Exploring motivations for engagement with the Healthy Lunch Box campaign on social media.

ABSTRACT: Many health organisations seek social media engagement through their online health promotion campaigns, but there is little understanding of what engagement means in relation to the uptake of health messages. To understand the relevance of social media engagement, we need to look at the reasons why people engage with health content via social media. This exploratory study examined people's motivations for engaging with health content through a case study of the Healthy Lunch Box campaign. Data was collected via online focus groups (n = 7), with participants being a convenience sample of people who had seen or engaged with the Healthy Lunch Box resources (n = 24). The discussions covered reasons for engaging with the Healthy Lunch Box campaign, and more broadly with health content on social

SUBMITTER: Chan L 

PROVIDER: S-EPMC10647017 | biostudies-literature | 2023 Dec

REPOSITORIES: biostudies-literature