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Diffusion of an evidence-based smoking cessation intervention through facebook: A randomized controlled trial

Author

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  • Cobb, N.K.
  • Jacobs, M.A.
  • Wileyto, P.
  • Valente, T.
  • Graham, A.L.

Abstract

Objectives. To examine the diffusion of an evidence-based smoking cessation application ("app") through Facebook social networks and identify specific intervention components that accelerate diffusion. Methods. Between December 2012 and October 2013, we recruited adult US smokers ("seeds") via Facebook advertising and randomized them to 1 of 12 app variants using a factorial design. App variants targeted components of diffusion: duration of use (t), "contagiousness" (β), and number of contacts (Z). The primary outcome was the reproductive ratio (R), defined as the number of individuals installing the app ("descendants") divided by the number of a seed participant's Facebook friends. Results. We randomized 9042 smokers. App utilization metrics demonstrated between-variant differences in expected directions. The highest level of diffusion (R = 0.087) occurred when we combined active contagion strategies with strategies to increase duration of use (incidence rate ratio = 9.99; 95% confidence interval = 5.58, 17.91; P

Suggested Citation

  • Cobb, N.K. & Jacobs, M.A. & Wileyto, P. & Valente, T. & Graham, A.L., 2016. "Diffusion of an evidence-based smoking cessation intervention through facebook: A randomized controlled trial," American Journal of Public Health, American Public Health Association, vol. 106(6), pages 1130-1135.
    • Handle: RePEc:aph:ajpbhl:10.2105/ajph.2016.303106_7
    DOI: 10.2105/AJPH.2016.303106
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    Cited by:

    1. Luella Fu & Megan A Jacobs & Jody Brookover & Thomas W Valente & Nathan K Cobb & Amanda L Graham, 2017. "An exploration of the Facebook social networks of smokers and non-smokers," PLOS ONE, Public Library of Science, vol. 12(11), pages 1-15, November.
    2. Shelton, Rachel C. & Lee, Matthew & Brotzman, Laura E. & Crookes, Danielle M. & Jandorf, Lina & Erwin, Deborah & Gage-Bouchard, Elizabeth A., 2019. "Use of social network analysis in the development, dissemination, implementation, and sustainability of health behavior interventions for adults: A systematic review," Social Science & Medicine, Elsevier, vol. 220(C), pages 81-101.

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