Creating Engaging Health Promotion Campaigns on Social Media: Observations and Lessons From Fitbit and Garmin.

ABSTRACT:

Background

The popularity and reach of social media make it an ideal delivery platform for interventions targeting health behaviors, such as physical inactivity. Research has identified a dose-response relationship whereby greater engagement and exposure are positively associated with intervention effects, hence enhancing engagement will maximize the potential of these interventions.

Objective

This study examined the social media activity of successful commercial activity tracker brands to understand which creative elements (message content and design) they use in their communication to their audience, which social media platforms attract the most engagement, and which creative elements prompted the most engagement.

Methods

Posts (n=509) made by Fitbit and Garmin on F

SUBMITTER: Edney S 

PROVIDER: S-EPMC6305879 | biostudies-literature | 2018 Dec

REPOSITORIES: biostudies-literature