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Digital and social media opportunities for dietary behaviour change

机译：数字和社交媒体改变饮食行为的机会

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The way that people communicate, consume media and seek and receive information is changing. Forty per cent of the world's population now has an internet connection, the average global social media penetration is 39% and 15 billion people have internet access via mobile phone. This large-scale move in population use of digital, social and mobile media presents an unprecedented opportunity to connect with individuals on issues concerning health. The present paper aims to investigate these opportunities in relation to dietary behaviour change. Several aspects of the digital environment could support behaviour change efforts, including reach, engagement, research, segmentation, accessibility and potential to build credibility, trust, collaboration and advocacy. There are opportunities to influence behaviour online using similar techniques to traditional health promotion programmes; to positively affect health-related knowledge, skills and self-efficacy. The abundance of data on citizens' digital behaviours, whether through search behaviour, global positioning system tracking, or via demographics and interests captured through social media profiles, offer exciting opportunities for effectively targeting relevant health messages. The digital environment presents great possibilities but also great challenges. Digital communication is uncontrolled, multi-way and co-created and concerns remain in relation to inequalities, privacy, misinformation and lack of evaluation. Although web-based, social-media-based and mobile-based studies tend to show positive results for dietary behaviour change, methodologies have yet to be developed that go beyond basic evaluation criteria and move towards true measures of behaviour change. Novel approaches are necessary both in the digital promotion of behaviour change and in its measurement.
机译：人们交流，消费媒体以及寻找和接收信息的方式正在发生变化。现在，全球40％的人口拥有互联网连接，全球平均社交媒体渗透率为39％，150亿人可以通过手机访问互联网。人口对数字，社交和移动媒体的大规模使用提供了前所未有的机会，可以就健康问题与个人建立联系。本文旨在研究与饮食行为改变有关的这些机会。数字环境的多个方面可以支持行为改变的努力，包括范围，参与度，研究，细分，可访问性以及建立信誉，信任，协作和倡导的潜力。有机会使用与传统健康促进计划类似的技术在线影响行为;积极影响与健康相关的知识，技能和自我效能感。无论是通过搜索行为，全球定位系统跟踪，还是通过社会媒体资料所捕获的人口统计和兴趣，有关公民数字行为的大量数据都为有效定位相关健康信息提供了令人兴奋的机会。数字环境带来了巨大的可能性，同时也带来了巨大的挑战。数字通信是不受控制的，多路的和共同创建的，并且仍然存在与不平等，隐私，错误信息和缺乏评估有关的担忧。尽管基于网络，基于社交媒体和基于移动的研究倾向于显示饮食行为改变的积极结果，但尚未开发超越基本评估标准并朝着行为改变的真实测量方法的方法。在行为改变的数字化推广及其测量中，都需要新颖的方法。

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