A Model of Social Media Effects in Public Health Communication Campaigns: Systematic Review (Preprint)

Abstract

BACKGROUND Social media platforms are frequently used in health communication campaigns. Common understandings of campaign effects posit a sequential and linear series of steps from exposure to behaviour change. These concepts need to be re-evaluated in the age of social media. OBJECTIVE To describe a conceptual pathway of effects for how social media marketing may influence health-related outcomes. METHODS We conducted a systematic review of studies reporting on the use of social media as part of health communication campaigns, extracting campaign information such as objectives, platform(s) used, and measures of campaign performance (PROSPERO Registration: CRD42021287257). We used these data to develop our conceptual model. RESULTS We identified 99 eligible studies reporting on 93 campaigns. The campaigns were conducted in over 20 countries, targeted a variety of health issues, and predominantly used Facebook, Twitter, Instagram, and/or YouTube. Most campaigns (n=81) set objectives targeting awareness or individual behaviour change. Process measures (n=68; e.g., reach, impressions) and/or engagement measures (n=73; e.g., likes, retweets) were reported most frequently, while two-fifths (n=42) did not report any outcomes beyond engagement, such as changes in knowledge, behaviour, or social norms. Our model suggests that campaign exposure can lead to individual behaviour change and improved health outcomes, either via a direct or indirect pathway. ‘Engagement’ is positioned as critical to success and all types of engagement is treated as equal and good. Additionally, the process is no longer linear and sequential and indirect effects on behaviour change or improved health outcomes, via social or policy changes, are possible. CONCLUSIONS Our review has highlighted a change in conventional understandings of how campaigns can influence health outcomes. Our new model provides campaigners with a starting point to develop and tailor campaign messages and allows evaluators to identify critical assumptions to test, including the role and value of ‘engagement’.

Association between fitness technology use and physical activity mediated by communication behaviors on social media

“…By doing so, interventions and campaigns can not only expand the reach but also boost engagement among target audience. 64 Third, intervention programs can utilize fitness technologies as a central component to promote PA. By integrating features that facilitate social interaction and support, these interventions can increase adherence to exercise routines and promote sustained behavior change. 65 …”

A Model of Social Media Effects in Public Health Communication Campaigns: Systematic Review

“…Our proposed model in Figure 3 is relatively simple, with tight boundaries to emphasize the newly introduced concepts. In a web-based version, our model has also been rendered as a more expanded systems map to illustrate possible future directions for this work [136]. Multimedia Appendix 4 explains the model in more detail.…”