Title
What makes or breaks a health fundraising campaign on twitter?
Author
Prasetyo, N.D.
Hauff, C.
Nguyen, D.
van den Broek, T.A.
Hiemstra, D.
Publication year
2015
Abstract
Health campaigns that aim to raise awareness and subsequently raise funds for research and treatment are commonplace. While many local campaigns exist, very few attract the attention of a global audience. One of those global campaigns is Movember, an annual campaign during the month of November, that is directed at men’s health with a special focus on cancer. Health campaigns routinely use social media portals to capture people’s attention. Recently, researchers began to consider to what extent social media is effective in raising the awareness of health campaigns. In this paper we focus on the second goal of such campaigns (fundraising), and investigate to what extent different campaign strategies influence people’s visitor & donation behaviour. To that end, we analyze the 2013 Movember Twitter campaigns across four different countries, cross-correlating the awareness signals of Twitter users, with Movember visitors and donations raised through Twitter.
Subject
Urban Mobility & Environment
SP2 - Strategy & Policy 2
ELSS - Earth, Life and Social Sciences
Informatics
To reference this document use:
http://resolver.tudelft.nl/uuid:084d72b6-01d6-4dba-b49c-df6b2be4a519
TNO identifier
528698
Source
6th International Workshop on Health Text Mining and Information Analysis Workshop, 17 September 2015, Lisbon, Portugal, 1-9
Document type
conference paper