Demography and Population Studies Programme, Schools of Public Health and Social Sciences, University of the Witwatersrand, Johannesburg, South Africa.
Department of Statistics and Demography, School of Social Science, University of Eswatini, Kwaluseni Campus, Kwaluseni, Eswatini.
BMC Public Health. 2021 Nov 24;21(1):2153. doi: 10.1186/s12889-021-12165-x.
BACKGROUND: The use of social media for sexual health communication is gaining intense discussion both globally and in Africa. Despite this reality, it remains unclear whether and how young African adults use digital innovations like social media to access sexual health information. More importantly, the unique properties of messages that increase message reach and propagation are not well understood. This study aims to fill the gaps in scholarship by identifying post features and content associated with greater user engagement. METHODS: We analyzed a corpus of 3533 sexual and reproductive health messages shared on a public Facebook group by and for young African adults between June 1, 2018, and May 31, 2019, to understand better the unique features associated with higher engagement with peer-generated sexual health education. Facebook posts were independently classified into thematic categories such as topic, strategy, and tone of communication. RESULTS: The participants generally engaged with posts superficially by liking (x̃ = 54; x̄ = 109.28; σ = 159.24) rather than leaving comments (x̃ = 10; x̄ = 32.03; σ = 62.65) or sharing (x̃ = 3; x̄ = 11.34; σ = 55.12) the wallposts. Messages with fear [IRR:0.75, 95% CI: 0.66-0.86] or guilt [IRR:0.82, 95% CI: 0.72-0.92] appeals received a significantly lower number of reactions compared to neutral messages. Messages requesting an opinion [IRR:4.25, 95% CI: 3.57-5.10] had a significantly higher number of comments compared to status updates. The use of multimedia and storytelling formats were also significantly associated with a higher level of engagement and propagation of sexual health messages on the group. CONCLUSION: Young adults in our sample tend to superficially interact with peer-communicated sexual health information through likes than engage (comments) or propagate such messages. Message features that increase engagements and propagation of messages include multimedia and engaging styles like storytelling. Our findings provide valuable insight and pave the way for the design of effective and context-specific sexual health information use of features that attract young African adults.
背景：社交媒体在全球范围内，尤其是在非洲，被用于性健康交流，这一现象引发了激烈的讨论。尽管如此，目前尚不清楚年轻的非洲成年人是否以及如何利用社交媒体等数字创新来获取性健康信息。更重要的是，增加信息传播范围和传播速度的信息独特属性还没有得到很好的理解。本研究旨在通过识别与用户参与度更高相关的帖子特征和内容，填补这一研究空白。
方法：我们分析了 2018 年 6 月 1 日至 2019 年 5 月 31 日期间，一个由年轻非洲成年人创建和参与的公共 Facebook 群组中分享的 3533 条性与生殖健康信息，以更好地了解与同龄人生成的性健康教育的更高参与度相关的独特特征。Facebook 帖子被独立地分类为主题、策略和沟通语气等主题类别。
结果：参与者通常只是简单地点赞（x̃=54；x̄=109.28；σ=159.24），而不是发表评论（x̃=10；x̄=32.03；σ=62.65）或分享（x̃=3；x̄=11.34；σ=55.12）帖子，这表明他们只是表面上参与。与中性信息相比，带有恐惧[IRR：0.75，95%CI：0.66-0.86]或内疚[IRR：0.82，95%CI：0.72-0.92]呼吁的信息获得的点赞数明显更少。请求意见的信息[IRR：4.25，95%CI：3.57-5.10]与状态更新相比，获得的评论数量明显更多。使用多媒体和讲故事的格式也与性健康信息在群组中的更高参与度和传播显著相关。
结论：我们的研究样本中的年轻人往往通过点赞来表面性地与同龄人传播的性健康信息互动，而不是参与（评论）或传播此类信息。增加信息互动和传播的信息特征包括多媒体和讲故事等引人入胜的风格。我们的研究结果提供了有价值的见解，并为设计吸引年轻非洲成年人的有效和特定于情境的性健康信息使用功能铺平了道路。
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