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Full-Text Articles in Social Media
The Impact Of Hpv Vaccine Narratives On Social Media: Testing Narrative Engagement Theory With A Diverse Sample Of Young Adults, Amy E. Leader, Michelle Miller-Day, Rikishi T. Rey, Preethi Selvan, Anne E. Pezalla, Michael L. Hecht
The Impact Of Hpv Vaccine Narratives On Social Media: Testing Narrative Engagement Theory With A Diverse Sample Of Young Adults, Amy E. Leader, Michelle Miller-Day, Rikishi T. Rey, Preethi Selvan, Anne E. Pezalla, Michael L. Hecht
Communication Faculty Articles and Research
Rates of human papillomavirus (HPV) infection are highest in young adults, who can be vaccinated against HPV if they were not vaccinated as adolescents. Since young adults increasingly access health information on social media, we tested the impact of a social media campaign with narrative-based health information on intentions related to HPV vaccination. We also aimed to understand which ads resonated most with young adults and led to higher survey completion rates. We created social media posts featuring videos promoting HPV vaccination. We launched a sponsored ad campaign on Facebook to reach young women, ages 18–26, across the country. Participants …