An Innovative Mechanism for Managing the Development of Advertising Content on Educational Platforms

The current situation with the quarantine regime and measures aimed at combating COVID-19 has led to the intensification of the development of educational platforms by the private and public sectors, as well as scientific and public ones. The purpose of the academic paper lies in studying the features of the innovative management mechanism for developing advertising content on educational platforms. Methodology. The present research uses content analysis and statistical analysis to investigate the market of educational platforms and the services they offer. The research was conducted based on the content analysis of educational platforms. The authors studied the content structure, basic channels, methods, and tools for promoting educational platforms. Results. Digital technologies are a decisive factor in the success and promotion of advertising content of educational platforms, which, under the condition of their optimal combination, provides significant competitive advantages. Digital marketing of educational platforms is a comprehensive approach to promoting services, its products in the digital environment and it also covers offline consumers. Digital marketing makes it possible to integrate numerous technologies for content promotion (social, mobile, web, CRM systems, etc.) with sales and customer service, ensuring constant high-quality communication between the advertiser and the end users of educational services. Digital marketing is based aonnalyzing data about users, their behavior, penetrating traditional types of communications and ensuring the achievement of the target audience. Digital marketing involves personalization, which strengthens the impact of marketing tools on the target audience - users of educational services.

165. Prevalence and Sociodemographic Correlates of Suicidality Among Sexual and Gender Minority Youth Residing in the South

Purpose: Rates of suicidal ideation and attempts among adolescents, especially young sexual and gender minority (SGM) adolescents, have been on the rise over the last several years. The COVID-19 pandemic has only exacerbated risk factors for suicidality and introduced additional barriers to accessing needed medical care and other help-seeking resources. This study sought to estimate the prevalence of suicidal thoughts, plans, and attempts among young SGM adolescents residing in the South, a geographic region with high unmet health needs, greater multi-level experiences of discrimination, and a hostile policy landscape marked by numerous anti-LGBTQ bills and few protections on the basis of sexual and gender identity. Methods: Tailored social media advertising was used between July 2021 and April 2022 to recruit and enroll 384 SGM adolescents aged 13-17 years residing in eight southeastern states (Alabama, Florida, Georgia, Louisiana, Mississippi, North Carolina, South Carolina, and Tennessee). Study staff used multiple authentication procedures to verify the uniqueness and validity of each enrollment. Respondents completed an online cross-sectional survey that assessed prior suicidality (thoughts, plans, attempts). Respondents were provided a number of help-seeking resources at the conclusion of the survey. The mean respondent age was 16.1 years (SD = 1.0), and respondents were primarily female (45.6%, n=175), bisexual (38.0%, n=146), and non-Hispanic White (52.6%, n=202). We used unadjusted and adjusted logistic regression analyses to identify sociodemographic, health, and relationship correlates of prior suicidal ideation and attempts. Results: Overall, 70.6% (n=271) of SGM adolescents reported ever having serious suicidal thoughts. Of these respondents, 74.9% (n=203) had planned and 43.9% (n=119) had attempted suicide. Adjusted analyses showed that the likelihood of prior suicidal ideation was higher among respondents who identified as Hispanic (AOR: 2.7;95% CI: 1.1, 7.0), non-Hispanic Multiracial (AOR: 4.1;95% CI: 1.2, 13.9), and non-Hispanic White (AOR: 3.0;95% CI: 1.4, 6.3) as compared to non-Hispanic Black, and was twice as high among respondents 17 years of age (AOR: 2.3;95% CI: 1.1, 5.0) compared to those 15 years of age. Having a diagnosed disability (AOR: 3.4;95% CI: 1.9, 6.1) and poor parental relationship quality (AOR: 2.3;95% CI: 1.2, 4.1) were also associated with an increased likelihood of prior suicidal ideation. The likelihood of prior attempted suicide was significantly greater among SGM adolescents who reported poor parental relationship quality (AOR: 2.0;95% CI: 1.1, 3.6), a diagnosed disability (AOR: 2.1;95% CI: 1.1, 4.0), and a chronic health condition (AOR: 2.5;95% CI: 1.4, 4.7). Conclusions: The prevalence of lifetime suicidality was quite high among SGM adolescents in the South, even higher than estimates reported by national studies among similarly aged adolescents. The findings suggest the immediate need for tailored efforts to prevent and address suicidality among SGM adolescents, especially given the compounding effects of the COVID-19 pandemic on adolescents' health. The findings also suggest the need to intervene with the parents of SGM adolescents or increase acceptance and connectedness in other close relationships. Sources of Support: This study was funded by the Centers for Disease Control and Prevention's National Center for Injury Prevention and Control (K01CE003226).

Social media and Generation Z

This article seeks to analyse the currently evolution of the uses of Social Media. The Generation Z are changing the relationship between users of social networks, evolving towards a more active role. We have two objectives in this article: analyse how young people interact with Social Media and what contents they prefer. Within a context in which COVID 19 has made change this relationships. In order to know these uses, a qualitative and also a quantitative study has been carried out, with surveys between young people (11-18 years old). © 2023, CEU Ediciones. All rights reserved.

A Scoping Review of Observational Studies on Food and Beverage Advertising on Social Media: A Public Health Perspective.

Popular social media platforms have been actively used by ultra-processed food companies to promote their products. Being exposed to this type of advertising increases the consumption of unhealthy foods and the risk of developing obesity and other non-communicable diseases (NCDs). Thus, monitoring commercial content on social media is a core public health practice. We aimed to characterize the methods used for monitoring food advertising on social media and summarize the investigated advertising strategies via a scoping review of observational studies. This study is reported according to the MOOSE Statement, and its protocol was registered with the PROSPERO International Prospective Register of Systematic Reviews (registration nº. CRD42020187740). Out of the 6093 citations retrieved, 26 met our eligibility criteria. The studies were published from 2014 to 2021, mostly after 2018. They focused on Australia, Facebook, strategies aimed at children and adolescents, and advertising practices of ultra-processed food companies. We grouped strategies in eight classes: post features (n = 18); connectivity and engagement (n = 18); economic advantages, gifts, or competitions (n = 14); claims (n = 14); promotional characters (n = 12); brand in evidence (n = 8); corporate social responsibility or philanthropy (n = 7); and COVID-19 (n = 3). We found similarities in the investigation of strategies regardless of the type of social media. Our findings can contribute to the designing of tools for monitoring studies and regulatory mechanisms to restrict the exposure of food advertising.

Is it ethical to advertise unhealthy foods to children?

The marketing of foods and non-alcoholic beverages (hereafter: food) high in fats, salt and/or sugar (HFSS) has been strongly implicated in the rising levels of childhood obesity worldwide. Multiple ethical concerns arise from the practice of exposing children to such marketing and efforts to monitor and restrict it through regulatory policies. There is considerable evidence that exposure to powerful food marketing messages affects children's food behaviours in ways that are detrimental to good dietary health. Children are particularly vulnerable to being exploited and deceived by food marketing messages based on their cognitive and developmental immaturity. HFSS food marketing also affects numerous child rights enshrined within the UN Convention on the Rights of the Child (of which the UK is a signatory) including the right to the enjoyment of the highest attainable standard of health. The debate has become somewhat polarised between the public health community's evidence-based assertion that all marketing is inherently exploitative and the rebuttal from food and marketing industry stakeholders that provided the marketing is 'accurate and truthful' and there is no ethical need to regulate. This polarisation is reflected in the complexity of policymaking decisions regarding the rationale for mandatory government-led policies or industry self-regulation. There are also ethical considerations inherent in the monitoring of children's food marketing exposure, particularly in the digital sphere, by researchers for the purposes of informing policy design, scope and implementation. This review paper will explore the latest evidence on these issues and consider the implications for public health research, policy, and practice.

"Authentic Warmth in These Uncertain Times”: The Impact of Authenticity in COVID-19 Advertising on Brand Warmth and Consumer Responses

This study investigated the impact of the perceived authenticity of brands' COVID-19 advertisements on consumers' perception of brand warmth and the subsequent responses on brand attitude and engagement intention. An online survey was used to acquire consumers' evaluations of COVID-19 video ads published between March and August in 2020. Results showed that the message authenticity significantly increased consumers' perception of brand warmth, brand attitude, and engagement intention. Furthermore, the serial mediation results revealed the underlying mechanism that authentic ads evoked positively valenced emotional responses, which increased perceived brand warmth and further resulted in positive brand attitudes and engagement intentions. Practical implications and theoretical advancement are also discussed.

Monetization of digital newspapers: Experimentation with brand extension and buying influence

With digitization, journalistic companies tested out different ways of creating value through the capabilities that technology provides. Online newspapers applied the experience they had with their print versions to brand extensions, aiming to build revenue models that went beyond the classic models for advertising and charging for content. Their goal was to leverage brand value by expanding their name to a new product. This study focuses on Unidad Editorial, which under-took various initiatives testing the power of the digital brand elmundo.es and expanding the boundaries of the business. We use information obtained from 23 semistructured in-depth interviews with executives from the early days of their online business to the present, providing a comprehensive picture. Elmundo.es's experimentation with brand extensions and other non-advertising revenue sources helps us understand digital media's shift towards charging for content –which the Covid-19 pandemic provided a favorable environment for– in their search for alternatives to compensate for the decline in advertising revenue. New brand extension projects, for which brand strength and consistency with the original product are determinative, remain open. In addition, these new practices will be subject to the journalistic companies' investment capabilities. © 2023, El Profesional de la Informacion. All rights reserved.

Growth of the Uk and Ireland Paediatric Rheumatology Nurses' Group

Introduction/Background: The Paediatric Rheumatology Clinical Nurse Specialist often has to manage a large caseload of children and young people. Paediatric Rheumatology is an umbrella term of over 80 conditions, most of which are long-term chronic illnesses which can be challenging for families to manage. The Clinical Nurse Specialist is therefore the first point of contact for families who want answers and guidance in caring for their child/young person. The UK and Ireland Paediatric Rheumatology Nurses Group, in turn, provides peer support to these nurses. This will present the growth of this network, particularly over the last two years. Description/Method: Over two decades ago, a UK Paediatric Rheumatology Nurses group was established. Since the group's formation, membership has grown from 20 to over 100 nurses, and has expanded into the Republic of Ireland. All nurses work in paediatrics and most are working solely in Rheumatology as Clinical Nurse Specialists (various titles exist). However, the group also contains nurses who may not solely focus on Rheumatology, but who also manage a number of specialities (one being Rheumatology), and those who have developed their own specialist interest in Rheumatology, often derived from providing clinical support to weekly Rheumatology clinics. The group's Lead Nurse has also encouraged Clinical Research Nurses supporting Paediatric Rheumatology studies to join, as the shared learning is useful to support their clinical practice too. Currently we only have one Paediatric Rheumatology Senior Clinical Research Nurse, but we do have some nurses who manage Paediatric Rheumatology studies as part of their wider clinical roles. Members are located across 37 different centres in the UK and Ireland. Four of these centres have joined in the last month, with nurses hearing about the group and approaching the steering committee about their participation. The centres range from district general hospitals through to specialist regional Children's hospitals. The seniority of our members ranges from band 5 through to band 8b, with three members managing Rheumatology services in a matron capacity. In fifteen of these centres, there is only one Paediatric Rheumatology Nurse within that centre, which can be isolating. The UK and Ireland group is accessible through email and WhatsApp and is always available for a quick question or check in. Keeping membership up to date, particularly with some nurses only joining for short periods of time to cover maternity leave, can be challenging. Tomorrow the numbers may have changed again! Discussion/Results: The growth of this group, particularly over the last two years, could be for a number of reasons: 1. Regular virtual meetings have been advertised on social media channels, especially via the British Society of Rheumatology (BSR). These don't have to be sighted by Rheumatology nurses themselves but may have been noticed from other Rheumatology multidisciplinary team members, who then encouraged their nurses to make contact. 2. Having regular virtual meetings ensures that all of the Paediatric Rheumatology Nurses are invited and can take turns in attending and sharing best practice, so it is in a team's best interest to encourage more hesitant nurses to ask to join. 3. The development of the WhatsApp group has provided quick and instantaneous responses and has clearly proven beneficial according to member feedback. 4. During the Covid-19 pandemic, working patterns changed with nurses being allowed to work from home. This change contributed to nurses feeling isolated from their peers, and also not having the wider multi-disciplinary team easily on hand and therefore asked the group their clinical questions. 5. Some members of the group have taken on additional roles, either within BSR or the Royal College of Nursing and this offers wider communication channels and increased visibility of the group through advertising. 6. Membership growth appears to mirror the growth seen in Rheumatology services, for example some centres have appointed veitis Clinical Nurse Specialist posts to work in conjunction with the Rheumatology Nursing Team. 7. The change in societal ways of working, with more work and meetings occurring virtually, and outside of the 9-5 office hours, means that nurses can attend meetings easier than having to expend time and finances to travel to face-to-face meetings. 8. New members joining naturally increases word of mouth and the wider reach of the group. Key learning points/Conclusion: Raising and maintaining the profile of this group is important. We know that there is no similar group for adult Rheumatology Nurse Specialists in the UK. Also, there is no other similar European Paediatric Rheumatology Nurses group. Paediatric Rheumatology is a huge speciality with nurses needing to be able to support families in their management of conditions outside of hospital appointments to prevent hospital admissions. The scope of the Rheumatology nurse is also always increasing, with pressure on nurses to undertake postgraduate studies, become nurse prescribers, carry out joint examinations, deliver nurse-led clinics and manage patients on immunomodulatory therapies in the community. The Paediatric Rheumatology Nurse also requires knowledge and skills in best practices for young people transitioning into adult services and be an expert in child development stages and the implications of these, whilst managing the needs and expectations of the child's main carer and wider family. For these reasons alone, it is vital that we protect the Paediatric Rheumatology Nurse Specialist and ensure that they are supported, developed and valued, and therefore, stay in Rheumatology. The ask of the wider multidisciplinary team is to allow Paediatric Rheumatology Nurses time to attend group meetings, encourage them to ask questions of the wider nursing group and to promote the group to new nurses or those who may not be aware of the group, to reach out and seek expert peer support.

PP01.22 First Lung Cancer Screening Program in Greece - Initial Experience, Preliminary Data and Pitfalls

Background: Poor prognosis of lung cancer is linked to its late diagnosis, typically in the advanced stage 4 in 50-70% of incidental cases. Lung Cancer Screening Programs provide low-dose lung CT screening to current and former smokers who are at high risk for developing this disease. Greece is an EU country, returning strong from a long period of economic recession, ranked 2nd place in overall age-standardized tobacco smoking prevalence in the EU. In December 2020, at the Metropolitan Hospital of Athens, we started the 1st Screening Program in the country. We present our initial results and pitfalls met. Method(s): A weekly outpatient clinic offers consultation to possible candidates. LDCT (<=3.0mGy), Siemens VIA, Artificial Intelligence multi-computer-aided diagnosis (multi-CAD) system and LungRADS (v.1.1) are used for the validation of any abnormal findings with semi-auto measurement of volume and volume doubling time. Patients get connected when necessary with the smoking cessation and Pulmonology clinic. USPSTF guidelines are used, (plus updated version). Abnormal CT findings are discussed by an MDT board with radiologists, pulmonologists/interventional pulmonologists, oncologists and thoracic surgeons. A collaboration with Fairlife Lung Cancer Care the first non-profit organization in Greece is done, in order to offer the program to population with low income too. An advertisement campaign was organized to inform family doctors and the people about screening programs, together with an anti-tobacco campaign. Result(s): 106 people were screened, 74 males & 32 females (mean age 62yo), 27/106 had an abnormal finding (25%). 2 were diagnosed with a resectable lung cancer tumor (primary adenocarcinoma) of early-stage (1.8%). 2 with extended SCLC (lung lesion & mediastinal adenopathy). 1 with multiple nodules (pancreatic cancer not known until then). 3 patients with mediastinal and hilar lymphadenopathy (2 diagnosed with lymphoma, 1 with sarcoidosis). 19 patients were diagnosed with pulmonary nodules (RADS 2-3, 17%) - CT follow up algorithm. Conclusion(s): We are presenting our initial results, from the first lung cancer screening program in Greece. Greece represents a country many smokers, who also started smoking at a young age, with a both public and private health sector, returning from a long period of economic recession. COVID-19 pandemia has cause practical difficulties along the way. LDCT with AI software, with an MDT board and availability of modern diagnostic and therapeutic alternatives should be considered as essential. A collaboration spirit with other hospitals around the country is being built, in order to share current experience and expertise. Copyright © 2022

Protection from unfair competition on the pharmaceutical market in the conditions of the COVID-19 pandemic

The article reveals the problems and prospects of combating dishonest advertising of medicinal products in the conditions of the COVID-19 pandemic. Using the example of the USA and Ukraine, the criteria for banning the advertising of medicinal products by researching scientific sources, international and domestic legal acts, prescriptions and instructions of state bodies, etc. were analyzed. The differences and specifics of the regulatory requirements for the advertising of medicinal products in Ukraine and the USA have been determined. It has been established that in the USA it is allowed to advertise prescription drugs, and in Ukraine a ban has been introduced to advertise "antiviral drugs of direct action". Attention was drawn to the qualification of the division of advertising slogans in the USA, which made it possible to draw an analogy with Ukrainian advertising of medicinal products. It has been proven that individual pharmaceutical manufacturers, by providing advertisers with incomplete information about the drug, can mislead consumers about its effectiveness. The Antimonopoly Committee of Ukraine has demonstrated cases of countering the spread of false information about the properties of medicinal products, which became more frequent in connection with the emergence of the strain (SARS-CoV-2) in 2019. The advantages and disadvantages of a complete ban on medicines on television and radio, as well as other mass media are indicated in connection with the entry into force of the decision of the National Security and Defense Council of Ukraine "On the state of the national health care system and urgent measures to ensure the protection of citizens of Ukraine with medical assistance" dated July 30, 2021. As an alternative to the complete rejection of drug advertising it is proposed, the introduction of the mechanism of "corrective advertising", which is actively used in the USA and consists in correcting or making amendments to already published drug advertising and eliminating statements that mislead consumers, contain incomplete, inaccurate, false information about the medicinal product.

Growth of the Uk and Ireland Paediatric Rheumatology Nurses' Group

Introduction/Background: The Paediatric Rheumatology Clinical Nurse Specialist often has to manage a large caseload of children and young people. Paediatric Rheumatology is an umbrella term of over 80 conditions, most of which are long-term chronic illnesses which can be challenging for families to manage. The Clinical Nurse Specialist is therefore the first point of contact for families who want answers and guidance in caring for their child/young person. The UK and Ireland Paediatric Rheumatology Nurses Group, in turn, provides peer support to these nurses. This will present the growth of this network, particularly over the last two years. Description/Method: Over two decades ago, a UK Paediatric Rheumatology Nurses group was established. Since the group's formation, membership has grown from 20 to over 100 nurses, and has expanded into the Republic of Ireland. All nurses work in paediatrics and most are working solely in Rheumatology as Clinical Nurse Specialists (various titles exist). However, the group also contains nurses who may not solely focus on Rheumatology, but who also manage a number of specialities (one being Rheumatology), and those who have developed their own specialist interest in Rheumatology, often derived from providing clinical support to weekly Rheumatology clinics. The group's Lead Nurse has also encouraged Clinical Research Nurses supporting Paediatric Rheumatology studies to join, as the shared learning is useful to support their clinical practice too. Currently we only have one Paediatric Rheumatology Senior Clinical Research Nurse, but we do have some nurses who manage Paediatric Rheumatology studies as part of their wider clinical roles. Members are located across 37 different centres in the UK and Ireland. Four of these centres have joined in the last month, with nurses hearing about the group and approaching the steering committee about their participation. The centres range from district general hospitals through to specialist regional Children's hospitals. The seniority of our members ranges from band 5 through to band 8b, with three members managing Rheumatology services in a matron capacity. In fifteen of these centres, there is only one Paediatric Rheumatology Nurse within that centre, which can be isolating. The UK and Ireland group is accessible through email and WhatsApp and is always available for a quick question or check in. Keeping membership up to date, particularly with some nurses only joining for short periods of time to cover maternity leave, can be challenging. Tomorrow the numbers may have changed again! Discussion/Results: The growth of this group, particularly over the last two years, could be for a number of reasons: 1. Regular virtual meetings have been advertised on social media channels, especially via the British Society of Rheumatology (BSR). These don't have to be sighted by Rheumatology nurses themselves but may have been noticed from other Rheumatology multidisciplinary team members, who then encouraged their nurses to make contact. 2. Having regular virtual meetings ensures that all of the Paediatric Rheumatology Nurses are invited and can take turns in attending and sharing best practice, so it is in a team's best interest to encourage more hesitant nurses to ask to join. 3. The development of the WhatsApp group has provided quick and instantaneous responses and has clearly proven beneficial according to member feedback. 4. During the Covid-19 pandemic, working patterns changed with nurses being allowed to work from home. This change contributed to nurses feeling isolated from their peers, and also not having the wider multi-disciplinary team easily on hand and therefore asked the group their clinical questions. 5. Some members of the group have taken on additional roles, either within BSR or the Royal College of Nursing and this offers wider communication channels and increased visibility of the group through advertising. 6. Membership growth appears to mirror the growth seen in Rheumatology services, for example some centres have appointed eitis Clinical Nurse Specialist posts to work in conjunction with the Rheumatology Nursing Team. 7. The change in societal ways of working, with more work and meetings occurring virtually, and outside of the 9-5 office hours, means that nurses can attend meetings easier than having to expend time and finances to travel to face-to-face meetings. 8. New members joining naturally increases word of mouth and the wider reach of the group. Key learning points/Conclusion: Raising and maintaining the profile of this group is important. We know that there is no similar group for adult Rheumatology Nurse Specialists in the UK. Also, there is no other similar European Paediatric Rheumatology Nurses group. Paediatric Rheumatology is a huge speciality with nurses needing to be able to support families in their management of conditions outside of hospital appointments to prevent hospital admissions. The scope of the Rheumatology nurse is also always increasing, with pressure on nurses to undertake postgraduate studies, become nurse prescribers, carry out joint examinations, deliver nurse-led clinics and manage patients on immunomodulatory therapies in the community. The Paediatric Rheumatology Nurse also requires knowledge and skills in best practices for young people transitioning into adult services and be an expert in child development stages and the implications of these, whilst managing the needs and expectations of the child's main carer and wider family. For these reasons alone, it is vital that we protect the Paediatric Rheumatology Nurse Specialist and ensure that they are supported, developed and valued, and therefore, stay in Rheumatology. The ask of the wider multidisciplinary team is to allow Paediatric Rheumatology Nurses time to attend group meetings, encourage them to ask questions of the wider nursing group and to promote the group to new nurses or those who may not be aware of the group, to reach out and seek expert peer support.

Should Green Products Be Advertised as Green? Exploring the Factors That Affect Ad Credibility

The COVID-19 pandemic has marked key milestones including a transition to sustainable consumption. Eco-brands could exploit this conjuncture to advertise their products while pondering how green ad claims are judged as misleading, unsubstantiated, and opportunistic, but also useful and efficient. This study revises the notion that green consumers distrust green advertising by analyzing how green consumerism, conceptualized as a hierarchical construct, moderates the effect of three factors on the credibility of green advertising. An experiment involving the ad claim, product type, and familiarity with the eco-brand was performed in the context of an emerging economy. The statistical analyses show complex interrelationships between the experimental factors and cross effects between factors and the dimensions of green consumerism. Results indicate that eco-brand familiarity increases green ad credibility for products that were designed and launched as green (e.g., hybrid cars and tissue paper) while the type of ad claim (environmental vs. self-benefit) has no significant effect if the product is recognized as green. Results also indicate that of the three dimensions comprising green consumerism, only green purchasing has a direct negative effect on ad credibility. This effect is stronger for low-cost goods whose environmental benefits against regular products are easier to confirm. © 2023 Taylor & Francis Group, LLC.

Say Yes! COVID Test: A Health Communication Campaign to Encourage Use of Rapid, At-Home Antigen Testing in Underserved and Historically Marginalized Communities.

This paper describes a robust health communication campaign that supported Say Yes! COVID Test, the first National Institutes of Health (NIH)-sponsored initiative promoting community-wide, at-home, rapid antigen testing for severe acute respiratory syndrome-coronavirus 2 (SARS-CoV-2), the cause of the COVID-19 pandemic. The primary goals of the health communication campaign were to promote awareness of the program among local residents, facilitate test kit distribution, and encourage frequent test kit use. To plan and implement the campaign, the team applied principles of social marketing. The populations of focus were adult residents of selected communities in North Carolina (Greenville, Pitt County) and Tennessee (Chattanooga, Hamilton County), with an emphasis on underserved and historically marginalized populations. Following an accelerated planning phase, the campaign included digital, out-of-home, television, and radio advertising, in addition to public relations and organic social media. Collectively, this campaign coupled with our grassroots community engagement efforts facilitated the distribution of 66 035 test kits across both communities, or more than 1.6 million at-home tests. Facebook ads were the most successful in driving online test kit orders (7.9% conversion rate in Pitt County; 8.1% conversion rate in Chattanooga), although employing a variety of marketing channels enabled reach across multiple subpopulations. Market research data indicated high program awareness but low uptake in testing. Lessons learned from campaign planning and implementation can inform future public health initiatives, including selecting the appropriate marketing mix to facilitate awareness, and collaborating with community partners and local health departments to ensure successful program execution.

Social media and Generation Z

This article seeks to analyse the currently evolution of the uses of Social Media. The Generation Z are changing the relationship between users of social networks, evolving towards a more active role. We have two objectives in this article: analyse how young people interact with Social Media and what contents they prefer. Within a context in which COVID 19 has made change this relationships. In order to know these uses, a qualitative and also a quantitative study has been carried out, with surveys between young people (11-18 years old). © 2023, CEU Ediciones. All rights reserved.

Changing consumption behaviour towards immune-boosting food amidst COVID-19 outbreak: tracing the future trajectory

Businesses throughout the world have been affected by the coronavirus outbreak. Across countries and industries, small firms have suffered, and India is no different. While many enterprises were destroyed by the COVID-19 scenario, hundreds of others were able to cope. People are getting increasingly concerned about their physical and emotional health as the coronavirus pandemic spreads around the world. People's perspectives on life and what they value have altered. Consumers have been compelled to alter their routines as a result of the outbreak. People throughout the world are attempting to adapt to a new normal. Immune-Boosting foods have become the talk of the town amidst the pandemic. With this backdrop, the present study aimed to understand the demand for ImmuneBoosting foods and the factors that have contributed to the market for immune-boosting foods. The sample data for this study was collected using the purposive sampling technique. Statistical interventions using multiple linear regression and correlation were conducted to understand the relationship between various factors related to immuneboosting foods. The study revealed that the pandemic had increased the respondents' inclination to purchase Immune-Boosting foods. Further, the inclination towards consumption of immune-boosting foods was influenced by independent variables like familiarity with immune-boosting foods, health consciousness, fear of contracting the disease, family testing COVID-19 positive, immune-boosting foods as a trending topic, Influence of social media, Frequent advertisements and offers, testimonials of others regarding Immune-Boosting foods. From the study, it can be inferred that the COVID-19 pandemic has laid a strong foundation for the future of immune-boosting foods. Copyright © 2022 The Authors. Published by Rynnye Lyan Resources.

The influence of product color displayed on online advertisements and consumer personality on purchase intention: The moderating role of age and gender

Consumer purchasing patterns has been affected by COVID-19 health Crisis. Thus, companies must adapt to this change by focusing on understanding the different variables affecting the post pandemic purchase intentions of consumers. Therefore, the basic objective of this study is the development of an integrated framework to investigate the impact of the colors used for products on online advertisement and the consumer personality on the purchase intention of customers in the context of post pandemic. This study will also focus on highlighting the moderating role of age and gender on the relationship between the three constructs. Data were collected from customers of 53 Moroccan textile companies operating in the E-commerce industry. The data was analyzed, and the theoretical model was validated using Partial least square (PLS) and structural equation model (SEM). The findings show that: the color of the product displayed in the advertisement has a high impact on the purchase intention of consumers;the personality of the consumer impact positively the purchase intention of the consumer, and finally, color of the product displayed on the advertisement has a bigger impact on the purchase intention of young people than old people while age doesn't have any significant impact on the relationship between personality and purchase intention. The contribution of this study is to emphasize the roles of understanding the use of colors in advertising and the personality of the consumer, during the post pandemic, on consumer purchasing intention, for companies to innovate and differentiate their offered advertisements to meet the needs and survive the crisis. © 2022 International Consortium for Electronic Business. All rights reserved.

Digital public health interventions at scale: The impact of social media advertising on beliefs and outcomes related to COVID vaccines.

Public health organizations increasingly use social media advertising campaigns in pursuit of public health goals. In this paper, we evaluate the impact of about $40 million of social media advertisements that were run and experimentally tested on Facebook and Instagram, aimed at increasing COVID-19 vaccination rates in the first year of the vaccine roll-out. The 819 randomized experiments in our sample were run by 174 different public health organizations and collectively reached 2.1 billion individuals in 15 languages. We find that these campaigns are, on average, effective at influencing self-reported beliefs-shifting opinions close to 1% at baseline with a cost per influenced person of about $3.41. Combining this result with an estimate of the relationship between survey outcomes and vaccination rates derived from observational data yields an estimated cost per additional vaccination of about $5.68. There is further evidence that campaigns are especially effective at influencing users' knowledge of how to get vaccines. Our results represent, to the best of our knowledge, the largest set of online public health interventions analyzed to date.

TH-290. 'Kriya yoga', an easily deliverable tool for stress management among health care workers: Presenting electroencephalographic evidences

Introduction: Abounding physical and mental exhaustion among the health care workers (HCW) during COVID-19 pandemic rekindled the need to acknowledge the psychological impact of this unprecedented stressful situation on the first-line warriors. The rising stress among the HCW during COVID duties for many months could have long-term effects on their personal and professional life. The situation necessitated presenting a feasible solution which can positively impact mental health. Patanjali's 'Kriya yoga' amalgamates several relaxation techniques, inclusively breath modulation, pranayama, mantra chanting, and asana holding, with a potential for stress management. The effects of 'Kriya Yoga' on EEG and perceived stress among the HCW were investigated. Method(s): Participants were recruited through digital advertisements. Those meeting the eligibility criteria were enrolled in either intervention or control groups. The complete set of 'Kriya yoga' was taught to the subjects in the intervention group by a yoga expert. It included a set of six techniques comprising Breath awareness (Ana pana), Complete breath, Anulom Vilom (Alternate nostril breathing), Om chanting, Gayatri Mantra, and Shavasan (Deep Relaxation). The participants were required to practice it for a period of 6 weeks. Result(s): Data for EEG, electrodermal activity (EDA), perceived stress scale (PSS) scores and depression, anxiety and stress scores were collected at different time points. EEG was quantitatively (QEEG) analyzed for delta, theta, alpha, and beta power over several regions. We found improvement in the DASS-21 and PSS scores at the end of the practice sessions. The mean power for alpha frequency was increased in the frontal, central, and parietal regions, and for delta range was raised over the central and parietal areas. The tonic skin conductance level revealed a reduction in stress among the practitioners. The participants reported a subjective feeling of calmness, well-being, and ease of practice. Conclusion(s): 'Kriya yoga' is an easily deliverable intervention for stress mitigation among the HCW. It leads to relaxation, a decrease in anxiety, and a reduction in perceived stress. The long-term psychophysiological effects of Kriya yoga practice are depicted by the changes in the power of brain waves and EDA. The proposed intervention can be a model for the mental health well-being of the HCW in stressful circumstances. Copyright © 2022

Myopia Control in the Republic of Ireland

Purpose: Tto estimate how many independent optical practices in the Republic of Ireland (ROI) are offering myopia control options to patients and parents. Method(s): 346 independent optical practices were identified in the ROI using a listing provided on the Association of Optometrists Ireland website. All practices identified were emailed to ask if they practised any myopia control. Practice websites (where available) were examined to see if myopia control was mentioned as a service offered. Some practices believed to be offering myopia control were phoned directly to ascertain if they were practising myopia control. This research was carried out between Feb and March 2019 (i.e. pre-covid restrictions in the ROI). Result(s): 17 independent practices in the ROI were identified as having fitted patients with contact lenses for myopia control. Five of the 17 were not advertising myopia control on their websites. Several practitioners who were not advertising myopia control on their websites reported that they still felt that they were in the early stages of learning about myopia control and were therefore only offering it to patients and parents who enquired about it directly. Conclusion(s): In spite of the increase in licensed contact lens options for myopia control in the ROI and the relative ease with which suitable patients could be fitted with myopia control lenses, practitioners still appear reluctant to engage in the practice. Copyright © 2022

Tackling false advertising and strengthening consumer protection in emerging economies

False advertising has many negative consequences for the protection of consumer rights and wellbeing. In emerging economies in particular, false advertising has been widespread across business sectors and products due to inadequate public policy and ineffective law enforcement. Since the COVID-19 global pandemic has spread around the world, people have become more dependent on e-commerce for purchasing goods and services, and the negative impact has become historically high with increasing number of advertising and sales cyber-fakes However, prior studies have not focused on consumers' perceived deception and information asymmetry in false advertising in general, and the consequent implications for public policy in controlling and eliminating such problems, specifically in emerging economies. This study focuses on the example of China as a leading emerging economy to investigate the relevant issues and contribute to extant knowledge by linking separate paradigms with a new holistic conceptual framework that identifies the key elements of contextual factors, consumers' perceived deception and information asymmetry, the causes and impacts, and the expected policy implications for further prevention.