Assessing Message Deployment During Public Health Emergencies Through Social Media: Empirical Test of Optimizing Content for Effective Dissemination.

ABSTRACT:

Background

During an infodemic, timely, reliable, and accessible information is crucial to combat the proliferation of health misinformation. While message testing can provide vital information to make data-informed decisions, traditional methods tend to be time- and resource-intensive. Recognizing this need, we developed the rapid message testing at scale (RMTS) approach to allow communicators to repurpose existing social media advertising tools and understand the full spectrum of audience engagement.

Objective

We had two main objectives: (1) to demonstrate the use of the RMTS approach for message testing, especially when resources and time are limited, and (2) to propose and test the efficacy of an outcome variable that measures engagement along a continuum of viewing expe

SUBMITTER: Pascual-Ferra P 

PROVIDER: S-EPMC11316149 | biostudies-literature | 2024 Jul

REPOSITORIES: biostudies-literature