Alliance for Research in Exercise, Nutrition and Activity, University of South Australia, Adelaide, Australia.
Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Adelaide, Australia.
Transl Behav Med. 2021 Apr 7;11(3):870-881. doi: 10.1093/tbm/ibaa139.
Technology-based physical activity programs are a novel solution to the major public health issue of physical inactivity. However, to be successful, there must be a large and population-appropriate uptake, which depends heavily on promotion. This study evaluates the effectiveness of an advertising campaign to disseminate a physical activity smartphone app. The experiment used a 3 × 3 × 3 full-factorial design, examining platforms (Facebook; Facebook Messenger; Instagram), selling-techniques (hard-sell-sending viewers directly to (a) Apple Store or (b) Google Play, and soft-sell-sending viewers from an ad to a (c) landing-page, then to an app store) and themes (Health and Wellbeing; Body and Self-Confidence; Social Enjoyment). Outcomes were reach, click-through, and app downloads. Advertisements reached 1,373,273 people, achieving 2,989 clicks and 667 downloads. Instagram and Facebook Messenger had higher reach compared to Facebook (F[2,27] = 27.17, p < .001), whilst Facebook and Facebook Messenger both produced higher click-through (F[2,27] = 8.98, p < .001) and downloads (F[2,27] = 4.649, p = .018). Selling-technique differed, with soft-selling ads producing greater reach (F[2,27] = 4,616.077, p < .001); however, both hard-selling ads (Apple Store and Google Play) had greater click-through (F[2,27] = 10.77, p < .001) and downloads (F[2,27] = 3.791, p < .001). Advertising theme varied, with Social Enjoyment themes producing less click-through (F[2,27] = 5.709, p = .009) and downloads (F[2,27] = 5.480, p = .010). We recommend future studies to consider Facebook and Facebook Messenger, using hard-selling techniques, with themes relating to Health and Wellbeing and Body and Self-Confidence.
基于技术的体育活动项目是解决身体活动不足这一重大公共卫生问题的新方法。然而，要想成功，就必须有大量的、适合人口的参与，而这在很大程度上取决于推广。本研究评估了一项广告宣传活动来推广一款体育活动智能手机应用的效果。该实验采用了 3×3×3 完全因子设计，考察了平台（Facebook；Facebook Messenger；Instagram）、销售技巧（硬推销-直接将观众引导至（a）苹果应用商店或（b）谷歌应用商店，软推销-将观众从广告引导至（c）登录页面，然后再引导至应用商店）和主题（健康与福祉；身体与自信；社交乐趣）。结果是覆盖范围、点击量和应用下载量。广告共触达 1373273 人，获得 2989 次点击和 667 次下载。与 Facebook 相比，Instagram 和 Facebook Messenger 的覆盖范围更广（F[2,27] = 27.17，p<.001），而 Facebook 和 Facebook Messenger 的点击量（F[2,27] = 8.98，p<.001）和下载量（F[2,27] = 4.649，p =.018）更高。销售技巧也有所不同，软销售广告的覆盖范围更大（F[2,27] = 4616.077，p<.001）；然而，硬销售广告（苹果商店和谷歌商店）的点击量（F[2,27] = 10.77，p<.001）和下载量（F[2,27] = 3.791，p<.001）更高。广告主题也有所不同，社交乐趣主题的点击量（F[2,27] = 5.709，p =.009）和下载量（F[2,27] = 5.480，p =.010）更少。我们建议未来的研究考虑使用硬销售技巧的 Facebook 和 Facebook Messenger，并采用与健康与福祉和身体与自信相关的主题。
