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"相信我,我是一个医生. 来自不同来源的TikTok视频如何影响临床试验参与率
Yoorim Hong1, Namyeon Lee2, Ciera E Kirkpatrick3
1Strategic Communication, School of Journalism, University of Missouri.
Health communication
|May 3, 2024
概括
使用TikTok视频来招募临床试验是有效的. 医生主导的视频通过提高可信度来提高参与度,而之前的志愿者视频则改善了那些不信任医生的情况.
科学领域:
- 卫生沟通健康沟通
- 社交媒体研究 社交媒体研究
- 临床试验招聘 临床试验招聘
背景情况:
- 像TikTok这样的平台上的短视频越来越多地用于健康促进.
- 了解不同视频来源对临床试验参与的影响对于有效的招聘策略至关重要.
研究的目的:
- 检查短视频来源 (医生与之前的志愿者) 如何影响感知到的来源可信度,自我有效性和参与临床试验的行为意图.
- 为了比较医生主导与之前志愿者主导的TikTok视频在临床试验推广方面的有效性.
主要方法:
- 一个在线实验与396名参与者进行.
- 参与者接触到TikTok风格的视频,其中包括医生或之前的临床试验志愿者.
- 措施包括感知到的来源可信度,自我有效性和参与临床试验的行为意图.
主要成果:
- 医生来源显著提高了来源的可信度,导致与之前的志愿者来源相比,参与临床试验的行为意图更大.
- 之前的志愿者来源通过增强自我效能增加了行为意图,特别是在对医生的信任较低的参与者中.
- 简短的视频源可以作为启发式线索来影响临床试验招聘的说服结果.
结论:
- 在基于视频的健康信息中推医生,以促进临床试验参与,因为增强了来源的可信性.
- 卫生沟通从业者应该考虑使用以前的志愿者作为发言人,在针对基线对医生的信任较低的人群时.
- 根据观众对医疗专业人员的信任量身定制视频来源选择,可以优化临床试验招聘策略.
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