Facts or stories? How to use social media for cervical cancer prevention: A multi-method study of the effects of sender type and content type on increased message sharing.
Facts or stories? How to use social media for cervical cancer prevention: A multi-method study of the effects of sender type and content type on increased message sharing.
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事实还是故事？
DOI：
10.1016/j.ypmed.2019.105751
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发表时间：
2019
影响因子：
5.1
通讯作者：
Centola,Damon
中科院分区：
文献类型：
--
作者：
Zhang,Jingwen;Le,Gem;Larochelle,David;Pasick,Rena;Sawaya,GeorgeF;Sarkar,Urmimala;Centola,Damon
社交媒体已成为传播癌症预防信息的重要工具。然而，人们对如何设计信息以实现广泛传播仍知之甚少。我们进行了一项多方法研究，以确定发送者类型（个人或组织）和内容类型（个人经历或事实信息）对促进宫颈癌预防信息在社交媒体上传播的影响。首先，我们使用观察Twitter数据来研究发送者类型和内容类型与转发活动之间的相关性。然后，为了确认消息属性的因果影响，我们根据2（发送者类型）乘2（内容类型）析因设计构建了900条实验推文，并测试了它们在在线平台上被共享的概率。共有782名女性参与者被随机分配到87个独立的9人在线小组，每个小组在5天内收到来自4个实验细胞的100条推文的独特消息。我们进行了推文层面和群体层面的分析，以研究推文属性对影响共享行为的因果关系。个人经验推文和组织发件人与更多转发相关。然而，实验研究表明，信息推文被分享显着更多（19%，95%CI：11至27）比个人经验推文;和组织的共享显着更多（10%，95%CI：3至18）比个人的推文。虽然罕见的个人经验信息可以取得很大的成功，他们通常是不成功的;然而，有一个可复制的因果关系的消息，使用组织的广告和事实信息，以实现更大的点对点传播。
Social media has become a valuable tool for disseminating cancer prevention information. However, the design of messages for achieving wide dissemination remains poorly understood. We conducted a multi-method study to identify the effects of sender type (individuals or organizations) and content type (personal experiences or factual information) on promoting the spread of cervical cancer prevention messages over social media. First, we used observational Twitter data to examine correlations between sender type and content type with retweet activity. Then, to confirm the causal impact of message properties, we constructed 900 experimental tweets according to a 2 (sender type) by 2 (content type) factorial design and tested their probabilities of being shared in an online platform. A total of 782 female participants were randomly assigned to 87 independent 9-person online groups and each received a unique message feed of 100 tweets drawn from the 4 experimental cells over 5 days. We conducted both tweet-level and group-level analyses to examine the causal effects of tweet properties on influencing sharing behaviors. Personal experience tweets and organizational senders were associated with more retweets. However, the experimental study revealed that informational tweets were shared significantly more (19%, 95% CI: 11 to 27) than personal experience tweets; and organizational senders were shared significantly more (10%, 95% CI: 3 to 18) than individual senders. While rare personal experience messages can achieve large success, they are generally unsuccessful; however, there is a reproducible causal effect of messages that use organizational senders and factual information for achieving greater peer-to-peer dissemination.
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影响因子：
4.9
作者：
Scanfeld D;Scanfeld V;Larson EL
通讯作者：
Larson EL
DOI：
10.1073/pnas.1418838112
发表时间：
2015-02-17
影响因子：
11.1
作者：
Centola, Damon;Baronchelli, Andrea
通讯作者：
Baronchelli, Andrea
西班牙裔妇女接受人乳头瘤病毒疫苗的障碍：护理挑战。
影响因子：
1.1
作者：
Janelle Wagner
通讯作者：
Janelle Wagner
影响因子：
2.8
作者：
Zhang J;Brackbill D;Yang S;Centola D
通讯作者：
Centola D
DOI：
10.15585/mmwr.mm6633a2
发表时间：
2017-08-25
期刊：
MMWR. Morbidity and mortality weekly report
影响因子：
--
作者：
Walker TY;Elam-Evans LD;Singleton JA;Yankey D;Markowitz LE;Fredua B;Williams CL;Meyer SA;Stokley S
通讯作者：
Stokley S