Are you ready for the challenge? Social Media Health Challenges for Behaviour Change
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Are you ready for the challenge? Social Media Health Challenges for Behaviour Change Inga Saboia 1,2 & Ana Margarida Pisco Almeida 2 & Pedro Sousa 3,4 & Cláudia Pernencar 5,6 # Association for Behavior Analysis International 2020
Abstract Challenges are one of the most common strategies used by Opinion Leaders on Social Media to engage users. They are often found in different areas; in the Health field, the use of challenges is growing, namely through initiatives aiming at eating behaviour change. Instagram is considered to be one of the most used Social Media applications to develop these initiatives, allowing Opinion Leaders to communicate and engage with their online followers. Despite this scenario, little is known regarding how Health Challenges are being used and what is their impact on behaviour change. Previous research has already shown how Opinion Leaders use Instagram to promote eating behaviour change. The purpose of this paper is to conceptualize, describe and discuss Social Media Health Challenges, aiming to analyse Instagram challenges on healthy eating. The study was organized in two phases: the first one is a literature review based on Prisma method that supported the conceptualisation of Social Media Challenges and the design for the second phase where Social Media Health Challenges of Opinion Leaders, such as Nutritionists, Health Lifestylers and Patient Opinion Leaders (POLS) were analysed. Results showed that most of the challenges are promoted by Patient Opinion Leaders and Health Lifestylers. Followers adhere to Social Media Health Challenges related to weight loss, engaging with Opinion Leaders. The psychological-cognitive components (such as habits, motivation, and self-control) were found in the analysed challenges, and Instagram is one * Inga Saboia [email protected]
1
UFC Virtual, Federal University of Ceará, Fortaleza, Brazil
2
Department of Communication and Art/DigiMedia, University of Aveiro, Aveiro, Portugal
3
Center for Innovative Care and Health Technology (ciTechCare), Polytechnic Institute of Leiria, Leiria, Portugal
4
Health Sciences Research Unit: Nursing (UICISA: E), Nursing School of Coimbra (ESEnfC), Coimbra, Portugal
5
NOVA Institute of Communication (ICNOVA), Faculty of Human and social Sciences – New University of Lisbon, Lisbon, Portugal
6
Arts and Design Research Lab (LIDA), Polytechnic Institute of Leiria, Leiria, Portugal
Perspectives on Behavior Science
of the used tools to promote these Initiatives. These results point to new paths regarding future research on other behaviour change online initiatives. Keywords Behaviour change . Health eating challenges . Opinion leaders . Instagram .
Social Media . eHealth
Introduction Behaviour and its relation to stimuli is the Behaviour Science major focus. These stimuli are actions of environmental variants that reinforce, elicit and evoke behaviours. These variants are generic objects, people and their interrelationships that are observed and together are potential sources to develop the behavioural re
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