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Abstract
This study investigated effects of depression campaign Facebook posts (DCFPs) using framing, visuals, cultural appeals, and social support strategies on intention to provide depression support; examined effects of post features on their affective and cognitive evaluation; and explored the moderating roles of mental health literacy and acculturation. Two online experimental studies were conducted to test the proposed research questions and hypotheses. In the first online experimental study, a 2 (framing: gain vs. loss) x 2 (visuals: photograph of real people vs. cartoon graphic) x 2 (cultural appeal: present long-term future reward vs. absent long-term future reward) between-subjects experiment with a representative sample of 320 Chinese immigrants in the United States was used. In the second online experimental study, a 2 (comment link: present vs. absent) x 2 (visuals: group photo vs. photo of individual) x 3 (reaction emoticons: positive vs. mixed vs. negative) between-subjects experiment with a representative sample of 500 Chinese immigrants in the United States was used. First, photographs elicited greater intention to provide depression support than cartoon graphics. Second, sequential mediation models reveal that loving emotion and perceived self-efficacy in depression identification served as two sequential mediators for the relationship between DCFPs using a group photo and absent long-term future reward and the intention to provide depression support. Optimism and perceived self-efficacy in providing support resources served as two sequential mediators for the relationship between DCFPs using either a group photo or positive-reaction emoticons and the intention to provide depression support. Third, moderated mediation models suggest that the effect of DCFPs on intention to provide depression support through perceived self-efficacy in depression identification is congruent with higher mental health literacy. However, the effect of DCFPs on intention to provide depression support through perceived self-efficacy in providing support resources is incongruent with higher mental health literacy. Fourth, acculturation plays a potential moderating role: acculturation in affinity to ethnic identity and food preference might increase intention to provide depression support, but acculturation in language ability/entertainment preference and parental identity might reduce that intention. This study offers practical recommendations for health-communication and public-relations professionals to implement effective depression help-support campaigns.