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Assessing the Feasibility of Studying Awareness of a Digital Health Campaign on Facebook: Pilot Study Comparing Young Adult Subsamples.
| Content Provider | Europe PMC |
|---|---|
| Author | Tulsiani, Shreya Ichimiya, Megumi Gerard, Raquel Mills, Sarah Bingenheimer, Jeffrey B Hair, Elizabeth C Vallone, Donna Evans, W Douglas |
| Editor | Mavragani, Amaryllis |
| Copyright Year | 2022 |
| Abstract | BackgroundMass 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.ObjectiveThis 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.MethodsVirtual 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.ResultsA 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).ConclusionsThe 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. |
| Journal | JMIR Formative Research |
| Volume Number | 6 |
| PubMed Central reference number | PMC9468914 |
| Issue Number | 8 |
| PubMed reference number | 36036974 |
| e-ISSN | 2561326X |
| DOI | 10.2196/37856 |
| Language | English |
| Publisher | JMIR Publications |
| Publisher Date | 2022-08-29 |
| Publisher Place | Toronto, Canada |
| Access Restriction | Open |
| Rights License | This is an open-access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work, first published in JMIR Formative Research, is properly cited. The complete bibliographic information, a link to the original publication on https://formative.jmir.org, as well as this copyright and license information must be included. ©Shreya Tulsiani, Megumi Ichimiya, Raquel Gerard, Sarah Mills, Jeffrey B Bingenheimer, Elizabeth C Hair, Donna Vallone, W Douglas Evans. Originally published in JMIR Formative Research (https://formative.jmir.org), 29.08.2022. |
| Subject Keyword | campaign evaluation outcome evaluation young adults social marketing health communications tobacco control and policy health campaign youth Facebook digital media |
| Content Type | Text |
| Resource Type | Article |
| Subject | Health Informatics Medicine |
