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. 2017 Jun 2;3(2):e33. doi: 10.2196/publichealth.7545

Table 1.

Results of Facebook advertisement factorial experiment. The analytic dataset included 64 observations (32 created ads that were used in two recruitment waves). Multivariable models included all variables in the table and controlled for recruitment wave.

Factor

Reacha UCTRb,c Conversion ratec,d


n Mean IRRe (95% CI) P Mean IRR (95% CI) P Mean IRR (95% CI) P
Image type











Single person 16 210.88 reff
1.51 ref
0.35 ref

Couple 16 1034.56 4.91 (2.68-8.97) <.001 2.52 1.66 (0.99-2.80) .06 0.85 2.56 (1.13-5.77) .02

Group 16 557.94 2.65 (1.08-6.50) .03 1.73 1.03 (0.62-1.71) .91 0.59 1.76 (0.77-4.03) .18

Doctor 16 424.50 2.01 (0.88-4.62) .10 1.40 0.91 (0.50-1.67) .77 0.45 1.26 (0.52-3.09) .61
Content focus











HPVg 32 558.34 ref
2.05 ref
0.62 ref

HPV vaccine 32 555.59 1.00 (0.53-1.86) .99 1.97 0.98 (0.79-1.22) .86 0.71 1.15 (0.93-1.43) .19
Disease framing











Cancer 32 528.38 ref
1.79 ref
0.68 ref

STDh 32 585.56 1.11 (0.59-2.07) .75 2.21 1.34 (1.06-1.69) .01 0.65 0.98 (0.79-1.22) .85

aReach was defined as number of Facebook users ad was shown to.

bUnique click-through rate (UCTR) was defined as the number of unique users who clicked on an ad divided by reach.

cDisplayed as a percentage.

dConversion rate was defined as the number of unique users who reached the study consent form divided by the number of times an ad was viewed.

eIRR: incidence rate ratio.

fref: reference group.

gHPV: human papillomavirus.

hSTD: sexually transmitted disease.