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https://hdl.handle.net/2440/133929
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Type: | Journal article |
Title: | Evaluating the effectiveness of a physical activity social media advertising campaign using Facebook, Facebook Messenger, and Instagram |
Author: | Northcott, C. Curtis, R. Bogomolova, S. Olds, T. Vandelanotte, C. Plotnikoff, R. Maher, C. |
Citation: | Translational Behavioral Medicine, 2021; 11(3):870-881 |
Publisher: | Oxford University Press |
Issue Date: | 2021 |
ISSN: | 1869-6716 1613-9860 |
Statement of Responsibility: | Celine Northcott, Rachel Curtis, Svetlana Bogomolova, Timothy Olds, Corneel Vandelanotte, Ronald Plotnikoff, Carol Mahe |
Abstract: | Technology-based physical activity programs are a novel solution to the major public health issue of physical inactivity. However, to be successful, there must be a large and population-appropriate uptake, which depends heavily on promotion. This study evaluates the effectiveness of an advertising campaign to disseminate a physical activity smartphone app. The experiment used a 3 × 3 × 3 full factorial design, examining platforms (Facebook; Facebook Messenger; Instagram), selling-techniques (hard-sell—sending viewers directly to (a) Apple Store or (b) Google Play, and soft-sell—sending viewers from an ad to a (c) landing-page, then to an app store) and themes (Health and Wellbeing; Body and Self-Confidence; Social Enjoyment). Outcomes were reach, click-through, and app downloads. Advertisements reached 1,373,273 people, achieving 2,989 clicks and 667 downloads. Instagram and Facebook Messenger had higher reach compared to Facebook (F[2,27] = 27.17, p < .001), whilst Facebook and Facebook Messenger both produced higher click-through (F[2,27] = 8.98, p < .001) and downloads (F[2,27] = 4.649, p = .018). Selling-technique differed, with soft-selling ads producing greater reach (F[2,27] = 4,616.077, p < .001); however, both hard-selling ads (Apple Store and Google Play) had greater click-through (F[2,27] = 10.77, p < .001) and downloads (F[2,27] = 3.791, p < .001). Advertising theme varied, with Social Enjoyment themes producing less click-through (F[2,27] = 5.709, p = .009) and downloads (F[2,27] = 5.480, p = .010). We recommend future studies to consider Facebook and Facebook Messenger, using hard-selling techniques, with themes relating to Health and Wellbeing and Body and Self-Confidence. |
Keywords: | online social networks; health promotion; physical activity; advertising campaign; social marketing |
Rights: | © Society of Behavioral Medicine 2021. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com. |
DOI: | 10.1093/tbm/ibaa139 |
Grant ID: | http://purl.org/au-research/grants/nhmrc/1080186 |
Published version: | http://dx.doi.org/10.1093/tbm/ibaa139 |
Appears in Collections: | Public Health publications |
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