J. Med. Internet Res. - Click like to change your behavior: a mixed methods study of college students' exposure to and engagement with Facebook content designed for weight loss.

Tópicos

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Resumo

CKGROUND: Overweight or obesity is prevalent among college students and many gain weight during this time. Traditional face-to-face weight loss interventions have not worked well in this population. Facebook is an attractive tool for delivering weight loss interventions for college students because of its popularity, potential to deliver strategies found in successful weight loss interventions, and ability to support ongoing adaptation of intervention content.OBJECTIVE: The objective of this study was to describe participant exposure to a Facebook page designed to deliver content to overweight/obese college students in a weight loss randomized controlled trial (N=404) and examine participant engagement with behavior change campaigns for weight loss delivered via Facebook.METHODS: The basis of the intervention campaign model were 5 self-regulatory techniques: intention formation, action planning, feedback, goal review, and self-monitoring. Participants were encouraged to engage their existing social network to meet their weight loss goals. A health coach moderated the page and modified content based on usage patterns and user feedback. Quantitative analyses were conducted at the Facebook post- and participant-level of analysis. Participant engagement was quantified by Facebook post type (eg, status update) and interaction (eg, like) and stratified by weight loss campaign (sequenced vs nonsequenced). A subset of participants were interviewed to evaluate the presence of passive online engagement or "lurking."RESULTS: The health coach posted 1816 unique messages to the study's Facebook page over 21 months, averaging 3.45 posts per day (SD 1.96, range 1-13). In all, 72.96% (1325/1816) of the posts were interacted with at least once (eg, liked). Of these, approximately 24.75% (328/1325) had 1-2 interactions, 23.39% (310/1325) had 3-5 interactions, 25.13% (333/1325) had 6-8 interactions, and 41 posts had 20 or more interactions (3.09%, 41/1325). There was significant variability among quantifiable (ie, visible) engagement. Of 199 participants in the final intervention sample, 32 (16.1%) were highly active users and 62 (31.2%) never visibly engaged with the intervention on Facebook. Polls were the most popular type of post followed by photos, with 97.5% (79/81) and 80.3% (386/481) interacted with at least once. Participants visibly engaged less with posts over time (partial r=-.33; P<.001). Approximately 40% of the participants interviewed (12/29, 41%) reported passively engaging with the Facebook posts by reading but not visibly interacting with them.CONCLUSIONS: Facebook can be used to remotely deliver weight loss intervention content to college students with the help of a health coach who can iteratively tailor content and interact with participants. However, visible engagement with the study's Facebook page was highly variable and declined over time. Whether the level of observed engagement is meaningful in terms of influencing changes in weight behaviors and outcomes will be evaluated at the completion of the overall study.

Resumo Limpo

ckground overweight obes preval among colleg student mani gain weight time tradit facetofac weight loss intervent work well popul facebook attract tool deliv weight loss intervent colleg student popular potenti deliv strategi found success weight loss intervent abil support ongo adapt intervent contentobject object studi describ particip exposur facebook page design deliv content overweightobes colleg student weight loss random control trial n examin particip engag behavior chang campaign weight loss deliv via facebookmethod basi intervent campaign model selfregulatori techniqu intent format action plan feedback goal review selfmonitor particip encourag engag exist social network meet weight loss goal health coach moder page modifi content base usag pattern user feedback quantit analys conduct facebook post participantlevel analysi particip engag quantifi facebook post type eg status updat interact eg like stratifi weight loss campaign sequenc vs nonsequenc subset particip interview evalu presenc passiv onlin engag lurkingresult health coach post uniqu messag studi facebook page month averag post per day sd rang post interact least eg like approxim interact interact interact post interact signific variabl among quantifi ie visibl engag particip final intervent sampl high activ user never visibl engag intervent facebook poll popular type post follow photo interact least particip visibl engag less post time partial r p approxim particip interview report passiv engag facebook post read visibl interact themconclus facebook can use remot deliv weight loss intervent content colleg student help health coach can iter tailor content interact particip howev visibl engag studi facebook page high variabl declin time whether level observ engag meaning term influenc chang weight behavior outcom will evalu complet overal studi

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