This study evaluates the effect of an influencer campaign on e-scooter risk behavior among adolescent e-scooter users in Norway. The analysis shows no statistical differences in self-reported risk behaviors (dual riding, riding under the influence and mobile phone use) among respondents who had seen one of the campaign films, compared to respondents who had not seen the films. Neither did the campaign change norms or attitudes. Hence, the campaign did not appear to have intended effects. On the contrary, differences in perceived attitudes, descriptive norms and intentions were found, which could imply a backfire-effect. Respondents who had seen the campaign held *poorer* attitudes, were *more* likely to claim that it was normal, and were *more inclined* to perform some of the risky behaviors.


    Zugriff

    Download


    Exportieren, teilen und zitieren



    Titel :

    Evaluation of an Influencer Campaign on Social Media Targeting Young E-scooter Users


    Beteiligte:
    Aslak Fyhri (Autor:in) / Vibeke Milch (Autor:in) / Ingunn Ellis (Autor:in) / Katrine Karlsen (Autor:in)

    Erschienen in:

    Erscheinungsdatum :

    2023




    Medientyp :

    Aufsatz (Zeitschrift)


    Format :

    Elektronische Ressource


    Sprache :

    Unbekannt




    Are young users willing to shift from carsharing to scooter–sharing?

    Abouelela, Mohamed / Al Haddad, Christelle / Antoniou, Constantinos | Elsevier | 2021


    Attitudes of E-Scooter Non-users Towards Users

    Kostareli, Athanasia / Basbas, Socrates / Stamatiadis, Nikiforos et al. | Springer Verlag | 2020


    A First Look at E-Scooter Users

    Raptopoulou, Alexandra / Basbas, Socrates / Stamatiadis, Nikiforos et al. | Springer Verlag | 2020



    Scooter frame and scooter

    WANG ZULONG / ZHANG YANG / TAN DONGCHAO et al. | Europäisches Patentamt | 2024

    Freier Zugriff