Effective evidence-based interventions exist for smoking cessation delivered over the Internet, but consumer acceptance and adherence remains low. Scalable and efficient mechanisms to disseminate these interventions online are needed, and existing online social networks provide a potential mechanism. This is a proposal for a randomized, factorial trial of the dissemination of an evidence-based intervention through the massive Facebook social network, with the goal of determining intervention characteristics that drive viral spread.
Study Type
INTERVENTIONAL
Allocation
RANDOMIZED
Masking
DOUBLE
Enrollment
11,413
Application components hypothesized to increase the duration (t, time) that a participant spends using the application.
Application components hypothesized to increase the number of friends that a user has that are eligible to install the application.
Application components hypothesized to increase the contagiousness of the app by increasing a users ability and desire to proactively contact others.
Application components hypothesized to increase the contagiousness of the app by increasing the passive diffusion of information from the user to their friends.
Truth Initiative
Washington D.C., District of Columbia, United States
Reproductive rate
The investigators will measure the reproductive rate for each condition, in other words the average number of additional individuals that install the application for each original individual recruited to participate. Higher reproductive rates indicate more efficient and faster dissemination.
Time frame: 30 days
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