Using web analytics data to identify platforms and content that best engage high-priority HIV populations in online and social media marketing advertisements.

ABSTRACT:

Background

Online advertisements on social media platforms are an important tool for engaging relevant populations in public health research. However, little is known about what platforms and ad characteristics are most effective in engaging high-priority HIV populations, including racial/ethnic and sexual minority individuals.

Methods

Data from this study were drawn from advertising campaigns conducted on popular websites and social media platforms that recruited for several nationwide randomized controlled trials of various HIV prevention and testing strategies among sexual minority men (SMM) from December 2019 until March 2022. Descriptive statistics and LASSO regression models were used to determine which platforms and ad characteristics were associated with significantl

SUBMITTER: Wray TB 

PROVIDER: S-EPMC10668575 | biostudies-literature | 2023 Jan-Dec

REPOSITORIES: biostudies-literature