Blending emotion and logic in health messaging strategy: Audience perception of message appeals in anti- and pro-vaccination memes

The rise of digital disruption and the spread of misinformation pose significant challenges for health marketers striving to develop credible and reliable content. Using Taylor's Six-Segment Message Strategy Wheel, this analysis assesses how strategic appeals in anti- and pro-vaccination messages influence recognition and audience perception of vaccination stance. Results show that emotional messaging, especially when visual, enhances recognition, while combining emotional and informational appeals increases persuasive impact. By analyzing user-created health messages, this study offers practical guidance for crafting campaigns that resonate with audiences and counter misinformation, ultimately supporting efforts to restore trust in public health marketing campaigns.