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. 2021 May;25(5):1619-1625.
doi: 10.1007/s10461-020-03078-8. Epub 2020 Nov 24.

Gay and Bisexual Men's Recommendations for Effective Digital Social Marketing Campaigns to Enhance HIV Prevention and Care Continuity

William C Goedel  1 , Cassandra Sutten Coats  2 , Genoviva Sowemimo-Coker  3 , Ethan Moitra  4 , Matthew J Murphy  3 , Jacob J van den Berg  2   3 , Philip A Chan  2   3 , Amy S Nunn  5   6
Affiliations

Gay and Bisexual Men's Recommendations for Effective Digital Social Marketing Campaigns to Enhance HIV Prevention and Care Continuity

William C Goedel et al. AIDS Behav. 2021 May.

Abstract

Because use of geosocial-networking smartphone applications ('apps') is ubiquitous among men who have sex with men (MSM), online-to-offline service models that include advertisements on these apps may improve engagement with effective HIV prevention and treatment services. Through our formative qualitative study, we conducted individual in-depth interviews (n = 30) and focus group discussions (n = 18) with MSM in Rhode Island to develop a digital social marketing campaign aimed at increasing HIV testing, including how best to reach men by advertising on apps. Qualitative data analysis revealed that participants were frequently exposed to pop-up advertisements on apps. These advertisements are viewed as invasive and, as such, many expressed a preference for other formats (e.g., direct messages, banner advertisements). Men expressed a preference for provocative images and phrases to catch their attention followed with fact-driven messaging to motivate them to engage with services offline. Findings from this study offer several practical recommendations for developing a social marketing campaign that uses advertisements on apps to increase HIV testing among MSM, including using formats other than pop-up advertisements and pairing fact-driven messaging with eye-catching images to direct them to trusted local clinical services.

Keywords: HIV testing; Men who have sex with men; Qualitative research; Smartphone applications; Social marketing.

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