在社交媒体疫苗宣传活动中,以有效性为重点和支持自主性的信息传递:来自Facebook分裂测试的见解
Ge Zhu1, Nicole Gauthreaux1, Stephanie Evett1
1University of Iowa, Iowa City, IA, USA.
Journal of communication in healthcare
|September 30, 2024
概括
强调疫苗自主性的信息显著增加了对支持疫苗的网站的点击次数,特别是对老年人来说. 解决信任问题是减少社交媒体活动中对疫苗的犹的关键.
科学领域:
- 公共卫生 公共卫生
- 社会媒体研究 社交媒体研究
- 行为科学 行为科学
背景情况:
- 了解社交媒体疫苗宣传活动中的信息框架对于观众参与至关重要.
- 理论框架,如扩展并行过程模型 (EPPM) 和自决理论 (SDT) 告知信息设计.
研究的目的:
- 为了比较疫苗信息的有效性,强调有效性与自主性.
- 在社交媒体上确定影响疫苗犹的因素.
主要方法:
- 一个使用Facebook A/B分割测试 (FBST) 的在线实验比较了两个消息框架:以有效性为重点 (EPPM) 和以自主性为重点 (SDT).
- 主要结果是支持疫苗的网站的点击率 (CTR).
主要成果:
- 以自主为中心 (SDT告知) 的消息产生了显著更高的CTR.
- 这种影响在65岁及以上的用户中尤为明显.
- 对用户评论的分析显示,不信任是疫苗犹的主要因素.
结论:
- 调整社交媒体疫苗宣传活动以满足观众的自主需求,解决信任问题,可以减轻犹.
- 强调个人在决策中的自主性可以提高对支持疫苗的内容的参与度,尤其是在老年人群中.
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