User- and Message-Level Correlates of Endorsement and Engagement for HIV-Related Messages on Twitter: Cross-sectional Study

Youth and young adults continue to experience high rates of HIV and are also frequent users of social media. Social media platforms such as Twitter can bolster efforts to promote HIV prevention for these individuals, and while HIV-related messages exist on Twitter, little is known about the impact o...

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Bibliographic Details
Published in:JMIR public health and surveillance 2022-06, Vol.8 (6), p.e32718-e32718
Main Authors: Oh, Jimin, Bonett, Stephen, Kranzler, Elissa C, Saconi, Bruno, Stevens, Robin
Format: Article
Language:English
Subjects:
Acquired immune deficiency syndrome
Adolescent
AIDS
Cross-Sectional Studies
Datasets
Health surveillance
HIV
HIV Infections - prevention & control
Human immunodeficiency virus
Humans
Male
Original Paper
Prevention
Public health
Secondary analysis
Sexual Behavior
Sexually Transmitted Diseases
Social Media
Social networks
STD
Young Adult
Young adults
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Summary:Youth and young adults continue to experience high rates of HIV and are also frequent users of social media. Social media platforms such as Twitter can bolster efforts to promote HIV prevention for these individuals, and while HIV-related messages exist on Twitter, little is known about the impact or reach of these messages for this population. This study aims to address this gap in the literature by identifying user and message characteristics that are associated with tweet endorsement (favorited) and engagement (retweeted) among youth and young men (aged 13-24 years). In a secondary analysis of data from a study of HIV-related messages posted by young men on Twitter, we used model selection techniques to examine user and tweet-level factors associated with tweet endorsement and engagement. Tweets from personal user accounts garnered greater endorsement and engagement than tweets from institutional users (aOR 3.27, 95% CI 2.75-3.89; P
ISSN:2369-2960
2369-2960
DOI:10.2196/32718