title: Using Facebook for Sexual Health Social Marketing in Conservative Asian Countries: A Systematic Examination.
abstract: Social marketing related to sexual health is a problematic task, especially in religiously and/or culturally conservative countries. Social media presents a possible alternative channel for sexual health efforts to disseminate information and engage new users. In an effort to understand how well sexual health campaigns and organizations have leveraged this opportunity, this study presents a systematic examination of ongoing Facebook-based sexual health efforts in conservative Asian countries. It was discovered that out of hundreds of sexual health organizations identified in the region, less than half had created a Facebook page. Of those that had, only 31 were found to have posted sexual health-relevant content at least once a month. Many of these 31 organizations were also unsuccessful in maintaining regular official and user activity on their page. In order to assess the quality of the Facebook pages as Web-based information resources, the sexual health-related official activity on each page was analyzed for information (a) value, (b) reliability, (c) currency, and (d) system accessibility. User responsiveness to official posts on the pages was also used to discuss the potential of Facebook as a sexual health information delivery platform.
authors.affiliation: a Suleman Dawood School of Business , Lahore University of Management Sciences , Lahore , Pakistan.
authors.forename: Zain-Ul-Abdin
authors.initials: ZU
authors.lastname: Khawaja
authors.affiliation: a Suleman Dawood School of Business , Lahore University of Management Sciences , Lahore , Pakistan.
authors.forename: Khudejah Iqbal
authors.initials: KI
authors.lastname: Ali
authors.affiliation: a Suleman Dawood School of Business , Lahore University of Management Sciences , Lahore , Pakistan.
authors.forename: Shanze
authors.initials: S
authors.lastname: Khan
mesh_terms: D001208:Asia; D006801:Humans; D033181:Information Dissemination / Q000379:methods*; D011057:Politics; D060728:Reproductive Health; D040241:Social Marketing; D061108:Social Media