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首页> 外文期刊>JMIR public health and surveillance. >Predictors of Facebook User Engagement With Health-Related Content for Gay, Bisexual, and Other Men Who Have Sex With Men: Content Analysis
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Predictors of Facebook User Engagement With Health-Related Content for Gay, Bisexual, and Other Men Who Have Sex With Men: Content Analysis

机译：同性恋，双性恋和其他与男性发生性关系的男性与健康相关内容的Facebook用户参与度预测器：内容分析

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Background: Social media is used by community-based organizations (CBOs) to promote the well-being of gay and bisexual men (GBM). However, few studies have quantified which factors facilitate the diffusion of health content tailored for sexual minorities. Objective: The aim of this study was to identify post characteristics that can be leveraged to optimize the health promotion efforts of CBOs on Facebook. Methods: The Facebook application programming interface was used to collect 5 years’ of posts shared across 10 Facebook pages administered by Vancouver-based CBOs promoting GBM health. Network analysis assessed basic indicators of network structure. Content analyses were conducted using informatics-based approaches. Hierarchical negative binomial regression of post engagement data was used to identify meaningful covariates of engagement. Results: In total, 14,071 posts were shared and 21,537 users engaged with these posts. Most users (n=13,315) engaged only once. There was moderate correlation between the number of posts and the number of CBOs users engaged with ( r =.53, P .001). Higher user engagement was positively associated with positive sentiment, sharing multimedia, and posting about pre-exposure prophylaxis, stigma, and mental health. Engagement was negatively associated with asking questions, posting about dating, and sharing posts during or after work (versus before). Conclusions: Results highlight the existence of a core group of Facebook users who facilitate diffusion. Factors associated with greater user engagement present CBOs with a number of strategies for improving the diffusion of health content.
机译：背景：社区组织（CBO）使用社交媒体来促进同性恋者和双性恋男人（GBM）的福祉。但是，很少有研究量化哪些因素促进了针对性少数群体的健康内容的传播。目的：本研究的目的是确定可以用来优化CBO在Facebook上促进健康的工作的岗位特征。方法：Facebook应用程序编程界面用于收集由温哥华的CBO促进GBM健康的10个Facebook页面共享的5年帖子。网络分析评估了网络结构的基本指标。使用基于信息学的方法进行内容分析。参与度数据的分层负二项式回归用于确定有意义的参与度协变量。结果：共有14,071个帖子被共享，并且21,537个用户参与了这些帖子。大多数用户（n = 13,315）仅参与一次。帖子数与参与的CBO用户数之间存在中等相关性（r = .53，P <.001）。较高的用户参与度与积极的情绪，共享多媒体以及发布有关暴露前预防，污名和心理健康的信息呈正相关。参与与提问，发布约会以及在工作中或下班后分享帖子（之前是相反）相关。结论：结果突出表明存在促进扩散的Facebook用户核心群体。与更多用户参与相关的因素为CBO提供了许多改善健康内容扩散的策略。

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