Social media as a recruitment platform for a nationwide online survey of COVID-19 knowledge, beliefs, and practices in the United States: methodology and feasibility analysis

Abstract

Background: The COVID-19 pandemic has evolved into one of the most impactful health crises in modern history, compelling researchers to explore innovative ways to efficiently collect public health data in a timely manner. Social media platforms have been explored as a research recruitment tool in other settings; however, their feasibility for collecting representative survey data during infectious disease epidemics remain unexplored. Objectives: This study has two aims 1) describe the methodology used to recruit a nationwide sample of adults residing in the United States (U.S.) to participate in a survey on COVID-19 knowledge, beliefs, and practices, and 2) outline the preliminary findings related to recruitment, challenges using social media as a recruitment platform, and strategies used to address these challenges. Methods: An original web-based survey informed by evidence from past literature and validated scales was developed. A Facebook advertisement campaign was used to disseminate the link to an online Qualtrics survey between March 20-30, 2020. Two supplementary male-only and racial minority-targeted advertisements were created on the sixth and tenth day of recruitment, respectively, to address issues of disproportionate female-and White-oriented gender-and ethnic-skewing observed in the advertisement's reach and response trends. Results: In total, 6602 participant responses were recorded with representation from all U.S. 50 states, the District of Columbia, and Puerto Rico. The advertisements cumulatively reached 236,017 individuals and resulted in 9609 clicks (4.07% reach). Total cost of the advertisement was $906, resulting in costs of $0.09 per click and $0.18 per full response (completed surveys). Implementation of the male-only advertisement improved the cumulative percentage of male respondents from approximately 20 to 40%.

A pandemia da COVID-19 e as mudanças no estilo de vida dos brasileiros adultos: um estudo transversal, 2020

“…As such, national and international studies are being conducted using methods to collect data via internet. 28,29 Moreover, national and international studies are also being conducted using methods to collect data via social media. 28,29 Federative Units…”

Trends and Predictors of COVID-19 Information Sources and Their Relationship With Knowledge and Beliefs Related to the Pandemic: Nationwide Cross-Sectional Study

“…Details of the methods have been reported elsewhere [ 13 ]. Briefly, the sample was a self-selected nonprobability sample of social media users on Facebook and its affiliated platforms that was recruited through an on-platform advertisement campaign.…”

Challenges and needs for social behavioural research and community engagement activities during the COVID-19 pandemic in rural Mozambique

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