Objective The telemedicine industry has rapidly grown during the COVID-19 pandemic, and telemedicine has become a common form of care. The present study looks at the online conversation regarding telemedicine at the beginning of the pandemic and one year later. The Technology Acceptance Model is utilized to explain the findings. Methods Brandwatch and NUVI software captured social mentions on Twitter regarding telemedicine during the beginning of the pandemic (March 15, 2020–April 20, 2020) and one year later (March 12, 2021–April 19, 2021). SAS text-mining software analyzed the social mentions and organized them into ten unique topics for each time period. The research team analyzed the topics and organized them into themes. A network analysis was also performed to examine structure and influence within the network. Results In March–April 2020, the themes focused on the use of telehealth in general, telehealth for mental health applications, and Medicare covering telehealth services. In March–April 2021, the themes focused on news events regarding telehealth and the rise in prominence of telehealth services. The network analysis shows a shift in the distribution of telehealth information among influential accounts and reveals that the network became more connected, with a change in the control of information spread. Conclusions Technology Acceptance Model explains the social acceptance and spread of telemedicine. The transition in the conversation about telemedicine suggests a pattern of greater system use consistent with the Technology Acceptance Model. Telemedicine may have greatly increased in use because of the pandemic, but data suggests that its use may persist after the pandemic subsides.

The current study aims to explore the role of personality in a nonprofit organization's advertisement on social media and how it influences two advertising components: the types of advertising appeal and social media metrics. A 2 (emotional vs. rational appeal) × 2 (high vs. low social media metrics) full-factorial experiment was conducted. We found the positive effects of specific personality traits on attitude toward the ad and donation intention; the six HEXACO personality traits were positively related to attitude toward the ad, whereas Extraversion, Conscientiousness, and Openness to experience were the only traits positively related to donation intention.There was no interaction effect of the personality traits and the type of advertising appeal. We also found that Conscientiousness had a moderating role on the bandwagon effect of social media metrics, such that the bandwagon effects of social media metrics on the attitude toward the ad and donation intentions were only significant for participants with moderate (M) Conscientiousness and high (M + 1SD) Conscientiousness. Our findings will contribute to providing practical insights for how to design an effective nonprofit advertisement on social media as well as filling the gap in the literature on nonprofit advertising and personality. | INTRODUCTIONAccording to the National Center for Charitable Statistics, in 2015, there were over 1.56 million registered nonprofit organizations (NPOs) in the United States, contributing an estimated $985 billion to the nation's economy (McKeever, 2019). NPOs' operations are uniquely reliant upon consumers' engaging in the altruistic behaviors of donating and volunteering. Thus, NPOs must elicit donations through cost-effective, social media advertising campaigns, in hopes of amplifying their content to their followers' own networks to garner additional, positive word-of-mouth (Lovejoy & Saxton, 2012;

Background and objective: In early 2020, the novel COVID-19 virus arrived in the United States and resulted in broad, sweeping changes to safety procedures within healthcare settings, including prenatal care settings. While implemented to protect both providers and patients, this protocol limited fathers' ability to attend prenatal care appointments. At this time, limited research has been published on the effects of COVID-19 healthcare protocols on fathers' experiences and perceptions of prenatal care and parenting. This study aimed to understand how COVID-19 affected expectant fathers and fathers with newborns perceptions and experiences during pregnancy, prenatal care, and early parenting.Materials and methods: Structured interviews were completed with fathers expecting a child and fathers with children born after March 2020. Interviews were completed by video conference and recorded. Audio from each interview was transcribed. Content and thematic analysis was performed.Results: In total, 34 fathers were interviewed. Three broad themes were identified from the data including changing prenatal care policies that did not consider fathers, unique stressors associated with COVID-19, and isolation's negative impact on connecting to the pregnancy and support. Fathers reported limited engagement with the prenatal care system due to pandemic-related organizational and systematic changes in healthcare delivery. Results also suggest that fathers experienced elevated feelings of both stress and isolation from the pregnancy and prenatal care.Conclusions: Ultimately, this study highlights the need for providers and organizations to develop strategies for transforming prenatal healthcare delivery into inclusive, family centered care during emergency situations, as well as use this opportunity to build family centered care into normal prenatal care operations.

Higher education institutions face profound communication challenges managing risks for university communities during the ongoing pandemic. This commentary shares 1) findings from our study involving analysis of 17 focus groups of students, faculty, staff, and parents of students to explore effective COVID-19 messages about campus safety, and 2) insights into the process of integrating the expertise of a university health communication center into campus-wide responses to COVID-19. Key focus group takeaways highlight the importance of communicating empathetically, acknowledging those who are made vulnerable through their work on campus, and that promises to return to normal would be perceived as unrealistic. Bringing the evidence base of health communication to the typical work of professional communicators on campus allowed us to create a communication toolkit for consistent messaging, and in turn, learn about the vital role health communication scholars can play in university crisis messaging.

While public relations professionals are beginning to utilize psychographic data for more refined audience targeting methods, this study examines how elemental personality traits impact (1) crisis communication outcomes (lessen levels of attributed crisis responsibility, improve individual's reputation and increase positive word‐of‐mouth) and (2) evaluations of crisis response strategies during a paracrisis. This study utilized an experimental design with 368 collegiate participants. Results suggest that several underlying personality traits predict reputation repair‐outcomes regardless of the communication strategy used. For example, findings suggested that stakeholders who rated higher in gentleness and lower in modesty and social boldness reported higher reputational scores pertaining to the offending individual. Yet, other traits, such as prudence, interacted with strategies that prompt the offending individual's preferred crisis communication outcomes.