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推广一个基于算法的工具来预防怀孕由Instagram影响者推广

Linnea I Laestadius¹, Kelsey Van Hoorn¹, Megan Wahl¹

¹Zilber College of Public Health, University of Wisconsin-Milwaukee, Milwaukee, Wisconsin, USA.

Journal of women's health (2002)

|November 17, 2023

概括

社交媒体影响者经常夸大了Daysy等生育跟踪应用程序的好处,同时淡化了风险和局限性. 这种营销缺乏透明度,阻碍了关于预防怀孕的知情决策.

科学领域:

数字健康数字健康
生殖健康生殖健康
社交媒体营销社交媒体营销

背景情况:

人们越来越担心依赖算法的生育意识方法 (FABMs) 的营销.
对数字FABM的在线营销实践进行了有限的系统检查,例如Daysy生育追踪器.
社交媒体影响者在促进医疗技术方面发挥着重要作用.

研究的目的:

实证地检查社交媒体影响者如何在Instagram上推广Daysy生育跟踪工具.
通过健康信念模型 (HBM) 构造,研究Daysy与预防怀孕有关的框架.
分析Daysy营销影响者的推广和披露实践.

主要方法:

对122个推广Daysy用于预防怀孕的Instagram帖子进行定性内容分析.
使用CrowdTangle收集了2018年6月至2022年5月期间的帖子.
分析的重点是促销内容,HBM构造和披露实践.

主要成果:

帖子广泛涵盖了Daysy的好处 (100%) 和荷尔蒙避孕的风险 (25.41%).
使用障碍 (15.57%) 和意外怀孕风险 (6.56%) 很少被传达.
只有大约三分之一的帖子披露了与品牌Daysy.com的正式关系.

结论:

对Daysy而言,影响者营销往往强调好处,同时掩盖局限性,可能导致不准确的看法.
准确和透明的关于生育追踪技术的信息对于明智的决策至关重要.
确保数字健康营销的透明度应该是公共卫生的优先事项.

关键词:

避孕药可以作为避孕药.生育意识的提高生育意识的提高卫生沟通健康沟通社交媒体社交媒体

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