Table 2. Long-term changes in search volume index up to eight months after each campaign.
‡SD: standard deviation
*p-values obtained from post hoc Dunnett t-test compared with “two months before campaign”
#p-values obtained from one-way ANOVA (or Kruskal-Wallis test when appropriate)
| Campaign/event | Two months before campaign | Two months after campaign | Four months after campaign | Six months after campaign | Eight months after campaign | p# | ||||
| Mean (SD‡) | Mean (SD) | p* | Mean (SD) | p | Mean (SD) | p | Mean (SD) | p | ||
| ABS announcement | 59.13 (8.983) | 60.10 (23.760) | 1.000 | 68.50 (7.746) | 0.505 | 61.78 (7.997) | 0.986 | 61.56 (14.475) | 0.990 | 0.514 |
| “ThisIsBrachytherapy” first Twitter campaign | 70.75 (13.275) | 70.33 (15.075) | 1.000 | 70.78 (12.568) | 1.000 | 67.33 (20.857) | 0.968 | 73.13 (7.643) | 0.992 | 0.806 |
| “ThisIsBrachytherapy” second Twitter campaign | 31.95 (20.612) | 28.92 (20.776) | 0.803 | 24.70 (24.611) | 0.189 | 24.98 (24.679) | 0.249 | n/a | n/a | 0.248 |
| ALS “Ice Bucket Challenge” | 1 (0.000) | 20.33 (32.098) | 0.014 | 1.89 (0.333) | 1.000 | 1.67 (0.707) | 1.000 | 2.00 (0.000) | 1.000 | 0.020 |
| Prostate cancer (Ben Stiller) | 77.63 (6.209) | 82.44 (7.876) | 0.439 | 75.33 (8.155) | 0.905 | 80.56 (4.927) | 0.806 | 81.22 (7.855) | 0.678 | 0.230 |
| Breast cancer (Angelina Jolie) | 25.13 (2.475) | 23.89 (4.622) | 0.999 | 24.78 (2.539) | 1.000 | 56.22 (26.939) | 0.000 | 23.11 (3.018) | 0.991 | 0.000 |