Facebook Advertising Research Articles

"Running on goodwill and fairydust" - Midwives' experiences of facilitating and delivering local breastfeeding support via Facebook groups: A qualitative descriptive study.

Facebook groups providing breastfeeding support are widespread. Some are created and/or facilitated by midwives, but little is known about their motivations or experiences. The present study aimed to examine how midwives involved in providing breastfeeding support via local Breastfeeding support Facebook (BSF) groups perceive the value of this provision and their experiences of creating these services and engaging with mothers online. Participants were recruited through Facebook advertising and snowballing techniques. UK registered midwives with experience of providing breastfeeding support via Facebook groups were eligible. Semi-structured interviews were conducted using Microsoft Teams/Zoom with nine midwives between July and September 2021. Reflexive thematic analysis was conducted. Three themes, each with three subthemes, were identified: (1) Imperatives and Value; (2) Goodwill & Lack of Resources; and (3) Community of Practice. Theme 1 described groups as necessary for meeting current mothers' needs and improving low breastfeeding rates. Theme 2 highlighted that BSF groups rely on voluntary work by midwives and peer supporters, with sustainability and recognition of their efforts being major concerns. Theme 3 showed that BSF groups function as communities of practice, offering social learning opportunities and benefits for midwives. Midwives became involved in delivering online support motivated by a belief in the value of this provision, but acted as volunteers and felt unsupported by wider services. This has impacts for the sustainability of this provision regardless of its value. However, midwives reported significant benefits from involvement. Thus, there is a need for services to provide additional guidance and investment.

Avatar Personalization and User Engagement in Facebook Advertising

Avatar Personalization and User Engagement in Facebook Advertising

Understanding bidirectional and transactional processes of child eating behaviours and parental feeding practices explaining poor health outcomes across infancy and early childhood in Australia: protocol for the Longitudinal Assessment of Children’s Eating (LACE) study

IntroductionChild eating behaviours develop through interactions between the child’s characteristics, psychological factors and the child’s social environment and this affects the child’s diet and weight. To examine the currently existing...

Digital Stories Created by Children With Advanced Cancer.

Background: Legacy building is a priority for pediatric oncology. Storytelling is one strategy to help children document their legacies. Understanding story content would advance knowledge of how children want to be remembered but this has yet to be explored. This study explored content of digital stories created by children with advanced cancer. Method: Facebook advertisements were used to recruit families of children (7-17) with relapsed/refractory cancer to participate in a randomized controlled trial testing a legacy intervention through storytelling. Parent-child dyads (N = 150) were randomly assigned to an intervention or usual care group. A web program guided children to answer legacy questions and upload photographs, movies, and music. Families received the final digital stories. Experienced qualitative coders developed a hierarchical coding system to identify major categories/subcategories within 78 stories. Results: Stories included 1,516 unique story entries, including text, photographs, and movies. Two major categories emerged from the data: (a) story entry medium and (b) story content. Photographs frequently reflected people, objects, pets, and places while text often described personal preferences, goals, dreams, and other people. The story content overall included references to (a) people, (b) setting/location, (c) cancer, (d) objects/activities, and (e) expression of emotions/beliefs. Exemplar quotes, counts, and frequencies for each category are reported. Discussion: Children documented their legacies through stories that emphasized the value of family relationships and children's desires to be known for personal traits/preferences. Children chose to include cancer in their stories, indicating that cancer is a part of how children perceive their legacies. Registration Number: ClinicalTrials.gov NCT04059393.

Election Interference and Online Propaganda Campaigns: Dynamic Interdependencies on Facebook, Google Trends, and the New York Times

The relationship between propaganda campaigns, news outlets, and search patterns is of significant interest to political authorities and academic scholars from various disciplines. We explore these dynamic relationships using 3,500 Facebook propaganda advertisements, 167,000 New York Times stories, and hundreds of Google Trends searches for terms from the advertisements and articles in the two years preceding the 2016 US presidential election. The data indicate that propaganda campaigns utilize random content infrequently and instead follow specific Google search patterns. Depending on the subject matter, Facebook advertisements can anticipate the New York Times. In the contexts of immigration, racism, and the LGBT community, such patterns of content adaptation are more prominent. We use the results to provide policy and research recommendations.

Strategies for Identifying and Recruiting Women at High Risk for Breast Cancer for Research Outside of Clinical Settings: Observational Study.

Research is needed to understand and address barriers to risk management for women at high (≥20% lifetime) risk for breast cancer, but recruiting this population for research studies is challenging. This paper compares a variety of recruitment strategies used for a cross-sectional, observational study of high-risk women. Eligible participants were assigned female at birth, aged 25-85 years, English-speaking, living in the United States, and at high risk for breast cancer as defined by the American College of Radiology. Individuals were excluded if they had a personal history of breast cancer, prior bilateral mastectomy, medical contraindications for magnetic resonance imaging, or were not up-to-date on screening mammography per American College of Radiology guidelines. Participants were recruited from August 2020 to January 2021 using the following mechanisms: targeted Facebook advertisements, Twitter posts, ResearchMatch (a web-based research recruitment database), community partner promotions, paper flyers, and community outreach events. Interested individuals were directed to a secure website with eligibility screening questions. Participants self-reported method of recruitment during the eligibility screening. For each recruitment strategy, we calculated the rate of eligible respondents and completed surveys, costs per eligible participant, and participant demographics. We received 1566 unique responses to the eligibility screener. Participants most often reported recruitment via Facebook advertisements (724/1566, 46%) and ResearchMatch (646/1566, 41%). Community partner promotions resulted in the highest proportion of eligible respondents (24/46, 52%), while ResearchMatch had the lowest proportion of eligible respondents (73/646, 11%). Word of mouth was the most cost-effective recruitment strategy (US $4.66 per completed survey response) and paper flyers were the least cost-effective (US $1448.13 per completed survey response). The demographic characteristics of eligible respondents varied by recruitment strategy: Twitter posts and community outreach events resulted in the highest proportion of Hispanic or Latina women (1/4, 25% and 2/6, 33%, respectively), and community partner promotions resulted in the highest proportion of non-Hispanic Black women (4/24, 17%). Although recruitment strategies varied in their yield of study participants, results overall support the feasibility of identifying and recruiting women at high risk for breast cancer outside of clinical settings. Researchers must balance the associated costs and participant yield of various recruitment strategies in planning future studies focused on high-risk women.

Measuring Citizen Satisfaction with The Quality of Telemedicine in Indonesia: A National Survey Through Facebook and Instagram Advertisement

Measuring Citizen Satisfaction with The Quality of Telemedicine in Indonesia: A National Survey Through Facebook and Instagram Advertisement

The Impact of On-line Advertising on Tourist Motivation to Travel and Ethical Tourist Behavior

Tourism is a significant cultural, social, and economic activity where individuals travel to different locations or countries outside of their usual environment. This involves spending money for various purposes such as business, leisure, and other activities, resulting in tourism expenditures (UNWTO 2021). The Internet, particularly the World Wide Web, has revolutionized social interactions and cultural experiences, shaping a new era of connectivity (Moradkhani, 2014). The travel industry has evolved with the rise of online advertising as a potent tool for attracting potential travelers. This research aims to explore the impact of online advertising on tourists' motivation to visit Egypt and their ethical conduct within the Egyptian tourism context, focusing on beach tourism in Red Sea resorts. An empirical study involving a substantial sample of 417 participants is presented, detailing the research methodology and its connections to ensure the study's credibility. Quantitative methods were used in this study to test the hypotheses. Data was collected through an online questionnaire and analyzed using Statistical Package for the Social Sciences (SPSS)-26.0 software, utilizing various descriptive and inferential statistical techniques. The findings of this study indicate several distinctions. While Facebook advertising has shown some influence on tourists' ethical behavior, it is not the sole determining factor. Perceived sociocultural factors do not significantly impact ethical behavior, suggesting that these aspects may not heavily shape tourists' ethical conduct. However, perceived sociocultural factors do play a partial role in influencing travel motivation. This indicates that sociocultural aspects may influence people's travel motivations, but other factors may also be involved. Online Facebook advertising has a lasting impact on travel motivation. This shows that Facebook ads can have a positive impact on people's desire to travel. Online advertising on Facebook has a lasting impact on sociocultural aspects. This means that Facebook ads can influence people's perceptions of socio-cultural factors related to travel. Sociocultural factors play an important role in the impact of Facebook advertising on ethical behavior. This means that while sociocultural aspects may play a role in the relationship between Facebook advertising and ethical behavior, there are other factors as well. Sociocultural factors play an important role in the impact of Facebook advertising on travel motivation. This suggests that sociocultural aspects may influence the relationship between Facebook advertising and people's travel motivations, but other factors may also play a role. These results indicate that Facebook advertising has a significant impact on travel motivation and sociocultural aspects. However, other factors also influence ethical behavior, and the role of sociocultural aspects in mediating this relationship is not clearly defined. Additional research is needed to understand these relationships more fully. This study provides a valuable theoretical contribution by enhancing the current body of literature on tourist visit intentions. It offers a deeper insight into the motivational factors that impact the travel decision- making process, thereby enriching our knowledge in the field of tourism behavior research and tourism decision- making literature. Furthermore, it addresses gaps in empirical research on tourist behavior patterns in economically and culturally diverse countries.

Definitions of Having Sex in Older Men and Women and Their Relationship with Sexual Well-Being

ABSTRACT The goal of this study was to explore the sexual activities that older adults consider as having had sex and to examine correlates of the ways that older men and women define sex. A sample of 286 men and women aged 60 years and older who were involved in a romantic relationship were recruited online from Prolific and Facebook advertisements. Participants were presented a list of 19 different sexual activities and asked whether they would think they had sex if they engaged in each one of those activities. Results showed that penetrative sexual activities were found to be the most likely endorsed as having had sex, followed by genital non-penetrative activities, masturbation activities, and non-genital contact. Greater sexual frequency for a sexual activity was associated with endorsing that same activity as having had sex. A cluster analysis revealed five different groups of individuals based on the activities that they considered as having had sex. Only small differences in sexual wellbeing were found among these groups of individuals. The way older men and women define sex is complex and shows great variability. Our results have important implications for the operationalization and assessment of sexual activity. Other implications for healthcare and future research are discussed.

The Impact of User Engagement With Exposure Components on Posttraumatic Stress Symptoms in an mHealth Mobile App: Secondary Analysis of a Randomized Controlled Trial.

Mobile mental health apps are a cost-effective option for managing mental health problems, such as posttraumatic stress disorder (PTSD). The efficacy of mobile health (mHealth) apps depends on engagement with the app, but few studies have examined how users engage with different features of mHealth apps for PTSD. This study aims to examine the relationship between app engagement indices and PTSD symptom reduction using data from an unblinded pilot randomized controlled trial of "Renew" (Vertical Design), an exposure-based app for PTSD with and without coaching support. Because exposure is an effective approach for treating PTSD, we expected that engagement with exposure activities would be positively related to symptom reduction, over and above overall app usage. Participants were veterans (N=69) with clinically significant PTSD symptoms who were recruited online using Facebook advertisements and invited to use the Renew app as often as they wanted over a 6-week period. Participants completed screening and assessments online but provided informed consent, toured the app, and completed feedback interviews via telephone. We assessed users' self-reported PTSD symptoms before and after a 6-week intervention period and collected app usage data using a research-instrumented dashboard. To examine overall app engagement, we used data on the total time spent in the app, the number of log-in days, and the number of points that the user gained in the app. To examine engagement with exposure components, we used data on total time spent completing exposure activities (both in vivo and imaginal), the number of in vivo exposure activities completed, and the number of characters written in response to imaginal exposure prompts. We used hierarchical regression analyses to test the effect of engagement indices on change in PTSD symptoms. Usage varied widely. Participants spent an average of 166.09 (SD 156.52) minutes using Renew, over an average of 14.7 (SD 10.71) mean log-in days. Engagement with the exposure components of the app was positively associated with PTSD symptom reduction (F6,62=2.31; P=.04). Moreover, this relationship remained significant when controlling for overall engagement with the app (ΔF3,62=4.42; P=.007). The number of characters written during imaginal exposure (β=.37; P=.009) and the amount of time spent completing exposure activities (β=.36; P=.03) were significant contributors to the model. To our knowledge, this is the first study to show a relationship between symptom improvement and engagement with the active therapeutic components of an mHealth app (ie, exposure) for PTSD. This relationship held when controlling for overall app use, which suggests that it was engagement with exposure, specifically, that was associated with symptom change. Future work to identify ways of promoting greater engagement with self-guided exposure may help improve the effectiveness of mHealth apps for PTSD.

Heads up on concussion: Aboriginal and Torres Strait Islander peoples' knowledge and understanding of mild traumatic brain injury.

Concussion awareness and knowledge among Aboriginal and Torres Strait Islander peoples residing in Perth, Western Australia and factors preventing presentation at a health service for assessment after such an injury. Qualitative study with participants aged between 18 and 65 years. Recruitment was by Facebook advertising and snowball sampling. A semi-structured topic yarning guide was used to guide conversations through 1:1, multi-person or group yarns. Yarns were audio-recorded, transcribed and thematically analysed. Twenty-four participants were recruited. A good knowledge of modes of concussion injury was identified in these participants. However, they identified difficulty differentiating this injury from other injuries or medical conditions. Multiple factors contributed to a reluctance to seek assessment and further management of a potential concussion. Multiple strategies to enhance education and presentation for assessment were suggested by participants. Aboriginal and Torres Strait Islander-owned and led concussion education is the first step in enhancing understanding of this condition. Education must be coupled with improvements in the cultural safety of healthcare services, as without this, patients will continue to fail to present for assessment and management. SO WHAT?: It is recommended that concussion education focuses on the differentiation of concussion as a diagnosis from other injuries. Information regarding where and when to seek medical assessment is recommended, and this must be in a culturally safe environment. Typical recovery and potential sequelae must be explored, in programs led and devised by Aboriginal and Torres Strait Islander peoples engaged with the community for which the education is proposed.

Speciesism and perceptions of animal farming practices as predictors of meat consumption in Australia and Hong Kong

Many people care about animals and do not wish to cause them harm yet continue to eat them. Past research, largely in Western cultural contexts, has found that people’s meat consumption is negatively related to how much they know about animal farming practices, and positively related to their endorsement of speciesism (the assignment of moral worth based on species membership). Little is known, however, about how these variables are related to meat consumption in non-Western samples. The present study aimed to determine to what extent perceptions of farming practices and speciesism predict meat consumption among people living in Australia and Hong Kong. Participants were recruited through Facebook advertising and asked to complete a questionnaire that measured speciesism, animal farming perceptions, meat consumption, and meat reduction intentions. Speciesism and perceptions of animal farming practices significantly predicted meat consumption and meat reduction intentions in the Australian sample, but only predicted some of the outcomes in the Hong Kong sample.

P-492 Providing implications counselling to SA anonymous oocyte donors donating to Australian recipients raising Australian DCC in an open- donor-identity context?

Abstract Study question How do counsellors manage mismatched expectations of stakeholders involved in cross-border oocyte donation between Australia and South Africa with different socio-legal frameworks regarding donor anonymity? Summary answer Cross-border oocyte donation can produce mismatched expectations due to different socio-legal frameworks around donor anonymity between two countries. Counsellors should alert stakeholders to these implications What is known already The demand for oocyte donation in Australia exceeds supply, influencing Australian women to undertake cross-border oocyte donation in South Africa. In Australia, oocyte donation is altruistic and open identity with guaranteed identity release. Conversely, South African oocyte donors are compensated and anonymous. The widespread utilisation of direct to consumer (DTC) ancestry DNA testing and internet-based forums to assist in the interpretation of these results has enabled recipients and donor conceived people (DCPs) to learn the identity of previously anonymous gamete donors. To better prepare stakeholders, some regulatory authorities require counsellors to discuss these implications with donors and recipients. Study design, size, duration Semi-structured in-depth interviews (lasting 45-60 mins) were conducted via zoom and in person in 2022 and 2023. The study included 9 South African infertility counsellors, 16 South African oocyte donors and 12 Australian recipients of cross-border oocyte donation in South Africa. Interviews were recorded and transcribed and transcripts were coded using NVivo software. Data were analysed using thematic analysis Participants/materials, setting, methods Infertility counsellors (9) were recruited through networks of SA fertility professionals. Research participant Australian recipients (12) were recruited through a Facebook peer fertility forum for recipients planning or having completed oocyte donation in SA. Research participant SA oocyte donors were recruited through Facebook advertisements and through snowball sampling resulting from recruitment advertisements placed in clinics and oocyte donor agencies Main results and the role of chance South African oocyte donors anticipated that they would remain anonymous. Some indicated that they would be open to contact should the legal framework in South Africa allow it. As Australian recipients were not required to undergo implications counselling with South African counsellors, the South African counsellors were not aware that recipients pursued the identity of their donors. The counsellors did not alert South African oocyte donors that Australian recipients and DCPs may engage in measures to determine their identity, including via DTC DNA testing and online sleuthing through forums. The Australian recipients believed donor conceived children had a right to know the donor’s identity and donor siblings’ identity, with some wanting early contact. Some recipients took steps to determine their donor’s identity and/or to discover whether their donor conceived children had donor siblings. They suggested that their children could pursue DNA testing in the future, if they wanted to know about their genetic origins. Limitations, reasons for caution The study findings are from 9 SA counsellors, 16 SA oocyte donors and 12 Australian recipients who agreed to be interviewed. They may not represent the views of all stakeholders involved in cross-border oocyte donation between Australia and South Africa. Wider implications of the findings Stakeholders involved in cross-border oocyte donation between anonymous donor and open identity settings should receive implications counselling to avoid a mismatch in the consequences of donor-conception. Trial registration number not applicable

Image Schema of Balance in Marketing Discourse: A Multimodal Discourse Analysis of Facebook Advertising in Pakistan

Image Schema of Balance in Marketing Discourse: A Multimodal Discourse Analysis of Facebook Advertising in Pakistan

Assessing Timely Migration Trends Through Digital Traces: A Case Study of the UK Before Brexit

Digital trace data presents an opportunity for promptly monitoring shifts in migrant populations. This contribution aims to determine whether the number of European migrants in the United Kingdom (UK) declined between March 2019 and March 2020, using weekly estimates derived from the Facebook Advertising Platform. The collected data is disaggregated according to age, level of education, and country of origin. To examine the fluctuation in the number of migrants, a simple Bayesian trend model is employed, incorporating indicator variables for age, education, and country. The Facebook data indicates a downward trend in the number of European migrants residing in the UK. This result is further confirmed by the data from the Labour Force Survey. Notably, the outcomes reveal that in the run-up to Brexit, the most significant decline occurred among the age group of 20 to 29 years old – the largest migrant group – and the tertiary educated. This analyses could not be implemented with traditional data sources such as the Labour Force Survey, because this level of disaggregation is not provided. However, there are also important limitations associated with digital trace data, such as algorithm changes and representativeness. These limitations need to be addressed by employing sound statistical methodologies. Nevertheless, this research shows the potential of digital trace data in anticipating migration trends at a timely granularity and informing policymakers.

Integrating Traditional and Social Media Data to Predict Bilateral Migrant Stocks in the European Union

Although up-to-date information on the nature and extent of migration within the European Union (EU) is important for policymaking, timely and reliable statistics on the number of EU citizens residing in or moving across other member states are difficult to obtain. In this paper, we develop a statistical model that integrates data on EU migrant stocks using traditional sources such as census, population registers and Labour Force Survey, with novel data sources, primarily from the Facebook Advertising Platform. Findings suggest that combining different data sources provides near real-time estimates that can serve as early warnings about shifts in EU mobility patterns. Estimated migrant stocks match relatively well to the observed data, despite some overestimation of smaller migrant populations and underestimation for larger migrant populations in Germany and the United Kingdom. In addition, the model estimates missing stocks for migrant corridors and years where no data are available, offering timely now-casted estimates.

Facebook Advertisements’ Impact on Undergraduate Consumer’s Purchasing Intention in Sindh, Pakistan

Facebook Advertisements’ Impact on Undergraduate Consumer’s Purchasing Intention in Sindh, Pakistan

Stop, in the Name of COVID! Using Social Media Data to Estimate the Effects of COVID-19-Related Travel Restrictions on Migration

In the wake of the COVID-19 pandemic, the International Organization for Migration has postulated that international migrant stocks fell short of their pre-pandemic projections by nearly 2 million as a result of travel restrictions. However, this decline is not testable with migration data from traditional sources. Key migration stakeholders have called for using data from alternative sources, including social media, to fill these gaps. Building on previous work using social media data to analyze migration responses to external shocks, we test the hypothesis that COVID-related travel restrictions reduced migrant stock relative to expected migration without such restrictions using estimates of migrants drawn from Facebook's advertising platform and dynamic panel models. We focus on four key origin countries in North and West Africa (Côte d'Ivoire, Algeria, Morocco, and Senegal) and on their 23 key destination countries. Between February and June 2020, we estimate that a destination country implementing a month-long total entry ban on arrivals from Côte d'Ivoire, Algeria, Morocco, or Senegal might have expected a 3.39% reduction in migrant stock from the restricted country compared with the counterfactual in which no travel restrictions were implemented. However, when broader societal disruptions of the pandemic are accounted for, we estimate that countries implementing travel restrictions might paradoxically have expected an increase in migrant stock. In this context, travel restrictions do not appear to have effectively curbed migration and could have resulted in outcomes opposite their intended effects.

Information Seeking Behavior and Strategies to Increase Milk Supply Among Breastfeeding Mothers in the United States.

Background: Some breastfeeding mothers try to increase their milk supply through pharmaceutical, dietary, and behavioral strategies that vary in effectiveness. Information seeking behaviors may influence which strategies mothers use. Objective: To describe where mothers obtain information about increasing milk supply, describe the perceived influence of each information source on decision-making about strategies for increasing milk supply, and explore associations between information sources and mothers' use of galactagogues (i.e., pharmaceutical and dietary strategies) and behavioral strategies. Methods: Women who were currently breastfeeding and living in the United States were recruited through Facebook advertisements to complete an online survey between December 2020 and February 2021. Descriptive statistics were calculated, and chi-square tests compared participants' use of galactagogues and behavioral strategies by information sources. Results: Participants were 1,351 breastfeeding mothers (81% non-Hispanic white; 47% first-time breastfeeding; 21% Special Supplemental Nutrition Program for Women, Infants, and Children participants). Nearly all participants (97%) obtained information about increasing milk supply from at least one source, most commonly lactation consultants (68%), Facebook (61%), search engines (50%), websites (47%), and nurses (41%). There was high variability in the perceived influence of each source on decision-making. Galactagogue use was higher among participants who obtained information from the internet (Yes: 68% vs. No: 43%, p < 0.000), social media (Yes: 65% vs. No: 40%, p < 0.000), family and friends (Yes: 65% vs. No: 53%, p < 0.000), and lactation consultants (Yes: 63% vs. No: 54%, p < 0.002). Behavioral strategies were more commonly reported among participants who accessed these same sources, maternal health care professionals (Yes: 98% vs. No: 91%, p < 0.000), and pediatricians (Yes: 98% vs. No: 94%, p = 0.001). Conclusion: Breastfeeding mothers commonly obtained information about increasing milk supply from a variety of sources. Information sources accessed were associated with mothers' use of galactagogues and behavioral strategies for increasing milk supply.

Impact of Traditional and New Media on Smoking Intentions and Behaviors: Secondary Analysis of Tasmania's Tobacco Control Mass Media Campaign Program, 2019-2021.

Tasmania, the smallest state by population in Australia, has a comprehensive tobacco control mass media campaign program that includes traditional (eg, television) and "new" channels (eg, social media), run by Quit Tasmania. The campaign targets adult smokers, in particular men aged 18-44 years, and people from low socioeconomic areas. This study assesses the impact of the 2019-2021 campaign program on smokers' awareness of the campaign program, use of Quitline, and smoking-related intentions and behaviors. We used a tracking survey (conducted 8 times per year, immediately following a burst of campaign activity) to assess campaign recall and recognition, intentions to quit, and behavioral actions taken in response to the campaigns. The sample size was approximately 125 participants at each survey wave, giving a total sample size of 2000 participants over the 2 years. We merged these data with metrics including television target audience rating points, digital and Facebook (Meta) analytics, and Quitline activity data, and conducted regression and time-series modeling. Over the evaluation period, unprompted recall of any Quit Tasmania campaign was 18%, while prompted recognition of the most recent campaign was 50%. Over half (52%) of those who recognized a Quit Tasmania campaign reported that they had performed or considered a quitting-related behavioral action in response to the campaign. In the regression analyses, we found having different creatives within a single campaign burst was associated with higher campaign recall and recognition and an increase in the strength of behavioral actions taken. Higher target audience rating points were associated with higher campaign recall (but not recognition) and an increase in quit intentions, but not an increase in behavioral actions taken. Higher Facebook advertisement reach was associated with lower recall among survey participants, but recognition was higher when digital channels were used. The time-series analyses showed no systematic trends in Quitline activity over the evaluation period, but Quitline activity was higher when Facebook reach and advertisement spending were higher. Our evaluation suggests that a variety of creatives should be used simultaneously and supports the continued use of traditional broadcast channels, including television. However, the impact of television on awareness and behavior may be weakening. Future campaign evaluations should closely monitor the effectiveness of television as a result. We are also one of the first studies to explicitly examine the impact of digital and social media, finding some evidence that they influence quitting-related outcomes. While this evidence is promising for campaign implementation, future evaluations should consider adopting rigorous methods to further investigate this relationship.