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299045
SocialMedia-graphy: Do Asians live or born in the U.S. utilize social media differently? - Implications for social media health interventions
Tuesday, November 18, 2014
: 4:30 PM - 4:50 PM
Peng-Hsi Hou, PhD
,
National Taipei University of Technology, Taichung, Taiwan
Ho-Shong Hou, PhD
,
Professor - National Taitung University, Taitung, Taiwan (R.O.C.), Taichung, Taiwan
Purpose: The rapid growth of social media (SM) provides new platforms for health communication. This study compared Asians vs. non-Asians, as well as those who “live” and “born” within vs. outside the U.S., to explore the potential influence of race and environment on social media utilization. Methods: An online survey was administered to a sample of adults in higher education settings both in the U.S. and overseas (n=372). Asians were over-sampled. Results: Participants consisted of 48% Asians, 29% Whites, 18% Blacks, and 5% Hispanic or multi-racial, with 71% of the participants lived and 57% born in the U.S. Most of the Asian participants in the study were first generation, with 30% lived in the U.S. Overall Asians reported shorter history of social media utilization (p<.05), stayed online longer each day (p<.05), and had similar levels of SM utilization including having accounts, frequency and engagement level, and new SM adoption. Overall those who “lived” within the U.S. were more active in the various forms of SM utilization (all p<.01). Among those who were “born” in the U.S., data showed longer SM history, higher SM adoption likelihood, and more advanced level of SM engagement. Conclusion: Overall, Asians and those who were “born” outside the U.S. were newer to the SM and less likely to be advanced users. Those who lived in the U.S., regardless of race/ethnicity, were normally more SM active and engaged. Social media health intervention development might consider the larger environment culture in addition to individual race/ethnicity background.
Learning Areas:
Diversity and culture
Planning of health education strategies, interventions, and programs
Learning Objectives:
Describe the social media utilization patterns between Asians vs. non-Asians, and those who “live” and “born” within vs. outside U.S.
Discuss implication of race/ethnicity, and the environment culture on social media utilization.
Discuss implication of study findings on developing effective social media health interventions considering the roles of race/ethnicity and environment culture.
Keyword(s): Asian Americans, Social Media
Presenting author's disclosure statement:Qualified on the content I am responsible for because: I'm the PI of the study and have conducted health promotion and communication related studies among Asian population for over 15+ years.
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.
