Using A/B testing to study engagement with Snapchat advertisements promoting help-seeking after image-based sexual harassment and abuse victimization

Abstract

Online forms of sexual violence, such as image-based sexual harassment and abuse, can have serious consequences for victims’ well-being. Still, not every victim seeks help. Therefore, the present study examined the engagement of youth with advertisements on Snapchat for the promotion of help-seeking at a victim support organization after image-based sexual harassment and abuse victimization. Two advertising campaigns, focusing on either image-based sexual harassment or abuse, were run on Snapchat targeted at 13-to-25-year-old Dutch users. A 2 x 2 x 2 quasi-experimental design was implemented, manipulating three variables in each campaign to measure the engagement (ratio of swipe-ups to impressions) generated by each advertisement variation. The analyses indicate that 2.93% and 3.79% of Snapchat users engaged with the image-based sexual harassment and abuse campaigns respectively. A significant increase in engagement was found in the image-based sexual abuse campaign when self-blame was mentioned in the advertisement. The acknowledgement of self-blame, a well-known barrier to help-seeking, and the reassurance that one is not to blame, may be beneficial in promoting help-seeking. In conclusion, the use of social media advertising by victim support organizations may be effective in promoting help-seeking. Further research on the role of personal characteristics on advertisement engagement is encouraged.