Implications and Lessons Learned While Using Social Media Advertisements to Promote Longitudinal Social Network Study Participation in Latino Men Who Have Sex with Men (LMSM): A Brief Report.

Autor: Algarin AB; Center for Health Promotion and Disease Prevention, Edson College of Nursing and Health Innovation, Arizona State University, 500 N 3rd St., Phoenix, AZ, 85004, USA. angel.algarin@asu.edu., Cirilo A; Herbert Wertheim School of Public Health and Human Longevity Science, University of California San Diego, La Jolla, CA, USA., Pitpitan EV; School of Social Work, San Diego State University, San Diego, CA, USA., Gutierrez A; Division of Infectious Diseases and Global Public Health, University of California San Diego, La Jolla, CA, USA., Horvath KJ; Department of Psychology, San Diego State University, San Diego, CA, USA., Smith LR; Division of Infectious Diseases and Global Public Health, University of California San Diego, La Jolla, CA, USA.
Jazyk: angličtina
Zdroj: Journal of urban health : bulletin of the New York Academy of Medicine [J Urban Health] 2024 Jun; Vol. 101 (3), pp. 648-652. Date of Electronic Publication: 2024 Apr 16.
DOI: 10.1007/s11524-024-00848-w
Abstrakt: We assess the effectiveness of paid ads on social media platforms as a research recruitment tool with Latino men who have sex with men (LMSM). We deployed four paid ad campaigns July-September 2022 in English and Spanish on Meta and Grindr featuring happy or risqué images of LMSM, documenting engagement and cost metrics. The four campaigns generated a total of 1,893,738 impressions and 1078 clicks (0.057 click-through rate) with a total cost of $7,989.39. Of the 58 people who accessed the study screener, 31 completed it (53.4%), 13 were eligible (22.4%), but none enrolled. Comparing platforms, Meta had higher engagement metrics than Grindr, while Grindr had higher proportions of those who completed the screener (57.9%) and were eligible (26.3%) than Meta (52.6% and 21.0%, respectively). Challenges to using paid ads as an LMSM recruitment tool included intersecting pandemics (Mpox, COVID-19), and limited connection between platforms and staff for study enrollment.
(© 2024. The New York Academy of Medicine.)
Databáze: MEDLINE
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