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Facebook Ads Manager as a Recruitment Tool for a Health and Safety Survey of Farm Mothers: Pilot Study



Details

  • Personal Author:
  • Description:
    Background: Social media platforms have experienced unprecedented levels of growth and usage over the past decade, with Facebook hosting 2.7 billion active users worldwide, including over 200 million users in the United States. Facebook users have been underutilized and understudied by the academic community as a resource for participant recruitment. Objective: We performed a pilot study to explore the efficacy and cost-effectiveness of Facebook advertisements for the recruitment of an online agricultural health and safety survey. Methods: We undertook a 1-week advertising campaign utilizing the integrated, targeted advertising platform of Facebook Ads Manager with a target-spending limit of US $294. We created and posted three advertisements depicting varying levels of agricultural safety adoption leading to a brief survey on farm demographics and safety attitudes. We targeted our advertisements toward farm mothers aged 21-50 years in the United States and determined cost-effectiveness and potential biases. No participant incentive was offered. Results: We reached 40,024 users and gathered 318 advertisement clicks. Twenty-nine participants consented to the survey with 24 completions. Including personnel costs, the cost per completed survey was US $17.42. Compared to the distribution of female producers in the United States, our advertisements were unexpectedly overrepresented in the eastern United States and were underrepresented in the western United States. Conclusions: Facebook Ads Manager represents a potentially cost-effective and timely method to recruit participants for online health and safety research when targeting a specific population. However, social media recruitment mirrors traditional recruitment methods in its limitations, exhibiting geographic, response, and self-selection biases that need to be addressed. [Description provided by NIOSH]
  • Subjects:
  • Keywords:
  • ISSN:
    1438-8871
  • Document Type:
    Text
  • Funding:
    Cooperative Agreement
  • Genre:
    Journal Article
  • Place as Subject:
  • CIO:
    National Institute for Occupational Safety and Health (NIOSH)
  • Topic:
    Workplace Safety & Health
  • Location:
    North America
  • Volume:
    5
  • Issue:
    4
  • NIOSHTIC Number:
    nn:20062686
  • Citation:
    J Med Internet Res 2021 Apr; 5(4):e19022
  • Contact Point Address:
    Richard R Burke, MPH National Farm Medicine Center, Marshfield Clinic Research Institute, 1000 N Oak Avenue, Marshfield, WI, 54449
  • Email:
    burke.richard@marshfieldresearch.org
  • Federal Fiscal Year:
    2021
  • NORA Priority Area:
    Agriculture, Forestry and Fishing
  • Performing Organization:
    Marshfield Clinic Research Foundation
  • Peer Reviewed:
    True
  • Start Date:
    20080930
  • Source Full Name:
    Journal of Medical Internet Research
  • End Date:
    20250929
  • Collection(s):
  • Main Document Checksum:
    urn:sha-512:d49ac9ed7d1c2590678a4a928425418199aedd33e1ee2c777be03b4999593ca084aa84afab885a8c7db3f0403187f34873bed2ebb55eb614ac3269ae60aba12d
  • Download URL:
  • File Type:
    Filetype[PDF - 250.29 KB ]
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