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

• DOI: 10.2196/32718
• Publication Date: 2022-05-10T12:45:23Z
• Authors: Jimin Oh; Stephen Bonett; Elissa C Kranzler; Bruno Saconi; Robin Stevens
• Keywords: Cross-sectional study; Cross-platform

Youth and young adults continue to experience high rates of HIV are also frequent users social media. Social media platforms such as Twitter can bolster efforts promote prevention for these individuals, while HIV-related messages exist on Twitter, little is known about the impact or reach this population.This study aims address gap in literature by identifying user message characteristics that associated with tweet endorsement (favorited) engagement (retweeted) among youth men (aged 13-24 years).In a secondary analysis data from posted we used model selection techniques examine tweet-level factors engagement.Tweets personal accounts garnered greater than tweets institutional (aOR 3.27, 95% CI 2.75-3.89; P<.001). High follower count was increased 1.05, 1.04-1.06; P<.001); discussed STIs lower 0.59, 0.47-1.74; P<.001).Findings suggest practitioners should partner design disseminate media, incorporate content resonates audiences, work challenge stigma foster norms conducive open conversation sex, sexuality, health.