Effectiveness of Social Media Approaches to Recruiting Young Adult Cigarillo Smokers: Cross-Sectional Study
Effectiveness of Social Media Approaches to Recruiting Young Adult Cigarillo Smokers: Cross-Sectional Study
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DOI：
10.2196/12619
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发表时间：
2020-07-22
影响因子：
7.4
通讯作者：
Flocke, Susan
中科院分区：
文献类型：
--
作者：
Cavallo, David;Lim, Rock;Flocke, Susan
背景：社交媒体在青年和年轻成年人中的流行表明，它是从这一人群中招募研究人员的合适平台。之前的研究调查了社交媒体在招聘中的使用情况，但很少有研究对平台进行比较，据我们所知，也没有研究试图招募小雪茄用户。目的：本研究的目的是检验不同的社交媒体平台和广告形象对招募14-28岁的小雪茄用户完成小雪茄使用调查的有效性。方法：我们获得了一个为期39周的社交媒体招聘活动的广告印象的客观数据。广告是根据用户的年龄、地理位置和兴趣定位的。有效性被定义为每一个广告印象的批准调查的百分比。采用卡方检验比较不同广告图像和平台的有效性。结果：有效问卷完成者（n=1089）以年龄较大者为主（n= 839，占77%）。在1089名调查完成者中，568人（52%）为男性，335人（31%）为非洲裔美国人，196人（18%）为西班牙裔。通过Facebook/Instagram投放的广告比Twitter更有效；311/ 1027738 (0.03%) vs 661/ 29998715 (0.02%)；chi(2)(1) =21.45， N=4,026,453)；P
Background: The prevalence of social media use among youth and young adults suggests it is an appropriate platform for study recruitment from this population. Previous studies have examined the use of social media for recruitment, but few have compared platforms, and none, to our knowledge, have attempted to recruit cigarillo users.Objective: The purpose of this study was to examine the effectiveness of different social media platforms and advertisement images for recruiting cigarillo users aged 14-28 years to complete a cigarillo use survey.Methods: We obtained objective data for advertisement impressions for a 39-week social media recruitment campaign. Advertisements were targeted to users based on their age, geography, and interests. Effectiveness was defined as the percentage of approved surveys per advertising impression. Chi-square tests were performed to compare the effectiveness of different advertisement images and platforms.Results: Valid survey completers (n=1089) were predominately older (25-28 years old, n=839, 77%). Of the 1089 survey completers, 568 (52%) identified as male, 335 (31%) as African American, and 196 (18%) as Hispanic. Advertisements delivered via Facebook/Instagram were more effective than Twitter; 311/1,027,738 (0.03%) vs 661/2,998,715 (0.02%); chi(2)(1) =21.45, N=4,026,453); P