A Social Cognitive Theory based examination of the behavioural change role played by Let's Move's website and social media applications

Abstract

It is of key importance to find ways to combat the growing global obesity epidemic. This thesis investigates, using the basis of social cognitve theory, the behavioural change role played by the obesity prevention campaign Let's Move's online channels, including their website and social media sites. The investigation utitlises qualitative content analysis to examine three key areas: How the official social media sites and websites of the Let's Move campaign work together to facilitate behavioural change; how Let's Move uses its online channnels in their attempt to change the audience's behaviour; and how the audience interacts on using the online channels. The thesis concludes that the use of online channels in Let's Move's campaign allows the official campaign messages and the messages posted by the audience to work together to foster behavioural change.