Social Media for Hepatitis B Awareness: Young Adult and Community Leader Perspectives

Cohen, Chari; Alber, Julia M.; Bleakley, Amy; Grossman, Suzanne; Freeland, Catherine; Alarcon, Kristine; Merchant, Raina M.

doi:10.1177/1524839918765438

Cited by 8 publications

(2 citation statements)

References 23 publications

(28 reference statements)

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“…Similar codes were grouped together and defined (Braun & Clarke, 2006). Following Cohen et al (2019), two raters conducted pilot tests with 10% of the data to ensure adequate interrater reliability. Once interrater reliability was established (Cohen’s K = .76), one member of the research team coded the rest of the data.…”

Section: Methodsmentioning

confidence: 99%

Exploring Mistakes and Failures in Social Marketing: The Inside Story

Cook

Lynes

Fries

2021

Social Marketing Quarterly

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Background: Social marketing successes are relatively well-documented, but mistakes and failures in the field are not. When mistakes and failures are reported, they are usually on an ad hoc basis, as opposed to a systematic gathering of evidence. This paper is the second half of a two-part research study that aims to understand the perceptions of social marketing professionals with regard to mistakes and failures in the field. Focus: This article is related to research and evaluation of the social marketing field. Research Question: What are the perceptions of the social marketing community regarding mistakes and failures in the field? Importance to the field: A greater understanding of mistakes and failures in the social marketing field will assist practitioners to assess their own shortcomings, address causes of mistakes and failures, and improve program outcomes. Method: This research is qualitative and exploratory, with a constructivist, grounded theory methodology. Surveys were completed by 100 social marketing community members. Survey data was analyzed and coded using SPSS software and Microsoft Excel. Results: According to the analyzed survey data, the social marketing community believes that inadequate research, poor strategy development, and mismanagement of stakeholders are the most common mistakes made by social marketers. Further, weak evaluation and monitoring is considered to be the “least well-managed” program element. Poor strategy development, external influences, and poorly designed program and behavioral objectives are considered to be the primary reasons for social marketing program failure. Recommendations for research or practice: Future research may explore the extent to which external influences lead to social marketing program success or failure, particularly in comparison to mistakes made by social marketers. Additionally, practitioners should be aware of and develop strategies to mitigate common mistakes and failures in order to improve program outcomes. Limitations: The 100 social marketing professionals who responded to the survey are not representative of the global social marketing community. Further, responses were based on self-report rather than direct observation, which may make them more susceptible to bias.

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Section: Methodsmentioning

confidence: 99%

Exploring Mistakes and Failures in Social Marketing: The Inside Story

Cook

Lynes

Fries

2021

Social Marketing Quarterly

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“…Although health communication strategies could be used to increase awareness and address misconceptions, it is important to ensure that the content will be relevant to the specific audience. For example, content and communication channel preferences may differ for young adults compared to older adults (Cohen et al, 2019; Islam et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

Comparing the Effects of Different Story Types and Speakers in Hepatitis B Storytelling Videos

Alber

Cohen

Bleakley

et al. 2020

Health Promotion Practice

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Chronic hepatitis B, a condition associated with severe complications, disproportionately affects Asian Americans and Pacific Islanders in the United States. Increasing testing among this population is critical for improving health outcomes. This study compares different types of video narratives that use storytelling techniques to an informational video (control), to examine whether narratives are associated with higher hepatitis B beliefs scores and video rating outcomes. A sample of Asian American and Pacific Islander adults ( N = 600) completed an online survey where they viewed one of four video conditions, three of which included storytelling techniques and one with informational content. Results indicated that parental stories received significantly higher perceived effectiveness ratings ( M = 3.88, SD = 0.61) than the older adult personal stories ( M = 3.62, SD = 0.74), F(3, 596) = 3.795, p = .010. Parental stories also had significantly higher perceived severity scores ( M = 3.83, SD = 0.69) compared to the young adult stories ( M = 3.73, SD = 0.74) and the informational videos ( M = 3.83, SD = 0.69), F(3, 596) = 7.72, p < .001. The informational videos ( M = 4.10, SD = 0.65) received significantly higher message credibility ratings than the older adult personal stories ( M = 3.84, SD = 0.70), F(3, 596) = 4.71, p = .003. Follow-up tests using Bonferroni correction revealed that parental stories ( M = 3.98, SD = 0.64) and young adult personal stories ( M = 3.934, SD = 0.76) scored significantly higher on speaker ratings than the older adult personal stories ( M = 3.698, SD = 0.77). Results suggest that storytelling has the potential for connecting with a specific audience in an emotional way that is perceived well overall. Future research should examine the long-term impact of hepatitis B personal story videos and whether the addition of facts or statistics to videos would improve outcomes.

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