Facebook Advertising to Recruit Young, Urban Women into an HIV Prevention Clinical Trial.
Facebook Advertising to Recruit Young, Urban Women into an HIV Prevention Clinical Trial.
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DOI：
10.1007/s10461-017-1797-3
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发表时间：
2017-11
影响因子：
4.4
通讯作者：
Porcher E
中科院分区：
文献类型：
--
作者：
Jones R;Lacroix LJ;Porcher E
通过Facebook发布广告，吸引人们参与临床试验，在扩大地理覆盖范围的同时保持机密性，这一点显示出了希望。这项研究的目的是评估Facebook广告如何接触到艾滋病毒流行较高社区的高危人群，主要是非裔美国人或黑人妇女，进行艾滋病毒预防临床试验，并将基线特征与那些在现场招募的人进行比较。保持机密性和在Facebook上创建和发布广告的实际方面进行了描述。广告策略针对的是多元文化亲和力、性别、年龄、兴趣条款和邮政编码。我们在205天内报告结果。共有516,498名Facebook用户平均观看了4次广告，导致研究网站的点击量为37,133次。与现场筛查的495人相比，940人通过Facebook广告进行筛查，其中一半(n=477，50.74%)是高危人群，在高危人群中，154人随机进入为期6个月的临床试验。黑人女性占在线筛查总数的71.60%(n=673)。通过Facebook进行筛查的黑人女性大约是现场筛查的两倍，然而，高危人群的比例相似。初步数据表明，Facebook上的广告标题和照片在多大程度上利用了真实的社交体验，可以扩大地理覆盖范围，并为现场招募的女性提供比较样本。
Advertising via Facebook to elicit involvement in clinical trials has demonstrated promise in expanding geographic reach while maintaining confidentiality. The purpose of this study is to evaluate Facebook advertising to reach at-risk, predominately African American or Black women in higher HIV prevalence communities for an HIV prevention clinical trial, and to compare baseline characteristics to those recruited on-the-ground. Maintaining confidentiality and the practical aspects of creating and posting ads on Facebook are described. The advertising strategy targeted multicultural affinities, gender, age, interest terms, and zip codes. We report on results during 205 days. A total of 516, 498 Facebook users viewed the ads an average of four times, resulting in 37,133 clicks to the study website. Compared to 495 screened on-the-ground, 940 were screened via Facebook ads, of these, half (n =477, 50.74%) were high risk, and of those at risk, 154 were randomized into the 6-month clinical trial. Black women comprised 71.60% (n=673) of the total screened online. Roughly twice as many Black women screened via Facebook compared to on-the-ground, yet, the percentage at high risk was similar. Preliminary data suggest that the extent to which ad headlines and photos tap into authentic social experience, advertising on Facebook can extend geographic reach and provide a comparative sample to women recruited on-the-ground.
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影响因子：
12.7
作者：
Glasgow, Russell E.;Vinson, Cynthia;Hunter, Christine
通讯作者：
Hunter, Christine
影响因子：
2
作者：
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通讯作者：
Gulick, Elsie
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通讯作者：
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通讯作者：
Bell, Rhonda C.
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作者：
Jones, Rachel
通讯作者：
Jones, Rachel