背景:社交媒体正迅速成为向公众传播邀请以考虑参与研究的主要来源。有,然而,关于如何传达广告内容以促进参与并随后促进参与研究的意图的信息很少。
目的:本文描述了一项实验研究,该研究测试了招募现实生活中观察性病例对照研究的研究参与者的不同行为信息。
方法:我们在基于网络的实验中纳入了1060名女性,并将其随机分配到3个实验条件中的1个:标准广告(n=360),患者代言广告(n=345),和社会规范广告(n=355)。看到3个广告中的1个后,参与者被要求说明(1)他们打算参加宣传的病例对照研究,(2)易于理解的信息和学习目的,(3)他们在完成调查后愿意重定向到病例对照研究的网站。进一步要求个人提出改进信息的方法。使用序数逻辑回归比较各组之间的意图,以百分比报告,调整后的赔率比(AOR),和95%CIs。
结果:与标准广告组相比,参加患者认可和基于社会规范的广告组的参加广告研究的意愿明显较低(aOR0.73,95%CI0.55-0.97;P=.03和aOR0.69,95%CI0.52-0.92;P=.009)。患者代言广告被认为更难以理解(aOR0.65,95%CI0.48-0.87;P=.004),并且不太清楚地传达研究目标(aOR0.72,95%CI0.55-0.95;P=.01)。虽然患者代言广告对访问主要研究网站的意向没有影响,与标准广告组相比,社会规范广告意愿下降(157/355,44.2%vs191/360,53.1%;aOR0.74,95%CI0.54-0.99;P=.02)。大多数参与者(395/609,64.8%)表示,这些消息不需要更改,但有些人更喜欢更清晰(75/609,12.3%)和更短(59/609,9.7%)的信息。
结论:这项研究的结果表明,在模拟推文中添加规范的行为信息会降低参与者参与我们基于网络的病例对照研究的意愿,因为这使得这条推文更难理解。这表明,简单的消息应用于通过Twitter招募参与者(随后更名为X)。
BACKGROUND: Social media is rapidly becoming the primary source to disseminate invitations to the public to consider taking part in research studies. There is, however, little information on how the contents of the advertisement can be communicated to facilitate engagement and subsequently promote intentions to participate in research.
OBJECTIVE: This paper describes an experimental study that tested different behavioral messages for recruiting study participants for a real-life observational case-control study.
METHODS: We included 1060 women in a web-based experiment and randomized them to 1 of 3 experimental conditions: standard advertisement (n=360), patient endorsement advertisement (n=345), and social norms advertisement (n=355). After seeing 1 of the 3 advertisements, participants were asked to state (1) their intention to take part in the advertised case-control study, (2) the ease of understanding the message and study aims, and (3) their willingness to be redirected to the website of the case-control study after completing the survey. Individuals were further asked to suggest ways to improve the messages. Intentions were compared between groups using ordinal logistic regression, reported in percentages, adjusted odds ratio (aOR), and 95% CIs.
RESULTS: Those who were in the patient endorsement and social norms-based advertisement groups had significantly lower intentions to take part in the advertised study compared with those in the standard advertisement group (aOR 0.73, 95% CI 0.55-0.97; P=.03 and aOR 0.69, 95% CI 0.52-0.92; P=.009, respectively). The patient endorsement advertisement was perceived to be more difficult to understand (aOR 0.65, 95% CI 0.48-0.87; P=.004) and to communicate the study aims less clearly (aOR 0.72, 95% CI 0.55-0.95; P=.01). While the patient endorsement advertisement had no impact on intention to visit the main study website, the social norms advertisement decreased willingness compared with the standard advertisement group (157/355, 44.2% vs 191/360, 53.1%; aOR 0.74, 95% CI 0.54-0.99; P=.02). The majority of participants (395/609, 64.8%) stated that the messages did not require changes, but some preferred clearer (75/609, 12.3%) and shorter (59/609, 9.7%) messages.
CONCLUSIONS: The results of this study indicate that adding normative behavioral messages to simulated tweets decreased participant intention to take part in our web-based case-control study, as this made the tweet harder to understand. This suggests that simple messages should be used for participant recruitment through Twitter (subsequently rebranded X).