论文标题
数字干预对19009年的态度和信念的有效性
The Effectiveness of Digital Interventions on COVID-19 Attitudes and Beliefs
论文作者
论文摘要
在Covid-19大流行期间，全球公共卫生组织的共同战略是通过社交媒体上的广告活动启动干预措施。尽管存在这种普遍性，但对它们的平均效率知之甚少。我们对Facebook和Instagram上174个公共卫生组织的活动进行了大规模的计划评估，该活动统称为21亿个人，成本约为4000万美元。我们报告了819个随机实验的结果，这些实验衡量了这些运动在基于标准化的，基于调查的结果中的影响。我们平均发现，这些运动有效地影响了自我报告的信念，在基线时转移了接近1％的意见，每受影响的人的成本约为3.41美元。有进一步的证据表明，运动特别有效地影响了用户对如何获取疫苗的了解。据我们所知，我们的结果代表了迄今为止分析的最大的在线公共卫生干预措施。
During the course of the COVID-19 pandemic, a common strategy for public health organizations around the world has been to launch interventions via advertising campaigns on social media. Despite this ubiquity, little has been known about their average effectiveness. We conduct a large-scale program evaluation of campaigns from 174 public health organizations on Facebook and Instagram that collectively reached 2.1 billion individuals and cost around \$40 million. We report the results of 819 randomized experiments that measured the impact of these campaigns across standardized, survey-based outcomes. We find on average these campaigns are effective at influencing self-reported beliefs, shifting opinions close to 1% at baseline with a cost per influenced person of about \$3.41. 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.
