Table 1.
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.