The Richard T. Robertson School of Media and Culture, Virginia Commonwealth University , Richmond, VA, USA.
J Health Commun. 2020 Aug 2;25(8):660-670. doi: 10.1080/10810730.2020.1836088. Epub 2020 Oct 28.
This study explores how sharing testimonials on the social media network Reddit may encourage individuals to donate bone marrow. The theory of planned behavior guided a quantitative content analysis of 1,015 Reddit comments about donation. Research questions asked how individuals post about donation and how Redditors engage with this content. Overall, comments addressed more positive than negative outcome, efficacy, and normative beliefs. Comments that discussed beliefs related to registering to donate and the process of donating received significantly higher engagement than other comments. Additionally, comments that included positive outcome beliefs related to registering, positive efficacy beliefs related to registering and donating, and positive normative beliefs related to donating received higher engagement than other comments. Results suggest testimonials may be most effective if they focus on behavior facilitators and if they present donation as a positive norm deviant behavior. Finally, the Reddit forums functioned as places for individuals to seek out and share information. Comments included calls to action and hyperlinks for health resources. This research reveals how organic conversations on Reddit may promote health information seeking and advocacy behavior adoption. Implications for the theory of planned behavior and the use of Reddit as a platform for health promotion are discussed.
本研究探讨了在社交媒体网络 Reddit 上分享证言如何鼓励个人捐献骨髓。计划行为理论指导了对 1015 条关于捐赠的 Reddit 评论的定量内容分析。研究问题询问了个人如何发布关于捐赠的信息，以及 Redditors 如何参与这些内容。总的来说，评论更多地涉及积极的而不是消极的结果、功效和规范信念。与登记捐赠和捐赠过程相关的信念讨论的评论比其他评论获得了更高的关注度。此外，与登记相关的积极结果信念、与登记和捐赠相关的积极功效信念以及与捐赠相关的积极规范信念的评论比其他评论获得了更高的关注度。研究结果表明，如果证言集中在行为促进因素上，如果将捐赠描述为一种积极的规范偏离行为，那么证言可能最有效。最后，Reddit 论坛的功能是个人寻找和分享信息的地方。评论包括号召行动和健康资源的超链接。这项研究揭示了 Reddit 上的有机对话如何促进健康信息的获取和倡导行为的采纳。讨论了计划行为理论的含义以及将 Reddit 用作健康促进平台的意义。
