基于父母对社交媒体内容的偏好,有针对性地促进HPV疫苗接种的方法

IF 3.1 4区 管理学 Q2 BUSINESS Journal of Social Marketing Pub Date : 2023-03-07 DOI:10.1108/jsocm-08-2022-0164
S. Sommariva, J. Beckstead, M. Khaliq, E. Daley, D. Martinez Tyson
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引用次数: 0

摘要

目的社交营销项目中信息策略的有效性往往因个人群体而异,这表明调整沟通方法以最大限度地提高促销策略的成功率的重要性。这项研究旨在通过使用一种创新的方法来促进有针对性的人乳头瘤病毒疫苗接种,应用联合分析来了解父母对社交媒体内容特征的偏好,从而朝着这个方向做出贡献。设计/方法/方法对一组符合资格标准的家长进行了专门建立的在线定量调查。调查问题是根据研究前一阶段进行的形成性定性研究的投入设计的。调查结果在285名家长的总体样本中,回复显示,图片是社交媒体帖子的最重要特征,其次是来源和文本。聚类分析根据父母对内容特征的偏好确定了样本中的八个片段。在认知需求、疫苗犹豫、父母性别、对副作用的担忧、对医疗提供者的信任、社交媒体上的信息共享行为和在线信息寻求方面,各细分市场存在显著差异。独创性/价值将联合分析应用于促销内容,可以评估内容的哪些特征在说服不同的个人方面最重要,并提供人们如何处理信息的见解,最终根据偏好为有针对性的促销提供信息。联合分析已被广泛用于消费者研究,以探索受众对产品或服务的偏好,但文献中只有少数将联合分析应用于促销内容的设计和测试。
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An approach to targeted promotion of HPV vaccination based on parental preferences for social media content
Purpose Effectiveness of message tactics in social marketing projects often varies across groups of individuals, which suggests the importance of tailoring communication approaches to maximize the success of promotional strategies. This study aims to contribute in this direction by using an innovative approach to promote targeted human papillomavirus vaccination, applying conjoint analysis to understand parental preferences for social media content features. Design/methodology/approach An online purpose-built quantitative survey was administered to a group of parents meeting eligibility criteria. The survey questions were designed based on inputs from formative qualitative research conducted in a previous phase of the study. Findings In the overall sample of 285 parents, responses show that image was the most important feature of social media posts overall, followed by source and text. Cluster analysis identified eight segments in the sample based on parental preferences for content features. Significant differences across segments were identified in terms of need for cognition, vaccine hesitancy, parental gender, concerns around side effects, trust in medical providers, information sharing behaviors on social media and information seeking online. Originality/value The application of conjoint analysis to promotional content allows to assess which features of the content are most important in persuading different individuals and provide insights on how people process the information, ultimately to inform targeted promotion based on preferences. Conjoint analysis has been widely used in consumer research to explore audience preferences for products or services, but only a few applications of conjoint analysis to the design and testing of promotional content are found in the literature.
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CiteScore
4.60
自引率
29.20%
发文量
33
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