Predictors of Facebook User Engagement With Health-Related Content for Gay, Bisexual, and Other Men Who Have Sex With Men: Content Analysis

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dc.contributor.authorCard, Kiffer George
dc.contributor.authorLachowsky, Nathan J.
dc.contributor.authorHawkins, Blake W.
dc.contributor.authorJollimore, Jody
dc.contributor.authorBaharuddin, Fahmy
dc.contributor.authorHogg, Robert S.
dc.date.accessioned2022-04-01T16:02:39Z
dc.date.available2022-04-01T16:02:39Z
dc.date.copyright2018en_US
dc.date.issued2018
dc.description.abstractBackground: 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.en_US
dc.description.reviewstatusRevieweden_US
dc.description.scholarlevelFacultyen_US
dc.description.sponsorshipKGC is supported by the Momentum Health Study as part of his doctoral training. Momentum is funded through the National Institute on Drug Abuse (R01DA031055-01A1) and the Canadian Institutes for Health Research (MOP-107544, 143342).en_US
dc.identifier.citationCard, 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.8145en_US
dc.identifier.urihttps://doi.org/10.2196/publichealth.8145
dc.identifier.urihttp://hdl.handle.net/1828/13831
dc.language.isoenen_US
dc.publisherJMIR Public Health and Surveillanceen_US
dc.subjectsocial media
dc.subjecthealth promotion
dc.subjectgay and bisexual men
dc.subjectuser engagement
dc.subject.departmentSchool of Public Health and Social Policy
dc.titlePredictors of Facebook User Engagement With Health-Related Content for Gay, Bisexual, and Other Men Who Have Sex With Men: Content Analysisen_US
dc.typeArticleen_US

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