Gay and Bisexual Men’s Recommendations for Effective Digital Social Marketing Campaigns to Enhance HIV Prevention and Care Continuity
| Autor: | William C. Goedel, Jacob J. van den Berg, Genoviva Sowemimo-Coker, Philip A. Chan, Amy Nunn, Matthew Murphy, Cassandra Sutten Coats, Ethan Moitra |
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| Rok vydání: | 2020 |
| Předmět: |
Male
medicine.medical_specialty Social Psychology HIV Infections Article Men who have sex with men Formative assessment Sexual and Gender Minorities 03 medical and health sciences 0302 clinical medicine medicine Humans 030212 general & internal medicine Homosexuality Male Service (business) 030505 public health Public health Public Health Environmental and Occupational Health Rhode Island Advertising Continuity of Patient Care Focus group Social marketing Health psychology Infectious Diseases Social Marketing 0305 other medical science Psychology Qualitative research |
| Zdroj: | AIDS Behav |
| ISSN: | 1573-3254 1090-7165 |
| DOI: | 10.1007/s10461-020-03078-8 |
| Popis: | Because use of geosocial-networking smartphone applications ('apps') is ubiquitous among men who have sex with men (MSM), online-to-offline service models that include advertisements on these apps may improve engagement with effective HIV prevention and treatment services. Through our formative qualitative study, we conducted individual in-depth interviews (n = 30) and focus group discussions (n = 18) with MSM in Rhode Island to develop a digital social marketing campaign aimed at increasing HIV testing, including how best to reach men by advertising on apps. Qualitative data analysis revealed that participants were frequently exposed to pop-up advertisements on apps. These advertisements are viewed as invasive and, as such, many expressed a preference for other formats (e.g., direct messages, banner advertisements). Men expressed a preference for provocative images and phrases to catch their attention followed with fact-driven messaging to motivate them to engage with services offline. Findings from this study offer several practical recommendations for developing a social marketing campaign that uses advertisements on apps to increase HIV testing among MSM, including using formats other than pop-up advertisements and pairing fact-driven messaging with eye-catching images to direct them to trusted local clinical services. |
| Databáze: | OpenAIRE |
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