Purpose

Engagement is a critical metric to the effectiveness of online health messages. This paper explores how people engage in youth-generated prevention messages in social media.

Design/methodology/approach

The data sample consisted of engagement measures of 82 youth-generated messages hosted in a social media channel and a follow-up survey on content creators' motivation for promoting their messages and their dissemination strategies. A comparative analysis of engagement metrics along with qualitative analysis of the message types was performed.

Findings

Two types of messages were considered: stop messages and prevent messages. Our analyses found that people interacted with stop messages on social media more frequently than prevent messages. On analyzing the youth's motivation and promotion strategies, no significant difference was observed between stop message creators and prevent message creators.

Social implications

This work has implications for programs promoting prevention and health information in social media.

Originality/value

This is the first study in social media-based prevention programs the authors are aware of that differentiated between the strategies of youth-produced prevention messages.

中文翻译：

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了解社交媒体上预防和戒烟信息在青少年中的传播情况

目的

参与度是衡量在线健康信息有效性的关键指标。本文探讨了人们如何在社交媒体中参与青年产生的预防信息。

设计/方法/方法

数据样本包括在社交媒体渠道中托管的82条青年生成的消息的参与度测量，以及对内容创建者促进其消息动机和传播策略的后续调查。对参与度指标进行了比较分析，并对邮件类型进行了定性分析。

发现

考虑了两种类型的消息：停止消息和阻止消息。我们的分析发现，人们与社交媒体上的停止消息互动比阻止信息更多。在分析青少年的动机和促进策略时，停止消息创建者和阻止消息创建者之间没有发现显着差异。

社会影响

这项工作对在社交媒体上促进预防和健康信息的计划有影响。

创意/价值

这是基于社交媒体的预防计划中的第一项研究，作者意识到这是区分年轻人产生的预防信息的策略。