使用网络分析数据来识别平台和内容,最好的参与高优先级的艾滋病毒人口在在线和社交媒体营销广告的广告
Tyler B Wray1, Philip A Chan2, Jeffrey D Klausner3
1Department of Behavioral and Social Sciences, Brown University School of Public Health, Providence, RI, USA.
Digital health
|November 29, 2023
概括
主流社交媒体上的在线广告是最具成本效益的,用于吸引高优先级人群参与艾滋病毒研究. 特定的广告特征和平台可以改善对种族/民族和性少数群体的接触.
科学领域:
- 公共卫生 公共卫生
- 数字营销 数字营销 数字营销
- 艾滋病毒预防研究 预防研究
背景情况:
- 在线广告对于公共卫生研究参与至关重要.
- 社交媒体平台和广告特征在吸引高优先级的艾滋病毒人口,包括种族/民族和性少数群体的有效性尚不清楚.
研究的目的:
- 确定最有效的社交媒体平台和广告特征,以吸引高优先级的艾滋病毒人群.
- 确定在公共卫生研究中进行在线宣传的成本有效策略.
主要方法:
- 分析2019年12月至2022年3月在受欢迎的网站和社交媒体平台上的广告活动.
- 利用描述性统计和LASSO回归来确定参与的重要预测因素.
- 在性少数群体男性 (SMM) 中招募了全国性随机对照试验的HIV预防和测试策略的参与者.
主要成果:
- 谷歌搜索,Facebook和Instagram广告的成本效益最高.
- 面向同性恋的约会平台和TrafficJunky显示,符合资格标准的用户的参与度更高.
- 具有暗示性内容,动画,研究标志,便利性强调和类似的种族/种族描述的广告增加了黑人和西班牙裔/拉丁裔SMM的参与度.
结论:
- 主流的社交媒体平台为公共卫生宣传提供了最具成本效益的参与.
- 以同性恋为导向的平台对于接触目标群体是有效的,但成本更高.
- 特定的广告特征可以显著提高参与度,并为未来的在线公共卫生活动设计提供信息.
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