On the Impact of Twitter-based Health Campaigns: A Cross-Country Analysis of Movember

Prasetyo, N.D.; Hauff, Claudia; Nguyen, Dong; Broek, T.A. van den; Hiemstra, Djoerd

doi:10.18653/v1/w15-2607

Cited by 13 publications

(11 citation statements)

References 15 publications

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“…FH-related tweet content analysis revealed that during the study period, majority of tweets posted by both organizations and individuals were in the awareness/prevention category. This finding was in contrast to a previous study that reported Twitter users were more likely to tweet on social aspects of awareness campaigns rather than health aspects 5 . The highest number of daily tweets recorded in each month were associated with singular events, similar to a prior report that found tweets related to cardiology increased in response to news and events 2 .…”

contrasting

confidence: 99%

Use of Twitter to Promote Awareness of Familial Hypercholesterolemia

Bangash

Khan

et al. 2019

Circ: Genomic and Precision Medicine

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Awareness of familial hypercholesterolemia (FH), a prevalent genetic disorder that greatly increases risk of early-onset myocardial infarction, is low 1. It is estimated that of the ~1.3 million people with FH in the US, <10% have been diagnosed 1. Twitter is being increasingly used in academic cardiovascular settings 2 ; however, its potential for promoting awareness of cardiovascular genetic disorders such as FH is unknown. September is designated as the National Cholesterol Education Month (NCEM) to promote awareness of hypercholesterolemia as a risk factor, including through social media. Additionally, the International FH Awareness Day established by the FH Foundation as part of NCEM, includes a 'Tweet-a-thon' 3. We investigated whether there was an increase in FH-related Twitter activity during NCEM in September 2018, using this as a surrogate for FH awareness.

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contrasting

confidence: 99%

Use of Twitter to Promote Awareness of Familial Hypercholesterolemia

Bangash

Khan

et al. 2019

Circ: Genomic and Precision Medicine

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“…More recently, Robert (2013) analyzed health-related fundraisers that utilize temporary body modification with a focus on Movember and Julyna, while Wassersug, Oliffe, and Han (2015) compared Movember’s fundraising strategies with the history of prostate cancer awareness that typically relied on masculine stereotypes. Research at the intersection of Movember and use of social media is even more limited: Prasetyo, Hauff, Nguygen, van den Broek, and Hiemstra (2015) conducted a multi-country analysis of Movember to analyze the impact of tweets on donations, and Bravo and Hoffman-Goetz (2015) conducted a content analysis of 4,222 Canadian tweets to determine what topics were discussed on Twitter.…”

Section: Introductionmentioning

confidence: 99%

Movember: Twitter Conversations of a Hairy Social Movement

Jacobson

Mascaro

2016

Social Media + Society

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Movember is an annual “month-long celebration of the moustache” where men grow a mustache and raise money in the largest philanthropic endeavor for men’s health. Movember is predominantly an online campaign, and consequently, participants have actively embraced social media; this is evidenced in the 1,879,994 tweets collected during Movember 2012 in this research project. This article presents an analysis of Movember that examines how individuals use the numerous syntactical features of Twitter to engage in conversation and share information in order to develop a nuanced understanding of how people are utilizing social media as part of the social movement. While Movember has been successful in gaining traction on social media, the Twitter data point to surprising conclusions that have implications for understanding non-profits and social movements online. The following study provides two main contributions to existing sociotechnical social movement literature using a mixed-methods approach. First, the findings suggest that there is limited true conversation taking place although the stated purpose of the campaign is to facilitate conversation. Second, the findings identify that participants are more engaged with Movember as a branded movement than engaged in health promotion. While the tweets are conversational in form, they are largely not conversational in function, which points to Twitter being used as a broadcast tool in this context. These findings have broad implications for understanding how social media is used to engage individuals in social campaigns and engage with each other and share information.

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“…In our data, 382 users have only one relevant tweet and 1,271 users have 5 relevant tweets or less. Furthermore, many of the tweets posted during the campaign focus on the Movember community (Bravo and Hoffman-Goetz, 2015;Dwi Prasetyo et al, 2015), making it hard to distinguish between the different motivations. For example, instagram.com is among the top three of hostnames for all motivation types.…”

Section: Resultsmentioning

confidence: 99%

#SupportTheCause: Identifying Motivations to Participate in Online Health Campaigns

Nguyen¹,

Broek²,

Hauff³

et al. 2015

Proceedings of the 2015 Conference on Empirical Methods in Natural Language Processing

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We consider the task of automatically identifying participants' motivations in the public health campaign Movember and investigate the impact of the different motivations on the amount of campaign donations raised. Our classification scheme is based on the Social Identity Model of Collective Action (van Zomeren et al., 2008). We find that automatic classification based on Movember profiles is fairly accurate, while automatic classification based on tweets is challenging. Using our classifier, we find a strong relation between types of motivations and donations. Our study is a first step towards scaling-up collective action research methods.

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On the Impact of Twitter-based Health Campaigns: A Cross-Country Analysis of Movember

Cited by 13 publications

References 15 publications

Use of Twitter to Promote Awareness of Familial Hypercholesterolemia

Use of Twitter to Promote Awareness of Familial Hypercholesterolemia

Movember: Twitter Conversations of a Hairy Social Movement

#SupportTheCause: Identifying Motivations to Participate in Online Health Campaigns

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