- Title
- Evaluating the effectiveness of a physical activity social media advertising campaign using Facebook, Facebook Messenger, and Instagram.
- Creator
- Northcott, Celine; Curtis, Rachel; Bogomolova, Svetlana; Olds, Timothy; Vandelanotte, Corneel; Plotnikoff, Ronald; Maher, Carol
- Relation
- NHMRC.1080186 http://purl.org/au-research/grants/nhmrc/1080186
- Relation
- Translational Behavioral Medicine Vol. 11, Issue 3, p. 870-881
- Publisher Link
- http://dx.doi.org/10.1093/tbm/ibaa139
- Publisher
- Springer
- Resource Type
- journal article
- Date
- 2021
- Description
- Technology-based physical activity programs are a novel solution to the major public health issue of physical inactivity. However, to be successful, there must be a large and population-appropriate uptake, which depends heavily on promotion. This study evaluates the effectiveness of an advertising campaign to disseminate a physical activity smartphone app. The experiment used a 3 × 3 × 3 full-factorial design, examining platforms (Facebook; Facebook Messenger; Instagram), selling-techniques (hard-sell—sending viewers directly to (a) Apple Store or (b) Google Play, and soft-sell—sending viewers from an ad to a (c) landing-page, then to an app store) and themes (Health and Wellbeing; Body and Self-Confidence; Social Enjoyment). Outcomes were reach, click-through, and app downloads. Advertisements reached 1,373,273 people, achieving 2,989 clicks and 667 downloads. Instagram and Facebook Messenger had higher reach compared to Facebook (F[2,27] = 27.17, p < .001), whilst Facebook and Facebook Messenger both produced higher click-through (F[2,27] = 8.98, p < .001) and downloads (F[2,27] = 4.649, p = .018). Selling-technique differed, with soft-selling ads producing greater reach (F[2,27] = 4,616.077, p < .001); however, both hard-selling ads (Apple Store and Google Play) had greater click-through (F[2,27] = 10.77, p < .001) and downloads (F[2,27] = 3.791, p < .001). Advertising theme varied, with Social Enjoyment themes producing less click-through (F[2,27] = 5.709, p = .009) and downloads (F[2,27] = 5.480, p = .010). We recommend future studies to consider Facebook and Facebook Messenger, using hard-selling techniques, with themes relating to Health and Wellbeing and Body and Self-Confidence.
- Subject
- online social networks; health promotion; physical activity; advertising campaign; social marketing
- Identifier
- http://hdl.handle.net/1959.13/1461853
- Identifier
- uon:46317
- Identifier
- ISSN:1869-6716
- Language
- eng
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