mediation framework, highlighting key emotional and individual-level factors in digital health decisions.