This study examines whether testimonial content on Instagram enhances emotional engagement and strengthens anti-smoking attitudes among Indonesian adolescents. Using a mixed-method design, 100 university students aged 18–24 were exposed to three types of Instagram posts: testimonial visuals, infographics, and text-based messages. Engagement metrics (likes, comments, shares) and sentiment-coded user comments were analyzed through ANOVA and thematic analysis. Results showed that testimonial posts generated the highest interaction, with likes (80%), comments (10%), and shares (5%), nearly doubling engagement compared to infographics and text formats. Sentiment analysis revealed empathy (40%) and fear (25%) as dominant emotional responses, indicating that emotional resonance enhances message retention and peer interaction. These findings suggest that testimonial storytelling on Instagram is more effective than data-driven formats in fostering anti-smoking attitudes among youth. Campaign designers and policymakers should prioritize culturally grounded testimonial narratives to increase relatability, encourage reflection, and promote behavior change, while ensuring inclusivity and ethical implementation.
Subiantoro et al. (Thu,) studied this question.
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