*2.4. Statistical Analyses*

For each of the items evaluated on a Likert scale, the relative frequency of each of the five response categories as well as the mean and standard deviation (SD) were calculated. For the scale "intention to share in social media", a total score of the mean of the single item was calculated as Cronbach's alpha and indicated the internal consistency of this scale (alpha > 0.7). In order to evaluate the independence of the evaluation of the individual campaign illustrations, a non-parametric analysis of variance (ANOVA) was carried out. A Dunn-Bonferroni post hoc test was used if pANOVA was <0.05. Data were analyzed using SPSS (IBM SPSS 24.0, SPSS Inc., Chicago, IL, USA). Of the 121 participants, 35 subjects did not complete all items. We did not see a systematic tendency that specific items were not answered, the only observable tendency was that there were more missing data in the items at the end of the questionnaire such as socio-demographic information. Therefore, these item-non-responders were only excluded from analyses for their respective missing items.
