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Predictors of Facebook User Engagement With Health-Related Content for Gay, Bisexual, and Other Men Who Have Sex With Men: Content Analysis

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      Abstract

      Background

      Social media is used by community-based organizations (CBOs) to promote the well-being of gay and bisexual men (GBM). However, few studies have quantified which factors facilitate the diffusion of health content tailored for sexual minorities.

      Objective

      The aim of this study was to identify post characteristics that can be leveraged to optimize the health promotion efforts of CBOs on Facebook.

      Methods

      The Facebook application programming interface was used to collect 5 years’ of posts shared across 10 Facebook pages administered by Vancouver-based CBOs promoting GBM health. Network analysis assessed basic indicators of network structure. Content analyses were conducted using informatics-based approaches. Hierarchical negative binomial regression of post engagement data was used to identify meaningful covariates of engagement.

      Results

      In total, 14,071 posts were shared and 21,537 users engaged with these posts. Most users (n=13,315) engaged only once. There was moderate correlation between the number of posts and the number of CBOs users engaged with ( r=.53, P<.001). Higher user engagement was positively associated with positive sentiment, sharing multimedia, and posting about pre-exposure prophylaxis, stigma, and mental health. Engagement was negatively associated with asking questions, posting about dating, and sharing posts during or after work (versus before).

      Conclusions

      Results highlight the existence of a core group of Facebook users who facilitate diffusion. Factors associated with greater user engagement present CBOs with a number of strategies for improving the diffusion of health content.

      Related collections

      Most cited references 34

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      Antiretroviral chemoprophylaxis before exposure is a promising approach for the prevention of human immunodeficiency virus (HIV) acquisition. We randomly assigned 2499 HIV-seronegative men or transgender women who have sex with men to receive a combination of two oral antiretroviral drugs, emtricitabine and tenofovir disoproxil fumarate (FTC-TDF), or placebo once daily. All subjects received HIV testing, risk-reduction counseling, condoms, and management of sexually transmitted infections. The study subjects were followed for 3324 person-years (median, 1.2 years; maximum, 2.8 years). Of these subjects, 10 were found to have been infected with HIV at enrollment, and 100 became infected during follow-up (36 in the FTC-TDF group and 64 in the placebo group), indicating a 44% reduction in the incidence of HIV (95% confidence interval, 15 to 63; P=0.005). In the FTC-TDF group, the study drug was detected in 22 of 43 of seronegative subjects (51%) and in 3 of 34 HIV-infected subjects (9%) (P<0.001). Nausea was reported more frequently during the first 4 weeks in the FTC-TDF group than in the placebo group (P<0.001). The two groups had similar rates of serious adverse events (P=0.57). Oral FTC-TDF provided protection against the acquisition of HIV infection among the subjects. Detectable blood levels strongly correlated with the prophylactic effect. (Funded by the National Institutes of Health and the Bill and Melinda Gates Foundation; ClinicalTrials.gov number, NCT00458393.).
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            Author and article information

            Affiliations
            1 Faculty of Health Science Simon Fraser University Burnaby, BC Canada
            2 British Columbia Centre for Excellence in HIV/AIDS Vancouver, BC Canada
            3 School of Public Health and Social Policy University of Victoria Victoria, BC Canada
            4 Interdisciplinary Studies Graduate Program University of British Columbia Vancouver, BC Canada
            5 Community-Based Research Centre for Gay Men's Health Vancouver, BC Canada
            6 YouthCO HIV & Hep C Society Vancouver, BC Canada
            Author notes
            Corresponding Author: Kiffer George Card kiffercard@ 123456gmail.com
            Contributors
            , ORCID: http://orcid.org/0000-0001-6545-1249
            Journal
            JMIR Public Health Surveill
            JMIR Public Health Surveill
            JPH
            JMIR Public Health and Surveillance
            JMIR Publications (Toronto, Canada )
            2369-2960
            Apr-Jun 2018
            06 April 2018
            : 4
            : 2
            29625953 5910534 v4i2e38 10.2196/publichealth.8145
            (Reviewer), (Reviewer), (Reviewer), (Reviewer),
            ©Kiffer George Card, Nathan Lachowsky, Blake W Hawkins, Jody Jollimore, Fahmy Baharuddin, Robert S Hogg. Originally published in JMIR Public Health and Surveillance (http://publichealth.jmir.org), 06.04.2018.

            This is an open-access article distributed under the terms of the Creative Commons Attribution License ( https://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work, first published in JMIR Public Health and Surveillance, is properly cited. The complete bibliographic information, a link to the original publication on http://publichealth.jmir.org, as well as this copyright and license information must be included.

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