A Crowdsourcing Open Contest to Design a Latino-Specific COVID-19 Campaign: Mixed Methods Analysis.
A Crowdsourcing Open Contest to Design a Latino-Specific COVID-19 Campaign: Mixed Methods Analysis.
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DOI：
10.2196/35764
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发表时间：
2022-05-12
影响因子：
2.2
通讯作者：
Yang, Cui
中科院分区：
文献类型：
--
作者：
Shah, Harita S.;Grieb, Suzanne Dolwick;Flores-Miller, Alejandra;Phillips, Katherine H.;Page, Kathleen R.;Cervantes, Ana;Yang, Cui
关键词：
由于护理方面的跨部门障碍，拉美裔社区是美国受新冠肺炎大流行影响最严重的人群之一。众包公开比赛可以是社区参与的一种有效手段，但在拉丁裔人口中尚未得到很好的研究，在应对新冠肺炎流行病方面也没有得到很好的研究。本研究的目的是(1)实施和评估众包开放竞赛，为马里兰州拉美裔人口的新冠肺炎社交营销活动征集名称，以及(2)对提交的参赛作品进行主题分析，以指导竞选宣传。为了评估这次众包开放竞赛的社区参与度，我们使用描述性统计来分析参赛者的参赛作品、选票和人口统计特征的数据。通过归纳主题分析对提交的文本进行了分析。在两周的时间里，我们收到了74份参赛作品。前十名由社区评委选出，获胜者由普选产生。我们在一周内收到了383张选票。最常见的主题是集体效能感、自我效能感和新冠肺炎测试的感知好处。我们利用这些主题直接为我们的社交营销干预提供信息，发现基于这些主题的广告表现最好。众包公开竞赛是社区参与的一种有效手段，也是一种灵活的工具，用于指导干预措施，以解决新冠肺炎问题，包括在受医疗保健差距影响的人群中，如拉美裔社区。参赛作品的主题分析可以作为一种有价值的策略，为社会营销活动材料的发展提供信息。
Latino communities are among the most heavily impacted populations by the COVID-19 pandemic in the United States due to intersectional barriers to care. Crowdsourcing open contests can be an effective means of community engagement but have not been well studied in Latino populations nor in addressing the COVID-19 pandemic. The aims of this study are to (1) implement and evaluate a crowdsourcing open contest to solicit a name for a COVID-19 social marketing campaign for Latino populations in Maryland and (2) conduct a thematic analysis of submitted entries to guide campaign messaging. To assess the level of community engagement in this crowdsourcing open contest, we used descriptive statistics to analyze data on entries, votes, and demographic characteristics of participants. The submitted text was analyzed through inductive thematic analysis. We received 74 entries within a 2-week period. The top 10 entries were chosen by community judges and the winner was decided by popular vote. We received 383 votes within 1 week. The most common themes were collective efficacy, self-efficacy, and perceived benefits of COVID-19 testing. We used these themes to directly inform our social marketing intervention and found that advertisements based on these themes became the highest performing. Crowdsourcing open contests are an effective means of community engagement and an agile tool for guiding interventions to address COVID-19, including in populations impacted by health care disparities, such as Latino communities. The thematic analysis of contest entries can be a valuable strategy to inform the development of social marketing campaign materials.
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影响因子：
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作者：
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通讯作者：
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作者：
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通讯作者：
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