Mediterranean Research Center of Economy and Sustainable Development (CIMEDES), Department of Economics and Business, University of Almeria, Crta Sacramento s/n, La Cañada de San Urbano, 04120 Almería, Spain.
Int J Environ Res Public Health. 2020 Mar 11;17(6):1814. doi: 10.3390/ijerph17061814.
Health organizations, continuously exposed to public scrutiny due to the social relevance of the services provided, have adopted social media to disseminate information about health but also about themselves, and thus, reducing uncertainty and improving communication. In this context, users' participation in social media has become one of the main indicators of their effectiveness, highlighting the importance of analyzing which factors enhance online engagement. This research extends the number of variables identified in prior studies and analyzes 19,817 Facebook posts from 126 health organizations. Using multivariate linear regression, explanatory results show that economic and organizational attributes, and factors related to the social media posts, both contribute significantly to explain the engagement reached in social media by those organizations. According to our findings, health organizations are not taking enough advantage of social media to engage with their current and potential users. The dissemination of relevant information using visually attractive formats could help draw the attention of consumers, both to reach a higher commitment with the organization and to create value for society.
健康组织由于所提供服务的社会相关性，不断受到公众的审查，因此已经采用了社交媒体来传播有关健康的信息，也传播有关自身的信息，从而减少了不确定性并改善了沟通。在这种情况下，用户在社交媒体上的参与度已成为衡量其有效性的主要指标之一，这凸显了分析哪些因素可以增强在线参与度的重要性。本研究扩展了先前研究中确定的变量数量，并分析了 126 个健康组织的 19,817 个 Facebook 帖子。使用多元线性回归，解释结果表明，经济和组织属性以及与社交媒体帖子相关的因素，都对解释这些组织在社交媒体上的参与度有重要贡献。根据我们的研究结果，健康组织并没有充分利用社交媒体与现有和潜在用户进行互动。使用具有视觉吸引力的格式来传播相关信息，可以帮助吸引消费者的注意力，从而提高与组织的承诺度，并为社会创造价值。
