Predictors of Facebook User Engagement With Health-Related Content for Gay, Bisexual, and Other Men Who Have Sex With Men: Content Analysis
Date
2018
Authors
Card, Kiffer George
Lachowsky, Nathan J.
Hawkins, Blake W.
Jollimore, Jody
Baharuddin, Fahmy
Hogg, Robert S.
Journal Title
Journal ISSN
Volume Title
Publisher
JMIR Public Health and Surveillance
Abstract
Background: Social media is used by community-based organizations (CBOs) to promote the well-being of gay and bisexual
men (GBM). However, few studies have quantified which factors facilitate the diffusion of health content tailored for sexual
minorities.
Objective: The aim of this study was to identify post characteristics that can be leveraged to optimize the health promotion
efforts of CBOs on Facebook.
Methods: The Facebook application programming interface was used to collect 5 years’ of posts shared across 10 Facebook
pages administered by Vancouver-based CBOs promoting GBM health. Network analysis assessed basic indicators of network
structure. Content analyses were conducted using informatics-based approaches. Hierarchical negative binomial regression of
post engagement data was used to identify meaningful covariates of engagement.
Results: In total, 14,071 posts were shared and 21,537 users engaged with these posts. Most users (n=13,315) engaged only
once. There was moderate correlation between the number of posts and the number of CBOs users engaged with (r=.53, P<.001).
Higher user engagement was positively associated with positive sentiment, sharing multimedia, and posting about pre-exposure
prophylaxis, stigma, and mental health. Engagement was negatively associated with asking questions, posting about dating, and
sharing posts during or after work (versus before).
Conclusions: Results highlight the existence of a core group of Facebook users who facilitate diffusion. Factors associated with
greater user engagement present CBOs with a number of strategies for improving the diffusion of health content.
Description
Keywords
social media, health promotion, gay and bisexual men, user engagement
Citation
Card, K. G., Lachowsky, N. J., Hawkins, B. W., Jollimore, J., Baharuddin, F., & Hogg, R. S. (2018). “Predictors of Facebook User Engagement With Health-Related Content for Gay, Bisexual, and Other Men Who Have Sex With Men: Content Analysis.” JMIR Public Health and Surveillance, 4(2), 174-184. DOI: https://doi.org/10.2196/publichealth.8145