ARTÍCULO
TITULO

Impact of a Social Media Campaign on Reach, Uptake, and Engagement with a Free Web- and App-Based Physical Activity Intervention: The 10,000 Steps Australia Program

Anna T. Rayward    
Corneel Vandelanotte    
Kelly Corry    
Anetta Van Itallie and Mitch J. Duncan    

Resumen

Social media campaigns provide broad-reach and convenience for promoting freely-available health programs. However, their effectiveness and subsequent engagement of new users is unknown. This study aimed to assess the reach and new member registration rates resulting from a dedicated 10,000 Steps social media campaign (SMC) and to compare program engagement and time to non-usage attrition of new users from the SMC with other users. SMC reach (using Facebook, Instagram, and display advertisements engagement metrics), new-user numbers, engagement (usage of the website and its features), and time to non-usage attrition were assessed using generalized linear regression, binary logistic regression, and Cox proportion hazards regression models. During the SMC, Instagram and display advertisement impressions, Facebook reach and new daily registrations were significantly higher compared with six weeks and one year prior. There were no between-group differences in the average usage of most website/program features. Risk of non-usage attrition was higher among new users from the SMC than new users from one year prior. The SMC was effective in promoting awareness of the 10,000 Steps program. Further research to identify long-term engagement strategies and the most effective combination of social media platforms for promotion of, and recruitment to, health programs is warranted.

 Artículos similares

       
 
Grazyna Puto, Iwona Repka and Marta Muszalik    
Introduction: Chronic pain in older people is a global health problem not only in terms of a negative subjective feeling, but also as a social and economic factor. Deterioration of functional capacity is one of the main symptoms of chronic pain; therefor... ver más

 
Jeremy Holloway, Owais Sayeed and Donald Jurivich    
Emerging research demonstrates that social isolation and loneliness are linked to significant physical and mental health conditions. To address these concerns, the Tellegacy program was developed as an intergenerational health-promoting intervention to a... ver más

 
Sergio Urriza-Trejo, Héctor Hurtazo, Jorge Palacios and Martha Cruz-Soto    
During the pandemic confinement, the WHO changed the term ?social distancing? to ?physical distancing?, to help people deal with the lack of social contact. As a result, there was an increase in mental health problems, including insomnia and stress, with... ver más

 
Elena A. Mikhailova, Lili Lin, Zhenbang Hao, Hamdi A. Zurqani, Christopher J. Post, Mark A. Schlautman, Gregory C. Post and George B. Shepherd    
The question of liability (responsibility) for loss and damage (L&D) associated with climate change often ignores the liability for L&D from greenhouse gas (GHG) emissions which are the source of climate change-related impacts. New York State (NY... ver más
Revista: Climate

 
Nasong A. Luginaah, Evans S. Batung, Bianca R. Ziegler, Daniel Amoak, John Paul Trudell, Godwin Arku and Isaac Luginaah    
The COVID-19 pandemic and the accompanying social changes severely impacted mental health globally. Children and adolescents may have been vulnerable to adverse mental health outcomes, especially obsessive-compulsive disorder (OCD), due to their underdev... ver más