Effects of Multiple Exposures and Ad-Skipping Behavior on Recall of Health Messages on YouTubeTM

Romberg, Alexa R.; Tulsiani, Shreya; Kreslake, Jennifer M.; Lo, Erin J. Miller; Simard, Bethany; Rask, Amy; Arismendez, Shruthi Vale; Vallone, Donna; Hair, Elizabeth C.

doi:10.3390/ijerph17228427

Cited by 9 publications

(11 citation statements)

References 18 publications

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“…An effective advertising campaign contributes to the notoriety of a product, service or cause, and can arouse the interest of the recipient and lead them to perform a certain action (Sigit, 2018). In this sense, a campaign can influence attitudes and behaviors (Gracia et al , 2018; Romberg et al , 2020).…”

Section: Domestic Violence Awareness Campaigns and Their Effectivenessmentioning

confidence: 99%

Effects of awareness campaigns against domestic violence: perceived efficacy, adopted behavior and word of mouth

Ribeiro Cardoso,

Jólluskin,

Paz

et al. 2023

JCRPP

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Purpose Domestic violence is a global social and public health problem for which several awareness campaigns have been conducted. Therefore, it is necessary to understand the impact of these campaigns on the population and the process of perception of the messages. In this context, this study aims to analyze the attitudes of individuals toward domestic violence campaigns. Design/methodology/approach Conducted in Brazil, this research adopted a quantitative approach, using a questionnaire survey with a convenience sample. The conceptual model incorporated three dimensions, namely, the perceived efficacy of the subjects regarding the campaigns, the adopted behavior as a consequence of exposure to the messages and finally, the word of mouth, the recommendation of conduct advised in the campaigns to family and friends. These dimensions were translated into a set of items that integrated the data collection instrument. In the questionnaire, it was intended that the interviewees answered the questions having in mind the campaigns addressed to the Brazilian population with the purpose of prevention for domestic violence, recently released in Brazil. Findings In a first descriptive analysis, all dimensions obtained positive values. The conceptual model was analyzed, and the hypotheses under study were tested using the partial least squares method. As for convergent and discriminant validity, it was found that each dimension presented adequate internal consistency and, simultaneously, was distinct from the others. The structural model explained 69.2% of the variance of “word of mouth” and 28.5% of the variance of “adopted behavior.” H1 was confirmed, showing a positive influence between perceived efficacy and adopted behavior. H2 was also accepted, and a positive impact of adopted behavior and the intention to recommend to others (word of mouth) was verified. Practical implications As a practical contribution, this research allows outlining recommendations for social marketing and communication professionals responsible for awareness campaigns. The results can alert professionals responsible for these campaigns to give visibility to the campaign itself, broadcasting it through mass media, if possible, but also through digital media, such as social networks. In terms of message content, the campaigns should seek behavioral change, leading, on the one hand, the recipients to adopt new behaviors and, on the other hand, to recommend these same behaviors to family and friends, thus multiplying the effect and effectiveness of the campaign. Originality/value This study makes an academic contribution, as it directly explores the impact of domestic violence prevention campaigns on the population and can be adapted to campaigns for other social causes. In addition, to the best of the authors’ knowledge, this is one of the first studies on domestic violence campaigns in Brazil, one of the main countries affected by this problem. As a practical contribution, this research allows outlining recommendations for social marketing and communication professionals responsible for awareness campaigns.

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Section: Domestic Violence Awareness Campaigns and Their Effectivenessmentioning

confidence: 99%

Effects of awareness campaigns against domestic violence: perceived efficacy, adopted behavior and word of mouth

Ribeiro Cardoso,

Jólluskin,

Paz

et al. 2023

JCRPP

View full text Add to dashboard Cite

show abstract

“…In digital media, advertising is often skippable and perceived as more of a disturbance [8,9], and the obstacles of data privacy make it complicated to obtain or create metrics that are standardized across platforms and parsimonious. There is little research on exposure of media campaigns in a real-life digital setting, likely owing to limited options of viable platforms [10,11]. An increasing number of studies are being conducted within social media, specifically Facebook, to recruit participants [12][13][14], as well as to assess the feasibility of using Facebook to reach and survey youths and young adults about the use of tobacco and other substances [15,16].…”

Section: Introductionmentioning

confidence: 99%

Assessing the Feasibility of Studying Awareness of a Digital Health Campaign on Facebook: Pilot Study Comparing Young Adult Subsamples

Tulsiani¹,

Ichimiya²,

Gerard³

et al. 2022

JMIR Form Res

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Background Mass media campaigns for preventive health messaging have been shown to be effective through years of research. However, few studies have assessed the effectiveness of campaigns on digital media, which is currently how youths and young adults are primarily consuming media. In particular, a platform that can accurately assess exposure to digital messaging in a real-life setting has yet to be developed. Objective This study examines the feasibility of a unique survey platform, Virtual Lab, to conduct a study on exposure to a media campaign within Facebook using a chatbot-style survey administration technique. Methods Virtual Lab is a survey platform that was used to recruit and survey participants within Facebook and Facebook Messenger, respectively. We created a Facebook business account with 2 Facebook pages: one for recruitment and disseminating the survey and the other one for serving the target advertisements. Pre- and postexposure surveys were administered via Facebook Messenger using a chatbot-style questionnaire 1 week apart. During this time, the target advertisements were shown to participants who completed the pre-exposure survey. The total time from recruitment to completion of the postexposure survey was 13 days, and incentive costs were US $10 per participant. Survey data were compared between those who completed both pre- and postexposure surveys and those who only completed the pre-exposure survey; that is, those who were lost to follow-up. The demographics of the complete cases were also compared to the US census data. Results A total of 375 Facebook users aged between 18 and 24 years met eligibility requirements and consented to the study, which consisted of complete cases (n=234) and participants lost to follow-up (n=141). A few differences between complete cases and participants lost to follow-up were observed. Regarding gender, complete cases comprised 40.2% males and 59.4% females, and among participants lost to follow-up, 44.0% were male and 50.4% were female (P=.003). Differences were also observed for e-cigarette use status, where a greater number of current users and fewer past and never users were lost to follow-up than complete cases (P=.01). Conclusions The use of Virtual Lab yielded a diverse sample quickly and cost-effectively. Demographic characteristics of participants who completed the study and those who were lost to follow-up were similar, indicating that no biases were caused by the platform during recruitment or testing. This study suggests the feasibility of the Virtual Lab survey platform for studies of media campaign exposure within Facebook. This platform can advance health campaign research by providing more accurate data to inform digital messaging.

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“…There is only one study utilizing an experimental design to assess individual-level digital campaign ad exposure and individual outcomes. In a lab-based setting, Romberg et al 42 randomized participants to increasing levels of exposure to a mix of forced and skippable digital video ads for e-cigarette use prevention in a naturalistic online browsing environment. The authors found that ad recognition did not vary in a dose-response manner by randomized exposure levels when participants were able to skip ads but ad recognition was sensitive to non-randomized completed ad views.…”

Section: Introductionmentioning

confidence: 99%

“…The authors found that ad recognition did not vary in a dose-response manner by randomized exposure levels when participants were able to skip ads but ad recognition was sensitive to non-randomized completed ad views. 42 Although Romberg utilized a digital environment that mimicked real-world online browsing, the research occurred in a lab setting and required participants to physically attend multiple lab visits over time. 42 This type of lab-based protocol can be costly and slow with respect to recruitment and retention efforts, is constrained to local convenience samples and may have limited generalizability to a browsing experience in a person's natural environment.…”

Section: Introductionmentioning

confidence: 99%

Assessing digital advertising exposure using a virtual experimental protocol

et al. 2022

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Introduction The rapid increase in online public education campaigns underscores the need for a better understanding of the effects of exposure to digital advertising and targeted individual-level outcomes. The goal of this study is to develop a virtual experimental protocol to evaluate the dose-response effects of individual-level exposure to digital video ads on campaign outcomes in a naturalistic online browsing context. Methods Young adults aged 18–24 years ( n = 221) completed three 5 min viewing sessions on a realistic mock-up of the YouTube mobile app over a period of 2 weeks, followed by a 10-min survey after the third session. Participants were randomized to view between 0 and 6 exposures of ads from an e-cigarette prevention campaign; respondents viewed a total of 2 ads per session, with 0 to 2 of those ads being non-skippable digital video ads from the campaign and/or a dummy ad. The video ads played prior to short YouTube videos. Outcomes measured were self-reported ad recognition, frequency of ad exposure, and main message knowledge. Results This study demonstrates a rapidly accessible virtual experimental protocol for evaluating the dose-response effects of digital advertising and individual-level outcomes. Five digital exposures of non-skippable video ads delivered via this platform over a 2-week period generated the highest ad recognition when there were up to six exposures. Higher exposure levels may be needed for message knowledge and ad-content-related effects. Conclusion This protocol can be extended to investigate dose-response effects and mechanisms of action of individual-level exposure to digital advertising for multiple campaign outcomes, including changes in knowledge, attitudes, and beliefs. Findings can inform evidence for adequate levels of digital exposure in public education campaigns.

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Effects of Multiple Exposures and Ad-Skipping Behavior on Recall of Health Messages on YouTubeTM

Cited by 9 publications

References 18 publications

Effects of awareness campaigns against domestic violence: perceived efficacy, adopted behavior and word of mouth

Effects of awareness campaigns against domestic violence: perceived efficacy, adopted behavior and word of mouth

Assessing the Feasibility of Studying Awareness of a Digital Health Campaign on Facebook: Pilot Study Comparing Young Adult Subsamples

Assessing digital advertising exposure using a virtual experimental protocol

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