Exploring the Use of Online Channels for Disseminating HIV/AIDS Knowledge The Diffusion of the “Hug AIDS” Online Campaign among Online Users

Abstract

The purpose of this study is to understand the process through which a health campaign is disseminated through different online communication channels. An analysis of the survey data conducted to evaluate an online AIDS prevention campaign, “Hug AIDS” indicates that a banner ad placed on an online messenger was the most effective in promoting campaign participation. In addition, people in different adopter categories showed differential usage of online channels for disseminating the campaign. To accomplish this goal, those designated as innovators used their own networks to disseminate new information to others who are close and expected to value their innovativeness but others used public websites (e.g., PandoraTV, online communities). Also, the study discusses some implications for developing an effective HIV/AIDS campaign to promote behavioral change.