Committed to Health: Key Factors to Improve Users’ Online Engagement through Facebook
Health organizations, continuously exposed to public scrutiny due to the social relevance of the services provided, have adopted social media to disseminate information about health but also about themselves, and thus, reducing uncertainty and improving communication. In this context, users’ partici...
| Main Authors: | , , , |
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| Format: | info:eu-repo/semantics/article |
| Language: | English |
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MDPI
2020
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10835/7855 |
| _version_ | 1789406754918891520 |
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| author | Alonso Cañadas, Juana Galán Valdivieso, Federico Saraite Sariene, Laura Caba Pérez, María del Carmen |
| author_facet | Alonso Cañadas, Juana Galán Valdivieso, Federico Saraite Sariene, Laura Caba Pérez, María del Carmen |
| author_sort | Alonso Cañadas, Juana |
| collection | DSpace |
| description | Health organizations, continuously exposed to public scrutiny due to the social relevance of the services provided, have adopted social media to disseminate information about health but also about themselves, and thus, reducing uncertainty and improving communication. In this context, users’ participation in social media has become one of the main indicators of their effectiveness, highlighting the importance of analyzing which factors enhance online engagement. This research extends the number of variables identified in prior studies and analyzes 19,817 Facebook posts from 126 health organizations. Using multivariate linear regression, explanatory results show that economic and organizational attributes, and factors related to the social media posts, both contribute significantly to explain the engagement reached in social media by those organizations. According to our findings, health organizations are not taking enough advantage of social media to engage with their current and potential users. The dissemination of relevant information using visually attractive formats could help draw the attention of consumers, both to reach a higher commitment with the organization and to create value for society |
| format | info:eu-repo/semantics/article |
| id | oai:repositorio.ual.es:10835-7855 |
| institution | Universidad de Cuenca |
| language | English |
| publishDate | 2020 |
| publisher | MDPI |
| record_format | dspace |
| spelling | oai:repositorio.ual.es:10835-78552023-04-12T19:10:48Z Committed to Health: Key Factors to Improve Users’ Online Engagement through Facebook Alonso Cañadas, Juana Galán Valdivieso, Federico Saraite Sariene, Laura Caba Pérez, María del Carmen health communication health organization management social media Facebook engagement Health organizations, continuously exposed to public scrutiny due to the social relevance of the services provided, have adopted social media to disseminate information about health but also about themselves, and thus, reducing uncertainty and improving communication. In this context, users’ participation in social media has become one of the main indicators of their effectiveness, highlighting the importance of analyzing which factors enhance online engagement. This research extends the number of variables identified in prior studies and analyzes 19,817 Facebook posts from 126 health organizations. Using multivariate linear regression, explanatory results show that economic and organizational attributes, and factors related to the social media posts, both contribute significantly to explain the engagement reached in social media by those organizations. According to our findings, health organizations are not taking enough advantage of social media to engage with their current and potential users. The dissemination of relevant information using visually attractive formats could help draw the attention of consumers, both to reach a higher commitment with the organization and to create value for society 2020-03-17T11:58:39Z 2020-03-17T11:58:39Z 2020-03-11 info:eu-repo/semantics/article 1660-4601 http://hdl.handle.net/10835/7855 en https://www.mdpi.com/1660-4601/17/6/1814 Attribution-NonCommercial-NoDerivatives 4.0 Internacional http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess MDPI |
| spellingShingle | health communication health organization management social media engagement Alonso Cañadas, Juana Galán Valdivieso, Federico Saraite Sariene, Laura Caba Pérez, María del Carmen Committed to Health: Key Factors to Improve Users’ Online Engagement through Facebook |
| title | Committed to Health: Key Factors to Improve Users’ Online Engagement through Facebook |
| title_full | Committed to Health: Key Factors to Improve Users’ Online Engagement through Facebook |
| title_fullStr | Committed to Health: Key Factors to Improve Users’ Online Engagement through Facebook |
| title_full_unstemmed | Committed to Health: Key Factors to Improve Users’ Online Engagement through Facebook |
| title_short | Committed to Health: Key Factors to Improve Users’ Online Engagement through Facebook |
| title_sort | committed to health: key factors to improve users’ online engagement through facebook |
| topic | health communication health organization management social media engagement |
| url | http://hdl.handle.net/10835/7855 |
| work_keys_str_mv | AT alonsocanadasjuana committedtohealthkeyfactorstoimproveusersonlineengagementthroughfacebook AT galanvaldiviesofederico committedtohealthkeyfactorstoimproveusersonlineengagementthroughfacebook AT saraitesarienelaura committedtohealthkeyfactorstoimproveusersonlineengagementthroughfacebook AT cabaperezmariadelcarmen committedtohealthkeyfactorstoimproveusersonlineengagementthroughfacebook |