Fig. 2: Overview of the online field experiment design. | npj Digital Medicine

Fig. 2: Overview of the online field experiment design.

From: Communication strategies driving online health community patient awareness and engagement investigated within atrial fibrillation context

Fig. 2

In total, 12 different combinations (Table 6) of communication variables from the conceptual model (Fig. 1) fueled the communication concepts and concept landing pages on the website of the OHC. The online field experiment is conducted on Facebook and Instagram, where communication concepts are exposed to users, measured as impressions (IMP) which are not part of the conceptual model. The Click-Through Rate (CTR) of these concepts serves as a measure of awareness. After clicking on a concept, individuals are directed to the concept landing page of the OHC. During their visits to the OHC, Average Engagement Time (AET) and Community Subscription (CS) are tracked as indicators of user engagement. This design enables a comparison of how different communication elements impact both awareness and engagement.

Back to article page