General Audience Engagement With Antismoking Public Health Messages Across Multiple Social Media Sites: Comparative Analysis

Reuter, Katja; Wilson, Melissa L.; Moran, Meghan Bridgid; Le, NamQuyen; Angyan, Praveen; Majmundar, Anuja; Kaiser, Elsi; Unger, Jennifer B.

doi:10.2196/24429

Cited by 28 publications

(24 citation statements)

References 43 publications

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“…The studies by Kite et al [ 56 ], Lister et al [ 57 ], Parackal et al [ 58 ], Rabarison et al [ 59 ], and Reuter et al [ 60 ] measured engagement in and of itself. In particular, the study by Rabarison et al [ 59 ] focused on a specific aspect of the social media in question: Twitter chats.…”

Section: Resultsmentioning

confidence: 99%

“…Specifically, chats of this kind should be used as an engagement tool with the audience by sharing messages and responding to questions from the public. Focusing on Twitter, Instagram, and Facebook, Reuter et al [ 60 ] concluded that engagement with a health message on social media does not indicate user engagement on a website and, therefore, it is recommended that both metrics be taken into account when designing health promotion strategies. It was also suggested to combine organic and advertising messages in health promotion campaigns.…”

Section: Resultsmentioning

confidence: 99%

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Evaluating the Effectiveness of Internet-Based Communication for Public Health: Systematic Review

et al. 2022

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Background Communicating strategically is a key issue for health organizations. Over the past decade, health care communication via social media and websites has generated a great deal of studies examining different realities of communication strategies. However, when it comes to systematic reviews, there is fragmentary evidence on this type of communication. Objective The aim of this systematic review was to summarize the evidence on web institutional health communication for public health authorities to evaluate possible aim-specific key points based on these existing studies. Methods Guided by the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) statement, we conducted a comprehensive review across 2 electronic databases (PubMed and Web of Science) from January 1, 2011, to October 7, 2021, searching for studies investigating institutional health communication. In total, 2 independent researchers (AN and SS) reviewed the articles for inclusion, and the assessment of methodological quality was based on the Kmet appraisal checklist. Results A total of 78 articles were selected. Most studies (35/78, 45%) targeted health promotion and disease prevention, followed by crisis communication (24/78, 31%), general health (13/78, 17%), and misinformation correction and health promotion (6/78, 8%). Engagement and message framing were the most analyzed aspects. Few studies (14/78, 18%) focused on campaign effectiveness. Only 23% (18/78) of the studies had an experimental design. The Kmet evaluation was used to distinguish studies presenting a solid structure from lacking studies. In particular, considering the 0.75-point threshold, 36% (28/78) of the studies were excluded. Studies above this threshold were used to identify a series of aim-specific and medium-specific suggestions as the communication strategies used differed greatly. Conclusions Overall, the findings suggest that no single strategy works best in the case of web-based health care communication. The extreme variability of outcomes and the lack of a unitary measure for assessing the end points of a specific campaign or study lead us to reconsider the tools we use to evaluate the efficacy of web-based health communication.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Evaluating the Effectiveness of Internet-Based Communication for Public Health: Systematic Review

et al. 2022

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“…We need more information about which platforms and channels are most likely to drive people to such websites and which are best at capturing the types of people who will engage with the website content. One recent study43 indicated that the social media platform that had the best click-through rate had the least effective website engagement rate.…”

Section: Campaign Reachmentioning

confidence: 99%

Optimising tobacco control campaigns within a changing media landscape and among priority populations

2022

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Reviews published over the past decade confirm tobacco control campaigns can be effective for influencing adult and youth tobacco use behaviours, with strengthening evidence for high cost-effectiveness. Evidence is also accumulating for positive campaign effects on interpersonal discussions, social norms and policy support that can help motivate and sustain quitting and reduce uptake. Research needs over the next decade centre on the rapidly changing media environment and the equity of campaign effects among high smoking prevalence communities. The field needs specific evidence on: how to measure total campaign reach and frequency across the diverse range of media platforms and channels; the optimum mix of traditional, digital and social media to achieve behaviour change, especially among high smoking prevalence communities; the relative reach and impact of the wide variety of integrated, digital and social media message delivery methods; the relative effectiveness of messages that aim to build capacity to quit and optimum methods for combining motivational and capacity-building messages, especially for high prevalence groups who face additional barriers to staying quit; the ongoing effectiveness of traditional versus new versions of messages highlighting tobacco industry practices; the influence of e-cigarette use on tobacco control campaign effects; and the effectiveness of different types of campaigns aiming to prevent e-cigarette uptake and motivate e-cigarette cessation. Research is also needed to investigate the potential for campaigns to influence the public’s understanding and support for endgame tobacco control policies and for campaign elements that may influence the social and environmental contexts surrounding smokers that support and maintain behaviour change.

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“…There is existing evidence that there are some differences between age groups across the lifespan about how public health information is accessed and used in general ( 19 ). There are also differences in engagement when comparing different social media modes of disseminating public health information ( 20 ). However, there is relatively little research relating to differences between age groups and health messaging specifically relating to the COVID-19 pandemic.…”

Section: Introductionmentioning

confidence: 99%

Age Differences in Preferred Methods of Obtaining and Understanding Health Related Information During the COVID-19 Pandemic in Australia

Williams

Haines

Williams

et al. 2022

Front. Public Health

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Methods of communications and the nature of messaging are critically important in influencing public behavior. The COVID-19 pandemic has resulted in major disruptions to all aspects of life globally and has triggered multiple approaches of health messaging to the general public to communicate COVID-19 preventative measures. This study aimed to identify: (1) differences between age groups in the main avenues used by people to obtain COVID-19 related information; and (2) whether age and information sources were associated with correct interpretation of government messaging relating to how people understand or interpret the terms “self-isolation” and “social distancing.” An online survey was conducted in 2020. Participants were aged over 18 years and grouped into age group decades. Differences in sources of COVID-19 information were compared visually between age groups. Logistic regression was used to determine whether age and each of the various methods of communication of COVID-19 information were independently associated with correct response to the self-isolation, or the social distancing statements. There were 3,300 survey respondents 85% female; age sub-groups: 18–29 (7.4%); 30–39 (10.6%); 40–49 (17.6%); 50–59 (22.9%); 60–69 (25.9%); 70–79 (13.9%); and 80+ (1.7%). People accessed public health messaging information from a wide variety of sources that changed as they aged (e.g., older people were more likely to be exposed to COVID-19 information via television news programs and less likely via social media platforms). Age was frequently associated with whether the message key terms were interpreted correctly or incorrectly, but in some cases, it promoted more correct responses whereas in others, fewer correct responses. There was no difference between being exposed to COVID-19 information via mainstream media, compared with social media, or compared with Government sources of information, in terms of whether COVID-19 messages were interpreted correctly. In order to improve future public health messaging, there is a need for multiple avenues of communication to meet the needs and preferences across and within age groups. Further investigation is warranted into the clarity of the content and method of delivery of public health messages, to ensure optimal understanding of public health messages by vulnerable populations and across the community.

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General Audience Engagement With Antismoking Public Health Messages Across Multiple Social Media Sites: Comparative Analysis

Cited by 28 publications

References 43 publications

Evaluating the Effectiveness of Internet-Based Communication for Public Health: Systematic Review

Evaluating the Effectiveness of Internet-Based Communication for Public Health: Systematic Review

Optimising tobacco control campaigns within a changing media landscape and among priority populations

Age Differences in Preferred Methods of Obtaining and Understanding Health Related Information During the COVID-19 Pandemic in Australia

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