Author:
Faus Mireia,Alonso Francisco,Javadinejad Arash,Useche Sergio A.
Abstract
IntroductionWhile public health campaigns disseminated through Twitter have multiple theoretical advantages over other strategies (e.g., a high potential reach and low economic cost), the effectiveness of social networks as facilitators of attitudinal and behavioral changes in the population seems to remain weakly supported. Therefore, this systematic review was aimed to analyze the degree of impact of healthy behavior-related campaigns as documented in scientific literature.MethodsStrictly following the PRISMA methodology, a total of 109 indexed articles were obtained, of which only 18 articles met the inclusion criteria. In addition to accessing the literature available on WOS, Scopus, BVS, Medline, Cochrane Library and PubMed, the quality of the existing studies was assessed through the Critical Appraisal Skills Programme (CASP) protocol.ResultsThe results of this systematic review revealed a small number of evaluations of the effectiveness of social campaigns disseminated on Twitter, although the quality of these studies was considerably good. Most of the research used statistics and metrics for evaluation, with residual use of other measurement methodologies. However, their effectiveness and impact on public health-related behaviors remain arguable, in view of the existence of marked tendencies to: (i) not evaluate these campaigns; (ii) evaluate them through excessively brief, ambiguous, or potentially biased indicators; and (iii) not carry out systematic follow-ups over time.DiscussionAlthough there is no strong evidence of the suitability of Twitter as a suitable medium for raising public health awareness on behavioral health affairs, the actual limitations identified in this review would help to optimize this paradigm and enhance the quality, reach, and effectiveness of such communication strategies.
Subject
Public Health, Environmental and Occupational Health
Reference66 articles.
1. Social marketing campaigns to address social problems;Campbell,2020
2. The use of message framing in the promotion of environmentally sustainable behaviors;Cheng;Soc Mar Q.,2011
3. Redefining social marketing with contemporary commercial marketing definitions;Dann;J Bus Res.,2010
4. Developing more effective social marketing strategies;Wymer;J Social Market.,2011
5. Social marketing and its influence in the solution of health problems;Lorenzo;Rev Cubana Investig Bioméd.,2017
Cited by
14 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献