J. Med. Internet Res. - Queer as F**k: reaching and engaging gay men in sexual health promotion through social networking sites.

Tópicos

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Resumo

CKGROUND: A growing number of health promotion interventions are taking advantage of the popularity and interactivity of new social media platforms to foster and engage communities for health promotion. However, few health promotion interventions using social networking sites (SNS) have been rigorously evaluated. "Queer as F**k"(QAF) began as pilot project in 2010 to deliver sexual health promotion via short "webisodes" on SNS to gay men. Now in its fifth season, QAF is among the few published examples internationally to demonstrate the sexual health promotion potential of SNS.OBJECTIVE: The objective of this evaluation is to assess reach, interactivity, and engagement generated by QAF to inform future health interventions and evaluations using SNS.METHODS: We undertook a mixed method process evaluation using an uncontrolled longitudinal study design that compared multiple measurements over time to assess changes in reach and engagement. We adapted evaluation methods from the health promotion, information systems, and creative spheres. We incorporated online usage statistics, interviews informed by user diary-scrapbooks, and user focus groups to assess intervention reach and engagement.RESULTS: During Series 1-3 (April 2010 to April 2011), 32 webisodes were posted on the QAF Facebook and YouTube pages. These webisodes attracted over 30,000 views; ranging from 124-3092 views per individual episode. By April 2011, the QAF Facebook page had 2929 predominantly male fans. Interview and focus group participants supported the balance of education and entertainment. They endorsed the narrative "soap opera" format as an effective way to deliver sexual health messages in an engaging, informative, and accessible manner that encouraged online peer discussion of sexual health and promoted community engagement.CONCLUSIONS: QAF offers a successful example of exploiting the reach, interactivity, and engagement potential of SNS; findings from this process evaluation provide a model to inform the delivery and evaluation of future health promotion interventions on SNS.

Resumo Limpo

ckground grow number health promot intervent take advantag popular interact new social media platform foster engag communiti health promot howev health promot intervent use social network site sns rigor evalu queer fkqaf began pilot project deliv sexual health promot via short webisod sns gay men now fifth season qaf among publish exampl intern demonstr sexual health promot potenti snsobject object evalu assess reach interact engag generat qaf inform futur health intervent evalu use snsmethod undertook mix method process evalu use uncontrol longitudin studi design compar multipl measur time assess chang reach engag adapt evalu method health promot inform system creativ sphere incorpor onlin usag statist interview inform user diaryscrapbook user focus group assess intervent reach engagementresult seri april april webisod post qaf facebook youtub page webisod attract view rang view per individu episod april qaf facebook page predomin male fan interview focus group particip support balanc educ entertain endors narrat soap opera format effect way deliv sexual health messag engag inform access manner encourag onlin peer discuss sexual health promot communiti engagementconclus qaf offer success exampl exploit reach interact engag potenti sns find process evalu provid model inform deliveri evalu futur health promot intervent sns

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