Do pictures help tell the story? An experimental test of narrative and emojis in a health text message intervention

The use of mobile devices continues to grow, as does the use of mobile devices for health information and health promotion. Little research, however, has assessed how specific characteristics of a health text message intervention may impact message processing and attention. We conducted a 3X2 experiment with 426 young adults to assess the impact of narrative messages (e.g., stories) and the use of emojis on message processing and message attention. The results were mixed, although exposure to non-narrative messages without emojis resulted in increased message elaboration and perceptions of credibility. Our research highlighted that, depending on the goals and content of the messaging, message creators should consider the message format and features such as the use of emojis.