Social Media Effectiveness in Health Promotion and Prevention: A Delphi Study in Europe
Goal of the study
Social media platforms like YouTube, TikTok, Instagram, and X are a central part of daily life for millions across Europe. The numbers say it all: user rates range from 71% in Italy to 83% in Spain, with Germany at 78%. In public health and health research, social media has become an indispensable tool. Institutions and research organizations use it to share findings, recruit study participants, or deliver prevention messages as part of broader health campaigns. At the same time, individual creators and influencers use their platforms to spread personal health insights, shape opinions, and promote products.
Despite the huge reach and growing importance of social media, there are still no clear, widely accepted standards for measuring its success — especially when it comes to health promotion and prevention. The only known model for evaluating social media success in this context, developed by Neiger et al., dates back to 2012 and is now outdated.
Our study aims to close this gap. Through a modified Delphi survey involving leading public health experts and social media influencers from across Europe, we seek to identify relevant, practical, and meaningful success indicators for social media activities focused on prevention and health promotion. That is why we need your help!
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Ethical aspects
Participation in this study is completely voluntary and can be withdrawn at any time without giving reasons or facing any disadvantages. All participants have provided informed consent, and no individuals incapable of giving consent will be included. Personal data will be used solely for study communication and will be deleted at the earliest possible stage. There are no known risks associated with taking part.
References
1. Percentage of active social media users in the population in selected European countries in February 2025 [Graph] [Internet]. Statista. [cited 27/03/2025]. Available from: https://de.statista.com/statistik/daten/studie/209186/umfrage/zugriff-auf-social-media-via-mobiler-endgeraete-in-ausgewaehlten-laendern/.
2. Neiger BL, Thackeray R, Van Wagenen SA, Hanson CL, West JH, Barnes MD, et al. Use of social media in health promotion: purposes, key performance indicators, and evaluation metrics. Health Promot Pract. 2012;13(2):159-64.
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