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Recruiting Military Veterans into Alcohol Misuse Research: The Role of Social Media and Facebook Advertising

Research output: Contribution to journalArticlepeer-review

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Recruiting Military Veterans into Alcohol Misuse Research: The Role of Social Media and Facebook Advertising. / Williamson, Charlotte; Rona, Roberto; Simms, Amos et al.

In: TELEMEDICINE JOURNAL AND E-HEALTH, 11.05.2022.

Research output: Contribution to journalArticlepeer-review

Harvard

Williamson, C, Rona, R, Simms, A, Fear, N, Goodwin, L, Murphy, D & Leightley, D 2022, 'Recruiting Military Veterans into Alcohol Misuse Research: The Role of Social Media and Facebook Advertising', TELEMEDICINE JOURNAL AND E-HEALTH. https://doi.org/10.1089/tmj.2021.0587

APA

Williamson, C., Rona, R., Simms, A., Fear, N., Goodwin, L., Murphy, D., & Leightley, D. (2022). Recruiting Military Veterans into Alcohol Misuse Research: The Role of Social Media and Facebook Advertising. TELEMEDICINE JOURNAL AND E-HEALTH. https://doi.org/10.1089/tmj.2021.0587

Vancouver

Williamson C, Rona R, Simms A, Fear N, Goodwin L, Murphy D et al. Recruiting Military Veterans into Alcohol Misuse Research: The Role of Social Media and Facebook Advertising. TELEMEDICINE JOURNAL AND E-HEALTH. 2022 May 11. https://doi.org/10.1089/tmj.2021.0587

Author

Williamson, Charlotte ; Rona, Roberto ; Simms, Amos et al. / Recruiting Military Veterans into Alcohol Misuse Research: The Role of Social Media and Facebook Advertising. In: TELEMEDICINE JOURNAL AND E-HEALTH. 2022.

Bibtex Download

@article{45dfc9d5428e48bcad0bb672672a1f2a,
title = "Recruiting Military Veterans into Alcohol Misuse Research: The Role of Social Media and Facebook Advertising",
abstract = "Background: The use of digital technology within health care service delivery, monitoring, and research is becoming progressively popular, particularly given the ongoing COVID-19 pandemic. Mobile health (m-health) apps, one form of digital technology, are increasingly being used to promote positive health related behavior change. Therefore, it is important to conduct research to understand the efficacy of m-health apps. The process of participant recruitment is an essential component in producing strong research evidence, along with ensuring an adequately powered sample to conduct meaningful analyses and draw robust conclusions.Methods: In this work we outline and reflect on the strategies used to recruit help-seeking military veterans into an intervention study, which aimed to evaluate the efficacy of an app (Drinks:Ration) to modify behavior in alcohol misusers. Recruitment strategies included through (1) partner organizations and (2) social media and Facebook advertising (ads).Results: Facebook ads were live for a period of 88 days and were viewed by a total audience of 29,416 people. In total 168 military veterans were recruited across all recruitment strategies, meaning that Drinks:Ration exceeded its recruitment targets. Half of the sample (n = 84) were recruited through social media, including Facebook ads.Conclusions: The current article highlighted that targeted Facebook ads were an efficient strategy to recruit military veterans into a digital intervention trial aiming to reduce alcohol consumption because they reduced the amount of time and resources required to contact a large number of potentially eligible individuals for our study. This article acts as a starting point for other researchers to evaluate their recruitment pathways for recruiting military veterans into alcohol misuse research.",
keywords = "military, Armed forces, Alcohol misuse, recruitment, Social Media, Telemedicine",
author = "Charlotte Williamson and Roberto Rona and Amos Simms and Nicola Fear and Laura Goodwin and Dominic Murphy and Daniel Leightley",
year = "2022",
month = may,
day = "11",
doi = "10.1089/tmj.2021.0587",
language = "English",
journal = "TELEMEDICINE JOURNAL AND E-HEALTH",
issn = "1530-5627",
publisher = "Mary Ann Liebert Inc.",

}

RIS (suitable for import to EndNote) Download

TY - JOUR

T1 - Recruiting Military Veterans into Alcohol Misuse Research: The Role of Social Media and Facebook Advertising

AU - Williamson, Charlotte

AU - Rona, Roberto

AU - Simms, Amos

AU - Fear, Nicola

AU - Goodwin, Laura

AU - Murphy, Dominic

AU - Leightley, Daniel

PY - 2022/5/11

Y1 - 2022/5/11

N2 - Background: The use of digital technology within health care service delivery, monitoring, and research is becoming progressively popular, particularly given the ongoing COVID-19 pandemic. Mobile health (m-health) apps, one form of digital technology, are increasingly being used to promote positive health related behavior change. Therefore, it is important to conduct research to understand the efficacy of m-health apps. The process of participant recruitment is an essential component in producing strong research evidence, along with ensuring an adequately powered sample to conduct meaningful analyses and draw robust conclusions.Methods: In this work we outline and reflect on the strategies used to recruit help-seeking military veterans into an intervention study, which aimed to evaluate the efficacy of an app (Drinks:Ration) to modify behavior in alcohol misusers. Recruitment strategies included through (1) partner organizations and (2) social media and Facebook advertising (ads).Results: Facebook ads were live for a period of 88 days and were viewed by a total audience of 29,416 people. In total 168 military veterans were recruited across all recruitment strategies, meaning that Drinks:Ration exceeded its recruitment targets. Half of the sample (n = 84) were recruited through social media, including Facebook ads.Conclusions: The current article highlighted that targeted Facebook ads were an efficient strategy to recruit military veterans into a digital intervention trial aiming to reduce alcohol consumption because they reduced the amount of time and resources required to contact a large number of potentially eligible individuals for our study. This article acts as a starting point for other researchers to evaluate their recruitment pathways for recruiting military veterans into alcohol misuse research.

AB - Background: The use of digital technology within health care service delivery, monitoring, and research is becoming progressively popular, particularly given the ongoing COVID-19 pandemic. Mobile health (m-health) apps, one form of digital technology, are increasingly being used to promote positive health related behavior change. Therefore, it is important to conduct research to understand the efficacy of m-health apps. The process of participant recruitment is an essential component in producing strong research evidence, along with ensuring an adequately powered sample to conduct meaningful analyses and draw robust conclusions.Methods: In this work we outline and reflect on the strategies used to recruit help-seeking military veterans into an intervention study, which aimed to evaluate the efficacy of an app (Drinks:Ration) to modify behavior in alcohol misusers. Recruitment strategies included through (1) partner organizations and (2) social media and Facebook advertising (ads).Results: Facebook ads were live for a period of 88 days and were viewed by a total audience of 29,416 people. In total 168 military veterans were recruited across all recruitment strategies, meaning that Drinks:Ration exceeded its recruitment targets. Half of the sample (n = 84) were recruited through social media, including Facebook ads.Conclusions: The current article highlighted that targeted Facebook ads were an efficient strategy to recruit military veterans into a digital intervention trial aiming to reduce alcohol consumption because they reduced the amount of time and resources required to contact a large number of potentially eligible individuals for our study. This article acts as a starting point for other researchers to evaluate their recruitment pathways for recruiting military veterans into alcohol misuse research.

KW - military

KW - Armed forces

KW - Alcohol misuse

KW - recruitment

KW - Social Media

KW - Telemedicine

U2 - 10.1089/tmj.2021.0587

DO - 10.1089/tmj.2021.0587

M3 - Article

JO - TELEMEDICINE JOURNAL AND E-HEALTH

JF - TELEMEDICINE JOURNAL AND E-HEALTH

SN - 1530-5627

ER -

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