Developing a Social Media Intervention to Connect Alaska Native People Who Smoke with Resources and
Saturday, June 19, 2021
Posted by: Natalia Gromov
Merculieff
ZT, Koller KR, Sinicrope PS, Hughes CA, Bock MJ, Decker PA, Resnicow K,
Flanagan CA, Meade CD, McConnell CR, Prochaska JJ, Thomas TK, Patten CA.
Developing a Social Media
Intervention to Connect Alaska Native People Who Smoke with Resources and
Support to Quit Smoking: The Connecting Alaska Native Quit Study.
Nicotine Tob Res. 2021 May 24;23(6):1002-1009. doi: 10.1093/ntr/ntaa253.
PMID: 33674856.
Background.
Face-to-face tobacco cessation has had limited reach and efficacy in Alaska
Native (AN) communities. We describe our two-phased approach to develop content
for Connecting Alaska Native People to Quit Smoking, a Facebook group
intervention to reduce barriers to evidence-based smoking cessation treatment
for AN people in Alaska.
Methods.
Phase 1 included semi-structured telephone interviews with 30 AN people who
smoke and ten stakeholders. They provided feedback on existing content from the
Centers for Disease Control and Prevention Tips campaign and AN digital
stories. Phase 2 included an online survey with a new group of 40 AN smokers
who provided feedback on existing content via a measure of perceived
effectiveness and cultural relevance.
Results.
Phase I results revealed participants evaluated content based upon story
strength, relevance to AN culture, emotional appeal, relatability to AN people,
and favorite video. No single posting was rated highly across all themes. All
perceived effectiveness (PE) and cultural relevance median scores fell between
3.5 and 4.4 (range 1-5). PE scores varied across participant demographic
groups.
Conclusions.
Content embodying characteristics perceived to be most appealing, effective,
and culturally relevant were selected for the private Facebook group content
library with refinements made to incorporate images of AN people engaged in AN
activities. PE scores indicate a need for a wide variety of content that
moderators could pull from when conducting the intervention.
Implications.
Social media content targeting specific population sectors, such as American
Indian/AN people for tobacco cessation needs to be culturally tailored. Our
approach provides a model others can follow to determine what is appealing,
relevant, and effective messaging.
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