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首页> 外文期刊>JMIR public health and surveillance. >Recruiting Young Gay and Bisexual Men for a Human Papillomavirus Vaccination Intervention Through Social Media: The Effects of Advertisement Content
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Recruiting Young Gay and Bisexual Men for a Human Papillomavirus Vaccination Intervention Through Social Media: The Effects of Advertisement Content

机译：通过社交媒体招募年轻同性恋者和双性恋者进行人乳头瘤病毒疫苗接种：广告内容的影响

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Background: Web-based approaches, specifically social media sites, represent a promising approach for recruiting young gay and bisexual men for research studies. Little is known, however, about how the performance of social media advertisements (ads) used to recruit this population is affected by ad content (ie, image and text). Objective: The aim of this study was to evaluate the effects of different images and text included in social media ads used to recruit young gay and bisexual men for the pilot test of a Web-based human papillomavirus (HPV) vaccination intervention. Methods: In July and September 2016, we used paid Facebook advertisements to recruit men who were aged 18-25 years, self-identified as gay or bisexual, US resident, and had not received HPV vaccine. A 4x2x2 factorial experiment varied ad image (a single young adult male, a young adult male couple, a group of young adult men, or a young adult male talking to a doctor), content focus (text mentioning HPV or HPV vaccine), and disease framing (text mentioning cancer or a sexually transmitted disease [STD]). Poisson regression determined whether these experimental factors affected ad performance. Results: The recruitment campaign reached a total of 35,646 users who viewed ads for 36,395 times. This resulted in an overall unique click-through rate of 2.01% (717/35,646) and an overall conversion rate of 0.66% (241/36,395). Reach was higher for ads that included an image of a couple (incidence rate ratio, IRR=4.91, 95% CI 2.68-8.97, P .001) or a group (IRR=2.65, 95% CI 1.08-6.50, P =.03) compared with those that included an image of a single person. Ads that included an image of a couple also had a higher conversion rate (IRR=2.56, 95% CI 1.13-5.77, P =.02) than ads that included an image of a single person. Ads with text mentioning an STD had a higher unique click-through rate compared with ads with text mentioning cancer (IRR=1.34, 95% CI 1.06-1.69, P =.01). The campaign cost a total of US $413.72 and resulted in 150 eligible and enrolled individuals (US $2.76 per enrolled participant). Conclusions: Facebook ads are a convenient and cost-efficient strategy for reaching and recruiting young gay and bisexual men for a Web-based HPV vaccination intervention. To help optimize ad performance among this population, researchers should consider the importance of the text and image included in the social media recruitment ads.
机译：背景：基于网络的方法，特别是社交媒体网站，是招募年轻的同性恋者和双性恋男人进行研究的有前途的方法。但是，关于招募该人群的社交媒体广告（广告）的效果如何受到广告内容（即图像和文字）的影响，人们所知甚少。目的：本研究的目的是评估社交媒体广告中包含的不同图像和文字的效果，这些广告用于招募年轻的同性恋者和双性恋男性，以进行基于Web的人类乳头瘤病毒（HPV）疫苗接种干预的先导测试。方法：在2016年7月和2016年9月，我们使用Facebook付费广告招募了年龄在18至25岁之间，自我识别为同性恋或双性恋，美国居民且未接种HPV疫苗的男性。 4x2x2阶乘实验的广告图像不同（一个单身成年男性，一对成年男性夫妇，一组成年男性或与医生交谈的成年男性），内容重点（提及HPV或HPV疫苗的文字）和疾病成帧（提及癌症或性传播疾病[STD]的文字）。泊松回归确定这些实验因素是否影响广告效果。结果：招聘活动共有35,646位用户浏览了36,395次广告。这导致整体唯一点击率达到2.01％（717 / 35,646），整体转化率达到0.66％（241 / 36,395）。包含一对图片（发生率比率，IRR = 4.91，95％CI 2.68-8.97，P <.001）或一组图片（IRR = 2.65，95％CI 1.08-6.50，P = .03）与包含单个人的图片的图片进行比较。包含一对夫妇图像的广告的转化率（IRR = 2.56，95％CI 1.13-5.77，P = .02）也比包含单个人图像的广告的转化率更高。与带有癌症的文字广告相比，带有STD文字的广告具有更高的唯一点击率（IRR = 1.34，95％CI 1.06-1.69，P = .01）。该活动的总费用为413.72美元，吸引了150名合格和已注册的人员（每位已注册的参与者2.76美元）。结论：Facebook广告是一种方便且具有成本效益的策略，可以吸引和招募年轻的男同性恋和双性恋者进行基于Web的HPV疫苗接种干预。为了帮助在这一人群中优化广告效果，研究人员应考虑社交媒体招聘广告中包含的文字和图像的重要性。

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