JMIR Publications

ABSTRACT

Background:

The ubiquity of short videos has demonstrated vast potential for health communication. An expansion of research has examined the persuasive effect of health communication in short videos, yet a synthesis of the research has been lacking.

Objective:

This paper aims to provide an overview of the literature examing the persuasive effect of health communication in short videos, offering guidance for researchers and practitioners. In particular, it seeks to address four key research questions: 1) What are the characteristics of short videos, samples, and research designs in short-video-based health communication literature? 2) What theories underpin the short-video-based health communication literature? 3) What are the persuasive effects of health communication in short videos? and 4) What directions should future research in this area take?

Methods:

Following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines, an electronic search of 10 databases up to March 10, 2023, generated 4,118 results. After the full-text screening, 18 articles met the full eligibility criteria.

Results:

Current research lacks a uniform definition of short videos, demonstrates sample biases in location and education, and may have limited external validity due to a focus on experimental methods. Most studies in this synthesis are theoretically grounded or employ theoretical concepts, predominantly well-examined in persuasion research. Moreover, relevant topics and suitable themes are effective in persuasive health communication outcomes, while the impact of diverse narrative techniques remains ambiguous.

Conclusions:

We recommend that future research extends the definition of short videos beyond time constraints and explores non-Western and lower-educated populations. Additionally, researchers should consider field experiments to enhance external validity and examine the impact of audience targeting and narrative techniques in short video health communication. Lastly, investigating how short videos' unique aspects interact with or challenge traditional persuasion theories is essential.