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The impact of HPV vaccine narratives on social media: Testing narrative engagement theory with a diverse sample of young adults

Rates of human papillomavirus (HPV) infection are highest in young adults, who can be vaccinated against HPV if they were not vaccinated as adolescents. Since young adults increasingly access health information on social media, we tested the impact of a social media campaign with narrative-based hea...

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Autores principales: Leader, Amy E., Miller-Day, Michelle, Rey, Rikishi T., Selvan, Preethi, Pezalla, Anne E., Hecht, Michael L.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9502044/
https://www.ncbi.nlm.nih.gov/pubmed/36161120
http://dx.doi.org/10.1016/j.pmedr.2022.101920
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author Leader, Amy E.
Miller-Day, Michelle
Rey, Rikishi T.
Selvan, Preethi
Pezalla, Anne E.
Hecht, Michael L.
author_facet Leader, Amy E.
Miller-Day, Michelle
Rey, Rikishi T.
Selvan, Preethi
Pezalla, Anne E.
Hecht, Michael L.
author_sort Leader, Amy E.
collection PubMed
description Rates of human papillomavirus (HPV) infection are highest in young adults, who can be vaccinated against HPV if they were not vaccinated as adolescents. Since young adults increasingly access health information on social media, we tested the impact of a social media campaign with narrative-based health information on intentions related to HPV vaccination. We also aimed to understand which ads resonated most with young adults and led to higher survey completion rates. We created social media posts featuring videos promoting HPV vaccination. We launched a sponsored ad campaign on Facebook to reach young women, ages 18–26, across the country. Participants were randomly assigned one of 6 videos and then completed a brief survey about video engagement and intentions to: talk with a health care professional, talk with friends or family, and vaccinate against HPV. A descriptive correlational design and a test for moderation were used to explore hypothesized relationships. Across all ads, 1332 link clicks led to 991 completed surveys that were reduced to 607 surveys (95 % ages 18–26, 63 % non-Caucasian; 58 % sexually active). Higher video engagement was associated with stronger intentions to talk with a health care professional (r = 0.44, p =.01), talk with friends/family (r = 0.52, p =.01), and vaccinate against HPV (r = 0.43, p =.01). Young adults were receptive to watching narrative-based health information videos on social media. When promoting HPV vaccination, more engaging information leads to greater intentions to talk about the vaccine and get vaccinated.
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spelling pubmed-95020442022-09-24 The impact of HPV vaccine narratives on social media: Testing narrative engagement theory with a diverse sample of young adults Leader, Amy E. Miller-Day, Michelle Rey, Rikishi T. Selvan, Preethi Pezalla, Anne E. Hecht, Michael L. Prev Med Rep Regular Article Rates of human papillomavirus (HPV) infection are highest in young adults, who can be vaccinated against HPV if they were not vaccinated as adolescents. Since young adults increasingly access health information on social media, we tested the impact of a social media campaign with narrative-based health information on intentions related to HPV vaccination. We also aimed to understand which ads resonated most with young adults and led to higher survey completion rates. We created social media posts featuring videos promoting HPV vaccination. We launched a sponsored ad campaign on Facebook to reach young women, ages 18–26, across the country. Participants were randomly assigned one of 6 videos and then completed a brief survey about video engagement and intentions to: talk with a health care professional, talk with friends or family, and vaccinate against HPV. A descriptive correlational design and a test for moderation were used to explore hypothesized relationships. Across all ads, 1332 link clicks led to 991 completed surveys that were reduced to 607 surveys (95 % ages 18–26, 63 % non-Caucasian; 58 % sexually active). Higher video engagement was associated with stronger intentions to talk with a health care professional (r = 0.44, p =.01), talk with friends/family (r = 0.52, p =.01), and vaccinate against HPV (r = 0.43, p =.01). Young adults were receptive to watching narrative-based health information videos on social media. When promoting HPV vaccination, more engaging information leads to greater intentions to talk about the vaccine and get vaccinated. 2022-07-22 /pmc/articles/PMC9502044/ /pubmed/36161120 http://dx.doi.org/10.1016/j.pmedr.2022.101920 Text en © 2022 The Authors https://creativecommons.org/licenses/by/4.0/This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
spellingShingle Regular Article
Leader, Amy E.
Miller-Day, Michelle
Rey, Rikishi T.
Selvan, Preethi
Pezalla, Anne E.
Hecht, Michael L.
The impact of HPV vaccine narratives on social media: Testing narrative engagement theory with a diverse sample of young adults
title The impact of HPV vaccine narratives on social media: Testing narrative engagement theory with a diverse sample of young adults
title_full The impact of HPV vaccine narratives on social media: Testing narrative engagement theory with a diverse sample of young adults
title_fullStr The impact of HPV vaccine narratives on social media: Testing narrative engagement theory with a diverse sample of young adults
title_full_unstemmed The impact of HPV vaccine narratives on social media: Testing narrative engagement theory with a diverse sample of young adults
title_short The impact of HPV vaccine narratives on social media: Testing narrative engagement theory with a diverse sample of young adults
title_sort impact of hpv vaccine narratives on social media: testing narrative engagement theory with a diverse sample of young adults
topic Regular Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9502044/
https://www.ncbi.nlm.nih.gov/pubmed/36161120
http://dx.doi.org/10.1016/j.pmedr.2022.101920
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