When a Personal HPV Story on a Blog Influences Perceived Social Norms: The Roles of Personal Experience, Framing, Perceived Similarity, and Social Media Metrics

The current study examines how a personal health story on a blog can influence individuals' perceived social norms, adopting the notion that social norms are "group identity-based codes of conduct". For that, we tested the effects of story framing and personal experience on perceived similarity, which interacts with social media metrics in forming perceived social norms. In an online experiment, college students (