Facebook Advertising Research Articles

O le tagata ma lona aiga, o le tagata ma lona fa’asinomaga (Every person belongs to a family and every family belongs to a person): Development of a parenting framework for adolescent mental wellbeing in American Samoa

American Samoan adolescents experience a high prevalence of mental health problems, including depression, anxiety, substance use, and suicidal thoughts and behaviors. To complement existing health system efforts, family-based interventions may be a feasible, cost-effective, and relevant opportunity to promote mental health. This community-partnered, qualitative study aimed to: (1) identify potential family-related psychosocial protective factors for adolescent mental health and (2) develop a framework for a parenting program to promote adolescent mental health in American Samoa. Applying the fa’afaletui framework developed for research in Samoan communities, which emphasizes the importance of weaving a range of community member perspectives to reach consensus, semi-structured in-depth interviews with adult key informants (n = 28) were conducted between October 2020 and February 2021. Results were validated through five focus groups with Samoan adolescents (n = 35) between May and June 2022. Adult participants were sampled for diversity in profession, age, gender, education, and region of residence; adolescent participants were sampled for diversity in gender. Participants were recruited using personal networks and snowball sampling; adolescent participants also responded to Facebook advertising. The semi-structured interviews focused on broad topics including common mental health problems, contributors to mental illness, and potential interventions, among others. Transcripts were coded in duplicate and analyzed using deductive thematic analysis. Themes were collaboratively mapped onto an adapted fonofale model, an existing framework for Pacific Island health research. Six themes described key practices: (1) provide emotional safety and security; (2) provide physical safety and security; (3) encourage sense of self; (4) strengthen intergenerational communication skills; (5) prioritize quality time; and (6) cultivate healthy coping strategies. Participants also expressed the importance of a supportive environment grounded in culture, family and community, and caregiver mental health. These results provide an initial step to identify family-focused factors that promote adolescent mental health in American Samoa and categorize them into a framework to inform intervention development. Drawing on a collaborative and community-partnered process, these findings provide the first evidence-based framework to develop a parenting program to promote adolescent mental wellbeing and resilience in Samoan communities.

Understanding Factors That Affect Social Media Advertisement Adoption for Small Medium Enterprises in Indonesia the Case of Facebook Advertisement

Advancement of technology in the field of marketing has been one significant factor in assisting Small Medium Enterprises (SMEs) to increase their competitiveness. Meta, as a technological company, provide Facebook advertisement as a mean of digital social media advertising. One of the challenges that Meta faced is to attract more Facebook ads adoption especially in the Small Medium Enterprise sector. This research objective is to understand the factors that affect social media advertisement adoption, in this case Facebook advertisement, for small medium enterprises in Indonesia. There are eight variables that are believed to influence customer intention to adopt Facebook advertisement which are performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, price value, perceived technology security and self-efficacy. The main data was collected by an online survey and 350 SMEs participated in it. The respondents are SMEs that operate in Indonesia and either have not use Facebook advertisement service or do not use the service anymore. The sample was gathered using non-probability convenience sampling and the data was analysed using structural equation model technique. The research found that Self-efficacy is the highest influencing variable that are statistically significant to influence SMEs intention to adopt Facebook advertisement. Effort expectancy and social influence are found to be statistically significant to influence SMEs intention to adopt Facebook advertisement. Hedonic motivation and price value factor are found to be statistically significant to influence intention to adopt Facebook ads for SMEs that have use the service but choose not to use it anymore. In the contrary, the factor of performance expectancy, facilitating condition and perceived technology security are found to be not statistically significant to influence intention to adopt Facebook ads among Indonesia SMEs. The research suggests Meta to prioritize an effort to increase SMEs self-efficacy in using Facebook advertisement by giving free training and certification. Other suggestions are to partner with relevant key opinion leaders (KOL)/communities, creating engagement with SMEs through events and giving monetary incentives such as discount coupons. For future research, researcher suggest different/smaller respondent demography and/or different social media advertising platform. Research with respondent that are actively using Facebook advertising service could also give additional insight to the study.

Communication and Adoption of Mobile Banking Services in Sri Lanka

The Rapid improvement of Information and Communication Technology (ICT) has significantly influenced the banking sector. Although Mobile Banking Service (MBS) was introduced to Sri Lanka 20 years ago, only a few customers use it for transactions. Banks use various communication tools to promote mobile banking services, but the number of users still needs to grow. The problem is whether banks communicate with customers about MBS adequately and whether the communication reaches the target customers as expected. This research comparatively analysed the responses of 91 customers from two selected Sri Lankan banks to address this issue. The study reveals that the respondents were aware of MBS from interpersonal communication channels such as bank officers and family and friends. In contrast, banks often use social media and television advertising to promote MBS. Only a few respondents used television and Facebook advertisements to increase awareness about MBS. The study also found a significant difference between the respondents’ awareness and the usage of MBS. Most respondents had at least a basic knowledge of MBS, but only a few customers used it. The findings show that making customers aware of a banking facility is not enough to convince them to adopt that facility. The study shows that building up trustworthiness is essential to convince customers, and the best communication method is interpersonal communication channels.

A Pilot Randomized Controlled Trial Evaluating Peer Recovery Coaches for Addiction Recovery among Indigenous Americans

Addiction is a common and devastating problem among many Indigenous American (IA) groups around the United States. Too few IA health care providers are available to deliver care in a way that leverages IA values and traditions to support addiction recovery. Peer Recovery Coaches (PRCs) are individuals who have lived experience of addiction and have received specialized training in helping others in recovery. IA PRCs hold significant potential in helping to fill the gap of culturally-specific support in addiction. In this feasibility trial, we recruited a total of 120 adult (≥19 years) IAs with a substance use disorder through Facebook advertisements. Ninety participants were randomized to the PRC (experimental) group which received support from PRC and 30 to the Attention-Control (AC) group which received support from research nurse. Both groups received weekly support for 12 weeks. Participants completed weekly surveys during the 12-week intervention and monthly surveys during a three-month follow-up phase. The two groups had similar quantities of alcohol consumed, days of alcohol use, and days of drug use except that the PRC group had fewer days of alcohol use in the first three weeks of the intervention phase (2.05 days v. 3.5 days, p=0.04). We found that “support and advocacy” was the most common intervention provided by the PRC. The PRC intervention was widely accepted and appreciated by individuals who completed the program with 79% of individuals giving positive feedback regarding the PRCs and the remaining 21% giving neutral feedback. This trial provides some insights upon which future trials can draw to further evaluate the potential of PRCs in this hard-to-reach population with a high level of need. Trials or programs that rely on national recruitment may be successful in reaching a sufficient number of individuals but they may lack the more intensive in-person capacity that will likely help with retention. Despite this limitation, the current pilot demonstrated that racially-concordant PRC services likely have a high degree of acceptability among IA populations. Future studies may draw on these findings by having trained IA coaches recruit and work with individuals in-person to assist with higher levels of retention.

Determinants of Human Papillomavirus Vaccine Acceptance among Caregivers in Nigeria: A Fogg Behavior Model-Based Approach.

Human papillomavirus (HPV) vaccine uptake among adolescent girls is critical to reducing the burden of HPV-related cancers in Nigeria. This study assesses the factors influencing caregivers' acceptance of HPV vaccination for their charges, using the Fogg Behavior Model (FBM) as a theoretical framework. We analyzed cross-sectional data from 1429 caregivers of girls aged 9-17 in six Nigerian states, using a survey instrument based on the FBM. Participants were recruited via Facebook and Instagram advertisements and interviewed through Facebook Messenger in August and September 2023. The study received ethical clearance from Nigeria's National Health Research Ethics Committee. We applied bivariate and multivariate analyses to assess the relationships between the caregiver's perception of how likely their adolescent girl was to get vaccinated in the next 12 months and motivation, ability, social factors (such as discussions with family and friends), injunctive norms, previous COVID-19 vaccination, and respondents' sociodemographic characteristics. Adjusted odds ratios derived from logistic regression analyses revealed that caregivers' motivation and ability, as well as social factors, were significantly associated with their perception that the adolescent girl in their care would get vaccinated within the next 12 months. Our findings suggest that behavioral interventions tailored to enhance motivation, ability, and social support among caregivers could significantly increase HPV vaccine uptake among adolescent girls in Nigeria.

The Impact of Facebook Advertising and eWOM on Brand Awareness and Purchase Intention: Reference to the Fashion Retail Industry in Sri Lanka

Social media has become a famous tool for integrating and interacting with a wide array of people and businesses in the virtual world. Due to the direct communication that social media marketing has made possible between businesses and their clients, it has given traditional marketing a fresh viewpoint. Compared with the traditional modes of communication, social media itself has been able to attract massive customer and business attraction due to its superiority. In light of such positive ground for social media, this study aims to examine the impact of Facebook advertising on brand awareness and purchase intention. In the Sri Lankan context, fashion retail companies extensively utilize social media platforms for marketing purposes, while customers actively use these platforms to gather information about products they intend to buy. However, only a limited number of researchers have kept an interest in the field in the Sri Lankan context. A form of explanatory research method was applied. The sample is 150 Facebook users selected among Sri Lankan state universities using the convenience sampling technique. The results highlighted that Facebook advertising, and electronic word of mouth (eWOM) have a significant positive relationship with brand awareness and there is a significant positive relationship between brand awareness and purchase intention. Finally, this study showed that Facebook advertising and eWOM had an indirect but significant, positive relationship with purchase intention. The practical value of this research is illustrated by the fact that managers may use the findings to enhance their social media marketing initiatives, particularly those using Facebook fan pages, to increase their brand awareness. Additionally, research suggests that the cyber world plays a significant marketing role in contemporary marketing.

EXPLORING FACEBOOK’S “WHY AM I SEEING THIS AD” FEATURE: MEANINGFUL TRANSPARENCY OR FURTHER OBFUSCATION?

For more than a decade, digital advertising has been the primary means of funding online content and services. The evolution of digital advertising towards algorithmically targeted advertising, believed to be highly personalized and tailored to the individual, has presented new challenges for public oversight. Whereas previously, public concern centred on the content of ads and their exposure to audiences, the rise of platform-based advertising means focus has shifted to the distribution of ads and how they reach us. In response to public concerns and regulatory pressures, companies such as Meta (the parent of Facebook) have introduced transparency tools for researchers and consumers to ‘explain’ the function of advertising on the platform, including the Ad Library and the “Why Am I Seeing This Ad” feature. Despite being a central feature of Meta’s response towards increasing external scrutiny, little is known about how the WAIST feature works, or how it operates at a population level. In response we offer a description of WAIST data collected at scale, informed from a nationwide citizen data donation project of Facebook advertising. We analyse this data with a view to better understand Meta’s algorithmic advertising system, and to inform questions regarding the sufficiency of WAIST as an algorithmic explanatory mechanism for users.

Representation of Gender Stereotypes in Advertisements: A Content Analysis of Facebook and Instagram Advertisements

In the dynamic realm of the digital landscape, the examination of gender stereotypes' influence on online advertising becomes imperative. This study addresses the backdrop of the expanding influence of social media platforms. The research aims to evaluate the prevalence of gender stereotypes in advertisements on these platforms, categorize these stereotypes, and investigate potential variations in their portrayal of men and women. A meticulous content analysis wasundertaken, systematically examining advertisements across five diverse categories in Pakistan published between September 2022 and September 2023. Employing a coding sheet for data collection, followed by rigorous statistical analysis, our research affirms the pervasive presence of gender stereotypes, particularly in categories such as negative portrayals and traditional gender roles. However, it is crucial to acknowledge study limitations,encompassing platform specificity, sample size constraints, and potential cultural nuances, emphasizing the need for future research to foster a more comprehensive understanding of this issue.

Protocol optimization and reducing dropout in online research.

Online research has advantages over in-person research; it's cost-efficient, scalable, and may increase diversity. Researchers collecting data online can assess protocol performance with classification models like a decision tree. However, challenges include attrition, lack of testing environment controls, technical limitations, and lack of face-to-face rapport and real time feedback. It is necessary to consider human factors of the teleresearch process from recruitment to data collection. Here we document the impact of protocol optimizations on social media engagement and retention between a pilot sample of Veterans (n = 26) and a post-optimization sample of both Veterans and civilians (n = 220) recruited from Facebook advertisements. Two-sided tests for equality of proportions were statistically significant: advertisement views leading to clicks increased by 23.8% [X2(1) = 130.3, p < 0.001] and completion of behavioral tasks increased by 31.2% [X2(1) = 20.74, p < 0.001]. However, a proportion of participants dropped out of the study before completion for both samples. To explore why, a C5.0 decision tree was used to find features that classify participant dropout. The features chosen by the algorithm were nicotine use (100%) and cannabis use (25.6%). However, for those completing the study, data quality of cognitive performance was similar for users and nonusers. Rather than determining eligibility, participants who endorse using nicotine, or both nicotine and cannabis, may have individual differences that require support in online protocols to reduce drop out, such as extra breaks. An introduction page that humanizes participants' lifestyle habits as a naturalistic benefit of remote research may also be helpful. Strategies are discussed to increase engagement and improve data quality. The findings have implications for the feasibility of conducting remote research, an increasingly popular approach that has distinct challenges compared to in-person studies.

Exercise and Health Anxiety in Older Women: Exploring the Mediating Role of Anxiety Sensitivity.

Research shows that health anxiety significantly affects older adults' health and quality of life. Although exercise may be associated with lower health anxiety, research on older adults is limited, and the mechanism remains unknown. This study examined the association between exercise and health anxiety in older women and the mediating role of anxiety sensitivity in this association. Participants were 166 women aged 65+years, without health problems that prevented them from exercising. Participants were recruited via Facebook advertisements. They completed an online self-report questionnaire including measures of health anxiety, physical activity, and anxiety sensitivity. The SPSS PROCESS macro was used to examine the association between exercise and health anxiety, and the role of anxiety sensitivity as a mediator. Results indicated that greater participation in exercise was associated with lower health anxiety, and anxiety sensitivity mediated the association. Findings suggest that exercise-based interventions might prevent health anxiety in older adults.

Innovative recruitment strategies for a multi‐domain lifestyle intervention trial (FINGER‐NL) via the Dutch Brain Research Registry

AbstractBackgroundFinding eligible participants for dementia prevention trials is challenging, resulting in prolonged recruitment periods, underpowered studies, and excessive costs. The Dutch Brain Research Registry (DBRR) is an online platform to facilitate recruitment of research participants. We evaluated different recruitment strategies with the ambition to optimize recruitment for the multi‐domain lifestyle intervention trial FINGER‐NL.MethodDBRR registrants were prescreened for FINGER‐NL based on available profile information. Potentially eligible registrants received an automatic study invitation. Those interested were contacted for additional telephonic screening and, if eligible, included in the trial. Five recruitment strategies within 2022 were executed with the goal to increase the number of DBRR registrants: 1) a paid Facebook‐campaign, 2) referral via (patient)‐organizations, 3) newspaper articles, 4) live‐events, and 5) national television appearance (W.F&amp;E.S.). Recruitment source was traced (online; UTM tags) and/or reported by the participant. For most recruitment strategies, we involved a nationally well‐known ambassador (E.S.) who advocates a healthy lifestyle to improve brain‐health (Figure 1). For each strategy, we described the number of individuals registered, eligible and included in FINGER‐NL. We calculated efficiency (%eligible/prescreened) as a reflection of the proportion of eligible participants reached, and effectiveness (%included/registered) as a reflection of the proportion of participants included in FINGER‐NLResultIn 2022, the DBRR recruited 11234 new registrants. The highest numbers of registrants and highest number of inclusions were reached with national television appearance and the Facebook‐campaign (Table 1). In particular, the Facebook advertisement with a lifestyle theme and well‐known ambassador outperformed all other advertisements in number of registrations (Figure 1). After initial prescreening, between 18‐35% of registrants were eligible. Most efficient were national television and the Facebook‐campaign. Between 4‐12% of new registrants were included in the trial. Most effective strategies were national television appearance and referrals via patient‐organizationsConclusionOur results show that mass‐media, i.e. tailor‐made Facebook‐campaigns, national television appearance and events, are efficient ways to reach large numbers of eligible participants, especially when well‐known ambassador(s) were included. Recruitment strategies with detailed information about in‐ and exclusion of the trial are most effective. The DBRR provides an efficient and effective recruitment and prescreening process for the FINGER‐NL trial.

Abstract C019: Comparing the effectiveness of different community education approaches on colorectal cancer knowledge

Abstract Introduction: Colorectal cancer (CRC) incidence and mortality varies greatly among racial/ethnic groups nationally. Community outreach and education are effective strategies to enhance knowledge of CRC and have been shown to increase screening for CRC. The University of New Mexico Comprehensive Cancer Center implements Screen to Save, a community-based CRC screening initiative through the National Outreach Network Program. During the COVID-19 pandemic, restrictions on in-person engagement led to the development and implementation of alternative delivery strategies. Our site continued in-person education as possible, and added Zoom and fully self-paced via QR code options for community member participation. Very little is known regarding the effectiveness of different delivery modes. The purpose of this research is to examine the relationship between method of education session delivery and participant CRC knowledge. Methods: Participants were recruited via community organizations, Facebook advertising, and referrals from local stakeholders. Both before and after a standardized health education session, participants completed a survey assessing their knowledge of CRC risk and screening recommendations. Participant demographics were descriptively summarized. Estimates of mean changes, and 95% confidence intervals (CI), were obtained for each content delivery type. Differences in these changes were compared using ANCOVA approaches. Results: There were 239 participants who completed the educational sessions in-person (n=81), via Zoom (n=66), or using the self-paced module (n=92), Groups did not differ significantly in composition for age (p=0.72) or gender (p=0.33), but did differ in race, ethnicity, and education level (p&amp;lt;0. 001). Those who participated in any delivery method improved their knowledge scores by 11.6 (95% CI: 9.9-13.3) percentage points. For in-person, Zoom, and self-paced groups, the improvements were 14.1 (95% CI: 10.6-17.6, p&amp;lt;0.001), 11.5 (95% CI: 9.1-13.8, p&amp;lt;0.001), and 9.4 (95% CI: 6.7-12.1, p&amp;lt;0.001) percentage points, respectively. When comparing pre vs post score differences among session types while adjusting for pre scores, and for baseline differences in race, ethnicity, and education, the differences in improvement for the three different session types were not significantly different (p=0.68). For in-person, Zoom, and self-paced groups adjusted improvements were 9.2 (95% CI: 0.5-17.5), 11.1 (95% CI: 1.9-19.8), and 10.1 (95% CI: 1.5-18.3) percentage points, respectively. Conclusion: Health education sessions delivered in person, via Zoom, and by self-paced online modules are associated with increases in participant knowledge of CRC. As Cancer Centers expand community outreach and engagement to address cancer health disparities in their catchment areas, a better understanding of the relative effectiveness of different delivery strategies is needed. Further research will help to discern population characteristics predictive of different strategies and link these approaches to screening uptake. Citation Format: Lila A. Baca, Yadira Aguero, Angelica Solares, Vernon Shane Pankratz, Shiraz I. Mishra, Miria Kano, Andrew L. Sussman. Comparing the effectiveness of different community education approaches on colorectal cancer knowledge [abstract]. In: Proceedings of the 16th AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2023 Sep 29-Oct 2;Orlando, FL. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2023;32(12 Suppl):Abstract nr C019.

Beyond the Ballot: A Comparative Analysis of Political Microtargeting Practices and Regulations in Kenya and Nigeria

Technological advancements have significantly impacted the political world. Unlike the traditional means of conducting campaigns, technology makes it possible to conduct data-driven campaigns on a larger scale and with high levels of specificity. For political parties, better clarity leads to hyper-individualized communication in a process known as microtargeting. Critics argue that political microtargeting can directly manipulate and suppress voters, exacerbate polarization, perpetuate misinformation, and indirectly lead to long-term effects by encouraging political parties to ignore individuals whom they deem unlikely to vote or those who are digitally excluded. This paper studies political microtargeting in Kenya and Nigeria because of data-driven campaigns that have been observed in these jurisdictions in the past and due to the increased reliance on social media platforms that political actors are utilizing to influence voters. It argues that political microtargeting is an issue of concern and therefore, using Kenya and Nigeria, it pushes the agenda that countries in the Global South should implement policies and regulations to curtail the negative impact of the practice. To examine the extent of political microtargeting in both Kenya and Nigeria, this paper employs a multi-phase approach that involves an analysis of paid Facebook advertisements in both countries during the past election periods.

Outback Quit Pack: Feasibility trial of outreach smoking cessation for people in rural, regional, and remote Australia.

Tobacco smoking rates are higher in rural, regional, and remote (RRR) areas in Australia, and strategies to improve access to quit supports are required. This pilot study examined the feasibility of a smoking cessation intervention for people in RRR areas who smoke with the intention of using this data to design a powered effectiveness trial. A randomised controlled trial (RCT) of the feasibility of a 12-week 'Outback Quit Pack' intervention consisting of mailout combination nicotine replacement therapy (NRT) and a proactive referral to Quitline, compared with a minimal support control (1-page smoking cessation support information mailout) was conducted between January and October 2021. Participants recruited via mailed invitation or Facebook advertising, were adults who smoked tobacco (≥10 cigarettes/day) and resided in RRR areas of New South Wales, Australia. Participants completed baseline and 12-week follow-up telephone surveys. Outcomes were feasibility of trial procedures (recruitment method; retention; biochemical verification) and acceptability of intervention (engagement with Quitline; uptake and use of NRT). Facebook advertising accounted for 97% of participant expressions of interest in the study (N = 100). Retention was similarly high among intervention (39/51) and control (36/49) participants. The intervention was highly acceptable: 80% of the intervention group had ≥1 completed call with Quitline, whilst Quitline made 3.7 outbound calls/participant (mean 14:05 mins duration). Most of the intervention group requested NRT refills (78%). No differences between groups in self-reported cessation outcomes. Biochemical verification using expired air breath testing was not feasible in this study. The Outback Quit Pack intervention was feasible and acceptable. Alternative methods for remote biochemical verification need further study. SO WHAT?: A powered RCT to test the effectiveness of the intervention to improve access to evidence-based smoking cessation support to people residing in RRR areas is warranted.

Screening for cancer beyond recommended upper age limits: views and experiences of older people.

Internationally, screening programmes and clinical practice guidelines recommend when older adults should stop cancer screening using upper age limits, but it is unknown how older adults view these recommendations. To examine older adults' views and experiences about continuing or stopping cancer screening beyond the recommended upper age limit for breast, cervical, prostate and bowel cancer. Qualitative, semi-structured interviews. Australia, telephone. A total of 29 community-dwelling older adults (≥70-years); recruited from organisation newsletters, mailing lists and Facebook advertisements. Interviews were audio-recorded, transcribed and analysed thematically using Framework Analysis. Firstly, older adults were on a spectrum between trusting recommendations and actively deciding about cancer screening, with some who were uncertain. Secondly, participants reported limited in-depth discussions with health professionals about cancer screening. In primary care, discussions were focused on checking they were up to date with screening or going over results. Discussions mostly only occurred if older adults initiated themselves. Finally, participants had a socially- and self-constructed understanding of screening recommendations and potential outcomes. Perceived reasons for upper age limits were cost, reduced cancer risk or ageism. Risks of screening were understood in relation to their own social experiences (e.g. shared stories about friends with adverse outcomes of cancer treatment or conversations with friends/family about controversy around prostate screening). Direct-to-patient information and clinician support may help improve communication about the changing benefit to harm ratio of cancer screening with increasing age and increase understanding about the rationale for an upper age limit for cancer screening programmes.

MEASURING DIGITAL ADVERTISING EFFECTIVENESS ON FACEBOOK AS PART OF A NATIONAL BRAND ADVERTISING CAMPAIGN

The subject of the study is the problem of assessing the effectiveness of digital activations (advertising campaigns) on Facebook and social media in general; finding ways to measure the impact of digital activations and the causal link of online information campaigns on a brand. The purpose of the study is to find out whether it is possible to reach the necessary target groups as part of a national brand image campaign using Facebook advertising; to monitor key indicators, results, and outcomes; to formulate key Facebook indicators that can be demonstrate the effectiveness of online campaigns; to study the issues of assessing the effectiveness of such digital advertising campaigns. This paper uses the dialectical method of scientific cognition, the method of analysis and synthesis, the comparative method, the method of data generalization, the method of expert evaluation, and the monitoring method. This paper defines the place and role of Facebook activations in the digital toolkit as part of a national advertising campaign in the context of the war in Ukraine and uncertainty in society. On the example of a relevant advertising campaign of an international brand present on Ukrainian market, the authors outline strategies and approaches to conducting national campaigns to inform and improve the brand image. The study also considers assessment of the brand impact of a Facebook advertising campaign, provides examples of efficiency assessment and proposals for conducting relevant marketing research. The authors characterize Facebook metrics, its algorithm for evaluating advertising on this platform and conduct a comparative analysis of approaches to Facebook advertising methods based on the experimental experience of cooperation with representatives of medium and large businesses. Proposals for analysing the effectiveness of digital campaigns on Facebook are presented. The results of the study are as follows: a set of strategies for effective conduct of a national digital advertising campaign on Facebook is identified, which can be applied to international brands in the face of market uncertainty; possible measures for analysing the effectiveness of a campaign are proposed.

Consumer s buying behavior on cotton clothing between the age group 18-24

Purpose- The Garment industry plays a vital role in the Bangladeshi economy and contributes to its export earnings. The present study has focused on primary factors of buying behavior of undergraduate students between the age group of 18-24 during the purchase of their cotton apparel. Therefore, the purpose of this study is to undertake the cotton cloth buying behavior among university students and investigate the independent predictors for their preference for such cloth. Methodology- For identifying the independent factors, primary data was collected from 200 consumers through questionnaires across various departments of Chittagong University of Science and Technology, Chattogram, Bangladesh. The random sampling method was used for selecting the respondent. The University students who are in the age group of 18 to 24 have been selected for surveying. It is a cross-sectional study conducted among 200 students in which 65% are male and 35% are female participants. The data have been organized into four sections: clothing selection, understanding cotton, fiber composition in apparel, and marketing influences. The participants were asked to rate their responses in terms of agreement or disagreement as follows: strongly agree – 5, agree – 4, neutral – 3, disagree – 2, and strongly disagree – 1. The data has been analyzed with the help of statistical tools like percentage analysis, Z test, and Chi-square analysis. Findings- At a 5% level of significance, it is seen that price (4.31) is the most important factor for the purchasing behavior of cotton cloths, followed by comfort (4.22) of the cotton fabric, type of fiber (4.10), manufacturers’ websites (3.89), manufacturers’ Facebook (3.84), fiber Awareness (3.71), Brand names (3.70), Prefer of cotton cloth(3.64), and Magazine advertisements (3.54) are important factors on consumers purchasing behavior but Television advertisements (3.36), Radio advertisements (3.32), Durability (3.31), Internet advertisements (3.20), Influences of friends wear (3.10), and Facebook and Twitter (2.83) are less important factors. Conclusion- This study has focused on the knowledge regarding cotton cloth, habits, and buying behavior among University students. It is observed that male and female consumers have no significant difference regarding fiber awareness, brand names, price, comfort, affordable, versatility, internet advertisement, magazine advertisement, Facebook and Twitter advertisement, and manufacturers' websites, etc. during purchasing of cotton cloth but there is a significant relationship between male and female consumers about the type of fiber, and friends wear. Keywords: Consumer preference, cotton clothing, buying behavior, chi-square test, university students, apparel Industry. JEL Codes: C10, C12, C13, C19

Effectiveness and Cost of Using Facebook Recruitment to Elicit Canadian Women's Perspectives on Bone Health and Osteoporosis: Cross-Sectional Survey Study.

Surveys can help health researchers better understand the public's perspectives and needs regarding prevalent conditions such as osteoporosis, which affects more than two-thirds of postmenopausal women. However, recruitment of large cohorts for survey research can be time-consuming and expensive. With 2.9 billion active users across the globe and reasonable advertising costs, Facebook (Meta Platforms, Inc) has emerged as an effective recruitment tool for surveys, although previous studies have targeted young populations (<50 years of age) and none have focused on bone health. We assessed the effectiveness and cost of using Facebook to recruit Canadian women aged ≥45 years to share their perspectives on bone health and osteoporosis via a web-based survey. We developed a 15-minute web-based survey with the goal of eliciting perspectives on bone health and osteoporosis. A Facebook advertisement was placed for 2 weeks in February 2022, during which time it was shown to women of age ≥45 years who resided in Canada, inviting them to participate and offering a chance to win 1 of 5 CAD $100 gift cards (at the time of this study [February 14, 2022], a currency exchange rate of CAD $1=US $0.79 was applicable). Those who clicked on the advertisement were taken to an eligibility screening question on the survey home screen. Individuals who confirmed eligibility were automatically directed to the first survey question. All individuals who answered the first survey question were considered participants and included in the analyses. We determined the survey reach, click rate, cooperation rate, completion rate, cost per click, and cost per participant. Sociodemographic characteristics of respondents were compared with data from the 2021 Canadian Census. The Facebook advertisement was shown to 34,086 unique Facebook users, resulting in 2033 link clicks (click rate: 6.0%). A total of 1320 individuals completed the eligibility screening question, 1195 started the survey itself (cooperation rate: 58.8%), and 966 completed the survey (completion rate: 47.5%). The cost of the advertising campaign was CAD $280.12, resulting in a cost per click of CAD $0.14 and a cost per participant of CAD $0.23. The 1195 participants ranged in age from 45-89 years (mean 65, SD 7 years), 921 (93.7%) were of White ethnicity, 854 (88.3%) had completed some postsecondary education, and 637 (65.8%) resided in urban areas. Responses were received from residents of all 10 Canadian provinces and 2 of 3 territories. When compared to 2021 Canadian Census data, postsecondary education and rural residence were overrepresented in our study population. Facebook advertising is an efficient, effective, and inexpensive way of recruiting large samples of older women for participation in web-based surveys for health research. However, it is important to recognize that this modality is a form of convenience sampling and the benefits of Facebook recruitment must be balanced with its limitations, which include selection bias and coverage error.

Examining the Role of Advertising Value Perceptions in Driving Engagement: A Framework for Assessing Hotel/Restaurant Paid Advertising Effectiveness on Facebook

Drawing on the uses &amp; gratifications theory (UGT) and Ducoffe’s advertising value model, this study aims to present a comprehensive framework for assessing Facebook paid advertising effectiveness, incorporating antecedents of Facebook advertising value and the effect of this advertising value on advertising engagement. The data were collected through an online questionnaire survey, and the final sample consisted of 290 young respondents in Sri Lanka, who had the experience of using Facebook and being exposed to hotel/restaurant paid advertisements embedded on Facebook for the past year. The conceptual framework was tested with a structural equation modeling (SEM) approach using AMOS 21.0. The results indicated that perceived informativeness, entertainment, credibility, and interactivity of hotel/restaurant Facebook paid advertising were positively related to advertising value, which in turn affected advertising engagement. Interestingly, the findings highlighted that credibility was the strongest predictor of advertising value, with interactivity in second place. The study emphasizes the importance of meeting customer perceptions in driving engagement with the paid advertisements embedded on Facebook. Accordingly, in order to optimize Facebook paid advertising, marketers should employ strategies to provide customers with informative, entertaining, credible and interactive advertising content. While providing novel insights into both academics and Facebook marketers, this study highlights the importance of determining Facebook advertising campaign success with respect to its ability to influence both customer perceptions and online behaviors. As such, the novelty of this paper is that its focus on both customer perceptions and engagement in assessing Facebook paid advertising effectiveness.

Recruiting families using social media versus pediatric obesity clinics: A secondary analysis of the Aim2Be RCT

BackgroundRecruitment of participants continues to be a challenge that researchers must overcome to yield successful study results. Over the past decade, there has been a dramatic increase in the use of social media platforms to recruit research participants. We conducted a secondary analysis of the Aim2Be randomized controlled trial (RCT) to examine if there was variability between participants recruited via social media versus pediatric obesity clinics. MethodsParents and their children living with overweight or obesity were recruited through social media (i.e., Facebook advertisements) (n = 119) or pediatric obesity management clinics (n = 95) to participate in the Aim2Be RCT. We compared recruitment costs, recruitment rate, participant retention, intervention engagement, obesity-related risk factors, and behavioral habits. ResultsFacebook recruitment resulted in more participant contacts, but higher attrition during ‘high effort’ stages of the recruitment process. Group differences emerged regarding costs (Facebook: $407 versus clinics: $699). There were no group differences in participant retention or intervention engagement. Families recruited from Facebook were younger parents (42.6 versus 46.0 years; p < 0.001) and children (12.2 versus 13.9 years; p < 0.001), a higher percentage male children, and fewer had previously participated in a pediatric weight management program. Parents recruited from Facebook self-reported greater screen time for themselves, and their children reported lower physical activity levels and higher caloric and sugar intake. ConclusionsSocial media and clinical site recruitment are complementary strategies that appear to draw in families with different profiles, but regardless of how they were recruited, all families had the potential to benefit from pediatric obesity management.