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04-05-2024 | Human Immunodeficiency Virus | Original Paper

Social Marketing Perspective on Participant Recruitment in Informatics-Based Intervention Studies

Authors: Betina Idnay, Evette Cordoba, Sergio Ozoria Ramirez, Eugenia Xiao, Olivia R Wood, D. Scott Batey, Robert Garofalo, Rebecca Schnall

Published in: AIDS and Behavior

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Abstract

Effective recruitment strategies are pivotal for informatics-based intervention trials success, particularly for people living with HIV (PLWH), where engagement can be challenging. Although informatics interventions are recognized for improving health outcomes, the effectiveness of their recruitment strategies remains unclear. We investigated the application of a social marketing framework in navigating the nuances of recruitment for informatics-based intervention trials for PLWH by examining participant experiences and perceptions. We used qualitative descriptive methodology to conduct semi-structured interviews with 90 research participants from four informatics-based intervention trials. Directed inductive and deductive content analyses were guided by Howcutt et al.’s social marketing framework on applying the decision-making process to research recruitment. The majority were male (86.7%), living in the Northeast United States (56%), and identified as Black (32%) or White (32%). Most participants (60%) completed the interview remotely. Sixteen subthemes emerged from five themes: motivation, perception, attitude formation, integration, and learning. Findings from our interview data suggest that concepts from Howcutt et al.’s framework informed participants’ decisions to participate in an informatics-based intervention trial. We found that the participants’ perceptions of trust in the research process were integral to the participants across the four trials. However, the recruitment approach and communication medium preferences varied between older and younger age groups. Social marketing framework can provide insight into improving the research recruitment process. Future work should delve into the complex interplay between the type of informatics-based interventions, trust in the research process, and communication preferences, and how these factors collectively influence participants’ willingness to engage.
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Metadata
Title
Social Marketing Perspective on Participant Recruitment in Informatics-Based Intervention Studies
Authors
Betina Idnay
Evette Cordoba
Sergio Ozoria Ramirez
Eugenia Xiao
Olivia R Wood
D. Scott Batey
Robert Garofalo
Rebecca Schnall
Publication date
04-05-2024
Publisher
Springer US
Published in
AIDS and Behavior
Print ISSN: 1090-7165
Electronic ISSN: 1573-3254
DOI
https://doi.org/10.1007/s10461-024-04355-6
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