vivasemtabaco

vivasemtabaco compares the effectiveness of gain- and loss-framed Facebook advertisements for promoting smoking cessation by analyzing recruitment, engagement, and cost metrics for users directed to the "Live Without Tobacco" intervention site.

Key Features:

• Message Framing Comparison: Evaluates gain-framed and loss-framed message variants to measure differential impact on smoker engagement and behavior-related outcomes.
• Online Recruitment via Facebook Ads: Uses Facebook Ads to deploy targeted advertisement variants and generate measurable ad reach and clicks.
• Data Collection and Integration: Integrates Facebook Ads platform data with a relational database to capture metrics including ad reach, click-through rates, website accesses, account creation, and quit plan formulation.
• Cost-Effectiveness Evaluation: Calculates cost per click and ad expenditure for each message frame to assess budgetary efficiency (reported as BRL 0.12 for gain-framed and BRL 0.09 for loss-framed clicks).

Scientific Applications:

• Smoking Cessation Intervention Evaluation: Quantifies how different message framings affect recruitment and engagement in an Internet-based smoking cessation intervention.
• Digital Public Health Outreach Assessment: Provides empirical metrics for assessing the reach, engagement, and economic efficiency of social media advertising strategies in public health campaigns.

Methodology:

Create distinct gain- and loss-framed messages, disseminate them as Facebook Ads, track user interactions and website accesses, integrate Facebook Ads data with a relational database, and analyze metrics from 6,350 users who clicked and 1,731 users redirected to the intervention site, recording ad reach (174,029 gain-framed; 180,527 loss-framed), clicks (2,688 gain-framed; 3,662 loss-framed), and cost per click (BRL 0.12 gain-framed; BRL 0.09 loss-framed).