268005 Buzz on social network sites to promote leisure-time physical activity among college students: Fad or fabulous?

Tuesday, October 30, 2012

Ni Zhang , Department of Community and Behavioral Health, College of Public Health, The University of Iowa, Iowa City, IA
Shelly Campo, PhD , Community and Behavioral Health, University of Iowa, College of Public Health, Iowa City, IA
Kathleen Janz, EdD , Health and Human Physiology, University of Iowa, Iowa City, IA
Linda Snetselaar, PhD, RD , Department of Epidemiology, University of Iowa, Iowa City, IA
Petya Eckler, PhD , School of Journalism and Mass Communication, University of Iowa, Iowa City, IA
Jingzhen Yang, PhD, MPH , Community and Behavioral Health, College of Public Health, University of Iowa, Iowa City, IA
Background: Little research attention has been given to how people talk about leisure-time physical activity (LTPA) on social network sites (SNSs). This study explored the antecedents (affective and cognitive involvement in LTPA, perceived tie strength to all contacts on SNSs, ratio of strong ties on SNSs, LTPA participation) and communication consequences (online chatting and forwarding) of electronic word of mouth (eWOM; including both online opinion leadership and opinion seeking) on SNSs about LTPA among college students. Methods: A web survey link was sent to undergraduate students at a mid-western university in the Fall of 2011. The survey took about 15-20 minutes to complete. The final analysis included 439 surveys. Uni-variate, bi-variate analysis and multiple linear regressions were performed using SPSS 19. Results: More affective involvement in LTPA and perceived stronger tie strength to all contacts on SNSs were associated with increased online opinion leadership. Only perceived tie strength to all contacts on SNSs was associated with online opinion seeking. Participating in LTPA was not associated with either opinion leadership or opinion seeking. Both online opinion leadership and opinion seeking were significantly associated with both online forwarding and chatting. Conclusions: This study demonstrated the potential of using SNSs to promote LTPA among college students. Future interventions using SNSs can be used to spread eWOM about LTPA using students who are more affectively involved in LTPA and feel closer to all the contacts on SNSs but not necessarily who participated more in LTPA.

Learning Areas:
Communication and informatics
Public health or related research

Learning Objectives:
1. To identify the antecedents and communication consequences of electronic word of mouth on social network sites about leisure-time physical activity. 2. To discuss the application of electronic word of mouth on social network sites to promote leisure-time physical activity among college students.

Keywords: Health Communications, Health Education Strategies

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the principal investigator of this study. This study is part of my dissertation project.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

Back to: 4273.0: Social Media Exposure and Health Behaviors (organized by HCWG)