Fostering Engagement of Underserved Communities with Credible Health Information on Social Media
31st ACM World Wide Web Conference, WWW 2022
; : 3718-3727, 2022.
Article
in English
| Scopus | ID: covidwho-1861671
ABSTRACT
The COVID-19 pandemic has necessitated rapid top-down dissemination of reliable and actionable information. This presents unique challenges in engaging low-literate communities that live in poverty and lack access to the Internet. We describe the design and deployment of a voice-based social media platform, accessible over simple phones, for actively engaging such communities in Pakistan with reliable COVID information. We developed three strategies to overcome users' hesitation, mistrust, and skepticism in engaging with COVID content. Users were (1) encouraged to listen to reliable COVID advisory, (2) incentivized to share authentic content with others, and (3) prompted to critically think about COVID-related information behaviors. Using a mixed-methods evaluation, we show that users approached with all three strategies had a significantly higher engagement with COVID content compared to others. We discuss how new designs of social media can enable users to engage with and propagate authentic information. © 2022 ACM.
Full text:
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Collection:
Databases of international organizations
Database:
Scopus
Language:
English
Journal:
31st ACM World Wide Web Conference, WWW 2022
Year:
2022
Document Type:
Article
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