Cargando…
Digital public health interventions at scale: The impact of social media advertising on beliefs and outcomes related to COVID vaccines
Public health organizations increasingly use social media advertising campaigns in pursuit of public health goals. In this paper, we evaluate the impact of about $40 million of social media advertisements that were run and experimentally tested on Facebook and Instagram, aimed at increasing COVID-19...
Autores principales: | , , , |
---|---|
Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
National Academy of Sciences
2023
|
Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9945974/ https://www.ncbi.nlm.nih.gov/pubmed/36701366 http://dx.doi.org/10.1073/pnas.2208110120 |
_version_ | 1784892239029207040 |
---|---|
author | Athey, Susan Grabarz, Kristen Luca, Michael Wernerfelt, Nils |
author_facet | Athey, Susan Grabarz, Kristen Luca, Michael Wernerfelt, Nils |
author_sort | Athey, Susan |
collection | PubMed |
description | Public health organizations increasingly use social media advertising campaigns in pursuit of public health goals. In this paper, we evaluate the impact of about $40 million of social media advertisements that were run and experimentally tested on Facebook and Instagram, aimed at increasing COVID-19 vaccination rates in the first year of the vaccine roll-out. The 819 randomized experiments in our sample were run by 174 different public health organizations and collectively reached 2.1 billion individuals in 15 languages. We find that these campaigns are, on average, effective at influencing self-reported beliefs—shifting opinions close to 1% at baseline with a cost per influenced person of about $3.41. Combining this result with an estimate of the relationship between survey outcomes and vaccination rates derived from observational data yields an estimated cost per additional vaccination of about $5.68. There is further evidence that campaigns are especially effective at influencing users’ knowledge of how to get vaccines. Our results represent, to the best of our knowledge, the largest set of online public health interventions analyzed to date. |
format | Online Article Text |
id | pubmed-9945974 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2023 |
publisher | National Academy of Sciences |
record_format | MEDLINE/PubMed |
spelling | pubmed-99459742023-02-23 Digital public health interventions at scale: The impact of social media advertising on beliefs and outcomes related to COVID vaccines Athey, Susan Grabarz, Kristen Luca, Michael Wernerfelt, Nils Proc Natl Acad Sci U S A Social Sciences Public health organizations increasingly use social media advertising campaigns in pursuit of public health goals. In this paper, we evaluate the impact of about $40 million of social media advertisements that were run and experimentally tested on Facebook and Instagram, aimed at increasing COVID-19 vaccination rates in the first year of the vaccine roll-out. The 819 randomized experiments in our sample were run by 174 different public health organizations and collectively reached 2.1 billion individuals in 15 languages. We find that these campaigns are, on average, effective at influencing self-reported beliefs—shifting opinions close to 1% at baseline with a cost per influenced person of about $3.41. Combining this result with an estimate of the relationship between survey outcomes and vaccination rates derived from observational data yields an estimated cost per additional vaccination of about $5.68. There is further evidence that campaigns are especially effective at influencing users’ knowledge of how to get vaccines. Our results represent, to the best of our knowledge, the largest set of online public health interventions analyzed to date. National Academy of Sciences 2023-01-26 2023-01-31 /pmc/articles/PMC9945974/ /pubmed/36701366 http://dx.doi.org/10.1073/pnas.2208110120 Text en Copyright © 2023 the Author(s). Published by PNAS. https://creativecommons.org/licenses/by-nc-nd/4.0/This open access article is distributed under Creative Commons Attribution-NonCommercial-NoDerivatives License 4.0 (CC BY-NC-ND) (https://creativecommons.org/licenses/by-nc-nd/4.0/) . |
spellingShingle | Social Sciences Athey, Susan Grabarz, Kristen Luca, Michael Wernerfelt, Nils Digital public health interventions at scale: The impact of social media advertising on beliefs and outcomes related to COVID vaccines |
title | Digital public health interventions at scale: The impact of social media advertising on beliefs and outcomes related to COVID vaccines |
title_full | Digital public health interventions at scale: The impact of social media advertising on beliefs and outcomes related to COVID vaccines |
title_fullStr | Digital public health interventions at scale: The impact of social media advertising on beliefs and outcomes related to COVID vaccines |
title_full_unstemmed | Digital public health interventions at scale: The impact of social media advertising on beliefs and outcomes related to COVID vaccines |
title_short | Digital public health interventions at scale: The impact of social media advertising on beliefs and outcomes related to COVID vaccines |
title_sort | digital public health interventions at scale: the impact of social media advertising on beliefs and outcomes related to covid vaccines |
topic | Social Sciences |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9945974/ https://www.ncbi.nlm.nih.gov/pubmed/36701366 http://dx.doi.org/10.1073/pnas.2208110120 |
work_keys_str_mv | AT atheysusan digitalpublichealthinterventionsatscaletheimpactofsocialmediaadvertisingonbeliefsandoutcomesrelatedtocovidvaccines AT grabarzkristen digitalpublichealthinterventionsatscaletheimpactofsocialmediaadvertisingonbeliefsandoutcomesrelatedtocovidvaccines AT lucamichael digitalpublichealthinterventionsatscaletheimpactofsocialmediaadvertisingonbeliefsandoutcomesrelatedtocovidvaccines AT wernerfeltnils digitalpublichealthinterventionsatscaletheimpactofsocialmediaadvertisingonbeliefsandoutcomesrelatedtocovidvaccines |