Exploring How Social Media Message Modality Influences Information Overload, Effectiveness, and Intention to Follow Healthy Eating Suggestions

Adapting Stephens and Rain’s (2011) revised model of complementary Information and Communication Technology (ICT) use, the current study used a 3 (ICT succession: text-only vs. video only vs. combination text and video) x 3 (block repetition) mixed factorial design to examine how different social media modalities (video and text) affect perceived information overload, information effectiveness, attitudes, online engagement intentions, and intention to follow suggestions for healthy eating. A total of 359 participants (Mage = 42.15) were recruited to complete an online experiment. The findings revealed no significant effects of modality succession on information overload, online engagement intention, or behavioral intentions, aligning with some aspects of Stephens and Rains’ (2011) ICT Succession Theory but differing in others. Perceived information overload and effectiveness significantly influenced behavioral intentions, particularly when both information overload and information effectiveness shaped attitudes, although attitude alone did not predict online engagement intention. Notably, low information overload enabled participants to follow suggestions even with lower effectiveness, while high overload required high effectiveness for adherence. Unlike prior studies, online engagement intention did not directly influence behavioral intentions but interacted with attitude and effectiveness, highlighting the need for tailored strategies to reduce overload and enhance effectiveness based on specific behavioral goals