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Impact of a social media campaign on reach, uptake, and engagement with a free web- and app-based physical activity intervention: The 10,000 Steps Australia program

journal contribution
posted on 03.02.2020, 00:00 by AT Rayward, Corneel Vandelanotte, Kelly Corry, Anetta Van Itallie, MJ Duncan
Social media campaigns provide broad-reach and convenience for promoting freely-available health programs. However, their effectiveness and subsequent engagement of new users is unknown. This study aimed to assess the reach and new member registration rates resulting from a dedicated 10,000 Steps social media campaign (SMC) and to compare program engagement and time to non-usage attrition of new users from the SMC with other users. SMC reach (using Facebook, Instagram, and display advertisements engagement metrics), new-user numbers, engagement (usage of the website and its features), and time to non-usage attrition were assessed using generalized linear regression, binary logistic regression, and Cox proportion hazards regression models. During the SMC, Instagram and display advertisement impressions, Facebook reach and new daily registrations were significantly higher compared with six weeks and one year prior. There were no between-group differences in the average usage of most website/program features. Risk of non-usage attrition was higher among new users from the SMC than new users from one year prior. The SMC was effective in promoting awareness of the 10,000 Steps program. Further research to identify long-term engagement strategies and the most effective combination of social media platforms for promotion of, and recruitment to, health programs is warranted.

Funding

Category 2 - Other Public Sector Grants Category

History

Volume

16

Issue

24

Start Page

1

End Page

17

Number of Pages

17

eISSN

1661-7827

ISSN

1660-4601

Publisher

MDPI AG, Switzerland

Additional Rights

CC BY 4.0

Peer Reviewed

Yes

Open Access

Yes

Acceptance Date

08/12/2019

External Author Affiliations

The University of Newcastle;

Author Research Institute

Appleton Institute

Era Eligible

Yes

Journal

International Journal of Environmental Research and Public Health

Usage metrics

CQUniversity

Licence

Exports