Please Like Me: Facebook and Public Health Communication
Publication Date
September 15, 2016
Journal
PLOS ONE
Authors
James Kite, Bridget C. Foley, Anne C. Grunseit & Becky Freeman
Volume
11
Issue
9
Pages
e0162765
DOI
https://dx.plos.org/10.1371/journal.pone.0162765
Publisher URL
http://journals.plos.org/plosone/article?id=10.1371%2Fjournal.pone.0162765
Scopus
84992361756
Mendeley
http://www.mendeley.com/research/please-like-me-facebook-public-health-communication
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Mendeley | Further Information

{"title"=>"Please like me: Facebook and public health communication", "type"=>"journal", "authors"=>[{"first_name"=>"James", "last_name"=>"Kite", "scopus_author_id"=>"26427672800"}, {"first_name"=>"Bridget C.", "last_name"=>"Foley", "scopus_author_id"=>"57191666751"}, {"first_name"=>"Anne C.", "last_name"=>"Grunseit", "scopus_author_id"=>"6603395728"}, {"first_name"=>"Becky", "last_name"=>"Freeman", "scopus_author_id"=>"16678762400"}], "year"=>2016, "source"=>"PLoS ONE", "identifiers"=>{"scopus"=>"2-s2.0-84992361756", "doi"=>"10.1371/journal.pone.0162765", "sgr"=>"84992361756", "isbn"=>"19326203", "pmid"=>"118113327", "issn"=>"19326203", "pui"=>"612821076"}, "id"=>"11393286-ad79-3257-be6a-77d592a4267c", "abstract"=>"Facebook, the most widely used social media platform, has been adopted by public health organisations for health promotion and behaviour change campaigns and activities. However, limited information is available on the most effective and efficient use of Facebook for this purpose. This study sought to identify the features of Facebook posts that are associated with higher user engagement on Australian public health organisations’ Facebook pages. We selected 20 eligible pages through a systematic search and coded 360-days of posts for each page. Posts were coded by: post type (e.g., photo, text only etc.), communication technique employed (e.g. testimonial, informative etc.) and use of marketing elements (e.g., branding, use of mascots). A series of negative binomial regressions were used to assess associations between post characteristics and user engagement as measured by the number of likes, shares and comments. Our results showed that video posts attracted the greatest amount of user engagement, although an analysis of a subset of the data suggested this may be a reflection of the Facebook algorithm, which governs what is and is not shown in user newsfeeds and appear to preference videos over other post types. Posts that featured a positive emotional appeal or provided factual information attracted higher levels of user engagement, while conventional marketing elements, such as sponsorships and the use of persons of authority, generally discouraged user engagement, with the exception of posts that included a celebrity or sportsperson. Our results give insight into post content that maximises user engagement and begins to fill the knowledge gap on effective use of Facebook by public health organisations. [ABSTRACT FROM AUTHOR] Copyright of PLoS ONE is the property of Public Library of Science and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)", "link"=>"http://www.mendeley.com/research/please-like-me-facebook-public-health-communication", "reader_count"=>59, "reader_count_by_academic_status"=>{"Unspecified"=>5, "Professor > Associate Professor"=>3, "Librarian"=>1, "Researcher"=>10, "Student > Doctoral Student"=>4, "Student > Ph. D. Student"=>9, "Student > Postgraduate"=>2, "Student > Master"=>8, "Other"=>2, "Student > Bachelor"=>11, "Lecturer"=>1, "Lecturer > Senior Lecturer"=>1, "Professor"=>2}, "reader_count_by_user_role"=>{"Unspecified"=>5, "Professor > Associate Professor"=>3, "Librarian"=>1, "Researcher"=>10, "Student > Doctoral Student"=>4, "Student > Ph. D. Student"=>9, "Student > Postgraduate"=>2, "Student > Master"=>8, "Other"=>2, "Student > Bachelor"=>11, "Lecturer"=>1, "Lecturer > Senior Lecturer"=>1, "Professor"=>2}, "reader_count_by_subject_area"=>{"Unspecified"=>8, "Environmental Science"=>1, "Nursing and Health Professions"=>5, "Medicine and Dentistry"=>16, "Arts and Humanities"=>7, "Business, Management and Accounting"=>5, "Sports and Recreations"=>1, "Psychology"=>4, "Social Sciences"=>8, "Computer Science"=>3, "Linguistics"=>1}, "reader_count_by_subdiscipline"=>{"Medicine and Dentistry"=>{"Medicine and Dentistry"=>16}, "Social Sciences"=>{"Social Sciences"=>8}, "Sports and Recreations"=>{"Sports and Recreations"=>1}, "Psychology"=>{"Psychology"=>4}, "Computer Science"=>{"Computer Science"=>3}, "Nursing and Health Professions"=>{"Nursing and Health Professions"=>5}, "Business, Management and Accounting"=>{"Business, Management and Accounting"=>5}, "Linguistics"=>{"Linguistics"=>1}, "Unspecified"=>{"Unspecified"=>8}, "Environmental Science"=>{"Environmental Science"=>1}, "Arts and Humanities"=>{"Arts and Humanities"=>7}}, "group_count"=>6}

CrossRef

Scopus | Further Information

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