國立高雄大學圖資館 |

Social Media Intervention for Promoting Sport Participation Among Older Adults in the United States =미국 고령자의 스포츠 참여 촉진을 위한 소셜미디어 개입 연구 /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Social Media Intervention for Promoting Sport Participation Among Older Adults in the United States =Hyosoon Yim.
Reminder of title:	미국 고령자의 스포츠 참여 촉진을 위한 소셜미디어 개입 연구 /
Author:	Yim, Hyosoon,
Description:	1 electronic resource (210 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 87-03, Section: B.
Notes:	Advisors: Kim, Amy Chan Hyung Committee members: Zhang, Qian; Du, James; Kellison, Timothy.
Contained By:	Dissertations Abstracts International87-03B.
Subject:	Sports management.
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28028192
ISBN:	9798293803903

Social Media Intervention for Promoting Sport Participation Among Older Adults in the United States =미국 고령자의 스포츠 참여 촉진을 위한 소셜미디어 개입 연구 /
Yim, Hyosoon,

Social Media Intervention for Promoting Sport Participation Among Older Adults in the United States =미국 고령자의 스포츠 참여 촉진을 위한 소셜미디어 개입 연구 /Hyosoon Yim. - 1 electronic resource (210 pages)

Source: Dissertations Abstracts International, Volume: 87-03, Section: B.

People are living longer, and societies are getting grayer. Recent statistics revealed that the number of individuals aged 65 and older in the U.S. has risen to 55.8 million, constituting approximately 16.8% of the total population (Caplan & Rabe, 2023). This demographic shift has significant implications for society, including increased demand for healthcare services and public health agenda. Public health organizations and scholars have consistently identified regular physical activity as a key strategy to mitigate these health issues (CDC, 2022; WHO, 2004; Jenkin et al., 2018). Regular physical activity has been shown to offer numerous benefits, such as improved cardiovascular health, enhanced muscular strength, and better bone health (Pate et al., 1995; Pratt, Epping, & Dietz, 2009). Among the various forms of physical activity, organized sport stands out for its potential to promote psychological and social well-being due to its structured, rule-based, and competitive nature (Berg et al., 2015; Eime et al., 2013). For instance, older sport participants have experienced reduced feelings of depression and loneliness (Östlund-Lagerström et al., 2015) and enhanced self-confidence and sense of belonging (Kim et al., 2020).Despite the distinct capacity of sport in promoting the well-being of older adults, significant research gaps remain in supporting public health organizations' efforts to promote older adults' active lifestyle through sport participation. There has been a dearth of studies incorporating theories that reflect the unique psychological and social needs of older adults. While Socioemotional Selectivity Theory (SST; Carstensen, 1993) provides a robust foundation for understanding older adults' motivational shifts toward emotionally significant goals, its application has been limited to general physical activity promotion (Li, Cheng & Fung, 2013; Notthoff et al., 2016). In addition, notwithstanding the extensive reach, cost-effectiveness, and rapid feedback capabilities of social media (Heldman, Schindelar, & Weaver, 2013; Stark, Geukes, & Dockweiler, 2022), there is limited knowledge on the extent to which public health organizations utilize these platforms effectively to promote active lifestyles among older adults. The proposed dissertation aimed to fill these research gaps by examining how public health organizations could better integrate sport participation into their social media messages encouraging active lifestyles. To achieve this goal, the first phase of the study (Study 1) focused on the trend how public health organizations in the United States have posted sport-related content targeting older adults on their social media over time. Specifically, I scraped and analyzed posts from five influential U.S. public health organizations' (CDC, HHS, ODPHP, APHA, NIH) official X (formerly known as Twitter) accounts. Leveraging machine learning techniques and a series of statistical analyses, I examined if: (1) public health organizations are differentiating tone (negative to positive) and appeal (rational or emotional) of their social media messages targeting older adults compared to the rest of postings; and (2) the different tone and appeal of the messages predict better reaction (i.e., higher number of replies, reposts, and likes) of postings targeting older adults and the rest of postings. In the second phase of the study (Study 2), I experimentally examined the causal effect of differently manipulated weekly sport-encouraging social media messages on older adults' sport participation. The study adopted a 2 (tone: negative vs. positive) x 2 (appeal: rational vs. emotional) between-subject factorial design, with the inclusion of pretest measures as covariates. In this study, I examined whether the effect of sport-encouraging social media messages on three major dependent variables older adults' - (1) attitudes toward sport participation, (2) behavioral intentions to sport participation, and (2) actual levels of sport participation - differ depending on two major independent variables, each with two levels (i.e., tone with negative vs. positive, appeal with rational vs. emotional), holding constant pretest scores, psychological involvement in sport, aging perception, age, gender, ethnicity, and employment status.The results of the Study 1 revealed that public health organizations' social media posts targeting older adults were significantly more positive in tone (M = 2.06, SD = 1.69) compared to posts targeting broader audiences (M = 1.47, SD = 1.96), t(1497) = 2.95, p = .003, with a small-to-moderate effect size (Cohen's d = 0.32). Posts targeting older adults predominantly employed rational appeals (85.4%) rather than emotional appeals (14.6%), a significant distribution difference confirmed by a chi-square test, χ²(1, N = 1499) = 30.57, p < .001, Cramer's V = 0.14. However, despite these differentiated messaging strategies, neither tone nor appeal significantly predicted total reactions for older adult-targeted posts (R² = .016, p = .454). This contrasts with posts that did not target older adults, where more negative tones were associated with higher engagement, β = -0.052, p < .001.In Study 2, older adults exposed to positively framed sport messages reported a slight but statistically significant improvement in their attitudes toward sport participation [F(1, 286) = 3.93, p = .048, partial η² = .014], aligning with Socioemotional Selectivity Theory's proposition that older individuals prefer positive, emotionally meaningful information (Carstensen, 1993). However, changes in behavioral intentions (p = .951) and actual sport participation (p = .656) were not statistically significant. These findings indicate that while positive messaging can shape attitudes favorably, message tone and appeal alone may be insufficient to drive immediate behavioral change.This dissertation provides significant implications across theoretical, methodological, and practical domains. Theoretically, it extends the application of Socioemotional Selectivity Theory (SST) to the realm of sport management, exploring the unique motivational shifts in older adults towards structured and competitive sport activities. Methodologically, I employed machine learning techniques and experimental designs to analyze social media data, providing a scalable approach to understanding public health communication trends and their impacts. Practically, the findings offer actionable insights for public health organizations to refine their health communication strategies which would lead to enhancing the physical, psychological, and social well-being of older adults.

English

ISBN: 9798293803903Subjects--Topical Terms:

857307
Sports management.
Subjects--Index Terms:

Health communication

Social Media Intervention for Promoting Sport Participation Among Older Adults in the United States =미국 고령자의 스포츠 참여 촉진을 위한 소셜미디어 개입 연구 /
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520 $a People are living longer, and societies are getting grayer. Recent statistics revealed that the number of individuals aged 65 and older in the U.S. has risen to 55.8 million, constituting approximately 16.8% of the total population (Caplan & Rabe, 2023). This demographic shift has significant implications for society, including increased demand for healthcare services and public health agenda. Public health organizations and scholars have consistently identified regular physical activity as a key strategy to mitigate these health issues (CDC, 2022; WHO, 2004; Jenkin et al., 2018). Regular physical activity has been shown to offer numerous benefits, such as improved cardiovascular health, enhanced muscular strength, and better bone health (Pate et al., 1995; Pratt, Epping, & Dietz, 2009). Among the various forms of physical activity, organized sport stands out for its potential to promote psychological and social well-being due to its structured, rule-based, and competitive nature (Berg et al., 2015; Eime et al., 2013). For instance, older sport participants have experienced reduced feelings of depression and loneliness (Östlund-Lagerström et al., 2015) and enhanced self-confidence and sense of belonging (Kim et al., 2020).Despite the distinct capacity of sport in promoting the well-being of older adults, significant research gaps remain in supporting public health organizations' efforts to promote older adults' active lifestyle through sport participation. There has been a dearth of studies incorporating theories that reflect the unique psychological and social needs of older adults. While Socioemotional Selectivity Theory (SST; Carstensen, 1993) provides a robust foundation for understanding older adults' motivational shifts toward emotionally significant goals, its application has been limited to general physical activity promotion (Li, Cheng & Fung, 2013; Notthoff et al., 2016). In addition, notwithstanding the extensive reach, cost-effectiveness, and rapid feedback capabilities of social media (Heldman, Schindelar, & Weaver, 2013; Stark, Geukes, & Dockweiler, 2022), there is limited knowledge on the extent to which public health organizations utilize these platforms effectively to promote active lifestyles among older adults. The proposed dissertation aimed to fill these research gaps by examining how public health organizations could better integrate sport participation into their social media messages encouraging active lifestyles. To achieve this goal, the first phase of the study (Study 1) focused on the trend how public health organizations in the United States have posted sport-related content targeting older adults on their social media over time. Specifically, I scraped and analyzed posts from five influential U.S. public health organizations' (CDC, HHS, ODPHP, APHA, NIH) official X (formerly known as Twitter) accounts. Leveraging machine learning techniques and a series of statistical analyses, I examined if: (1) public health organizations are differentiating tone (negative to positive) and appeal (rational or emotional) of their social media messages targeting older adults compared to the rest of postings; and (2) the different tone and appeal of the messages predict better reaction (i.e., higher number of replies, reposts, and likes) of postings targeting older adults and the rest of postings. In the second phase of the study (Study 2), I experimentally examined the causal effect of differently manipulated weekly sport-encouraging social media messages on older adults' sport participation. The study adopted a 2 (tone: negative vs. positive) x 2 (appeal: rational vs. emotional) between-subject factorial design, with the inclusion of pretest measures as covariates. In this study, I examined whether the effect of sport-encouraging social media messages on three major dependent variables older adults' - (1) attitudes toward sport participation, (2) behavioral intentions to sport participation, and (2) actual levels of sport participation - differ depending on two major independent variables, each with two levels (i.e., tone with negative vs. positive, appeal with rational vs. emotional), holding constant pretest scores, psychological involvement in sport, aging perception, age, gender, ethnicity, and employment status.The results of the Study 1 revealed that public health organizations' social media posts targeting older adults were significantly more positive in tone (M = 2.06, SD = 1.69) compared to posts targeting broader audiences (M = 1.47, SD = 1.96), t(1497) = 2.95, p = .003, with a small-to-moderate effect size (Cohen's d = 0.32). Posts targeting older adults predominantly employed rational appeals (85.4%) rather than emotional appeals (14.6%), a significant distribution difference confirmed by a chi-square test, χ²(1, N = 1499) = 30.57, p < .001, Cramer's V = 0.14. However, despite these differentiated messaging strategies, neither tone nor appeal significantly predicted total reactions for older adult-targeted posts (R² = .016, p = .454). This contrasts with posts that did not target older adults, where more negative tones were associated with higher engagement, β = -0.052, p < .001.In Study 2, older adults exposed to positively framed sport messages reported a slight but statistically significant improvement in their attitudes toward sport participation [F(1, 286) = 3.93, p = .048, partial η² = .014], aligning with Socioemotional Selectivity Theory's proposition that older individuals prefer positive, emotionally meaningful information (Carstensen, 1993). However, changes in behavioral intentions (p = .951) and actual sport participation (p = .656) were not statistically significant. These findings indicate that while positive messaging can shape attitudes favorably, message tone and appeal alone may be insufficient to drive immediate behavioral change.This dissertation provides significant implications across theoretical, methodological, and practical domains. Theoretically, it extends the application of Socioemotional Selectivity Theory (SST) to the realm of sport management, exploring the unique motivational shifts in older adults towards structured and competitive sport activities. Methodologically, I employed machine learning techniques and experimental designs to analyze social media data, providing a scalable approach to understanding public health communication trends and their impacts. Practically, the findings offer actionable insights for public health organizations to refine their health communication strategies which would lead to enhancing the physical, psychological, and social well-being of older adults.
520 3 $a 전 세계적으로 기대수명이 증가하고 사회의 고령화가 가속화되고 있다. 최근 통계에 따르면, 미국 내 65세 이상 인구는 5,580만 명에 달하며, 이는 미국 전체 인구의 약 16.8%에 해당한다 (Caplan & Rabe, 2023). 이러한 인구학적 변화는 의료 서비스 수요 증가와 공중보건 정책에 중대한 영향을 미치고 있다.공중보건 기관과 학계는 규칙적인 신체 활동을 고령자의 건강 문제를 완화하는 핵심 전략으로 제시해 왔으며 (CDC, 2022; WHO, 2004; Jenkin et al., 2018), 신체 활동은 심혈관 건강 증진, 근력 강화, 골밀도 향상 등 다양한 신체적 이점을 제공하는 것으로 입증되었다 (Pate et al., 1995; Pratt, Epping, & Dietz, 2009). 특히, 조직화된 스포츠는 규칙과 경쟁 기반의 특성으로 인해 심리적·사회적 웰빙 증진에도 기여할 수 있다 (Berg et al., 2015; Eime et al., 2013). 선행 연구에 따르면, 스포츠에 참여하는 고령자는 우울감과 외로움이 감소하고(Östlund-Lagerström et al., 2015), 자존감 및 소속감이 향상되는 긍정적 효과를 경험하는 것으로 나타났다 (Kim et al., 2020).그러나 고령자의 스포츠 참여(sport participation)를 장려하는 공중보건 기관의 노력에는 이론적 및 실천적 측면에서 여전히 연구의 공백이 존재한다. 특히, 고령자의 심리적·사회적 특성을 반영한 이론적 틀의 적용이 제한적이다. 사회정서선택이론(Socioemotional Selectivity Theory, SST; Carstensen, 1993)은 고령자의 정서적 목표 지향적 동기 변화를 설명하는 데 유용한 기반을 제공하지만, 그 적용은 일반적인 신체 활동(physical activity) 촉진에 국한되어왔다(Li, Cheng & Fung, 2013; Notthoff et al., 2016). 또한, 소셜미디어가 지닌 광범위한 도달력, 비용 효과성, 빠른 피드백 특성에도 불구하고(Heldman, Schindelar, & Weaver, 2013; Stark, Geukes, & Dockweiler, 2022), 공중보건 기관이 고령자의 신체 활동을 촉진하는 데 소셜미디어를 효과적으로 활용하고 있는지에 대한 실증적 근거는 부족한 상황이다.본 논문은 이러한 연구의 공백을 메우고자 공중보건 기관이 소셜미디어를 통해 고령자의 스포츠 참여를 어떻게 효과적으로 장려할 수 있는지를 탐구하였다. 1단계 연구(Study 1)에서는 미국 내 주요 공중보건 기관(CDC, HHS, ODPHP, APHA, NIH)의 공식 X(구 Twitter) 계정을 분석하여 고령자를 대상으로 한 스포츠 관련 게시물의 게재 추이를 살펴보았다. 머신러닝 기법과 통계 분석을 활용하여, (1) 고령자 대상 게시물이 일반 게시물과 비교해 톤(부정적-긍정적) 및 어필(이성적-감성적)에서 차별화되는지, (2) 메시지의 톤과 어필이 독자들의 반응(댓글 수, 공유 수, 좋아요 수)에 영향을 미치는지를 분석하였다.2단계 연구(Study 2)에서는 주 1회, 4주간 스포츠 참여를 장려하는 메시지를 제공하고, 메시지의 톤(긍정적 vs. 부정적)과 어필(이성적 vs. 감성적)이 고령자의 (1) 스포츠 참여에 대한 태도, (2) 스포츠 참여 행동 의도, (3) 실제 스포츠 참여 수준에 미치는 인과적 효과를 실험 설계를 통해 검증하였다. 사전 측정값, 심리적 스포츠 관여도, 노화 인식, 연령, 성별, 인종, 고용 상태를 공변량으로 통제하였다.연구 결과, 고령자 대상 게시물은 일반 게시물에 비해 유의하게 더 긍정적인 톤(M = 2.06, SD = 1.69 vs. M = 1.47, SD = 1.96, t(1497) = 2.95, p = .003, Cohen's d = 0.32)을 보였으며, 이성적 어필(85.4%)에 크게 의존하는 경향이 있었다(χ²(1, N = 1499) = 30.57, p < .001, Cramer's V = 0.14). 그러나 톤과 어필 모두 고령자 대상 게시물의 반응도를 유의하게 예측하지 못했다(R² = .016, p = .454). 반면, 비고령자 대상 게시물에서는 부정적 톤이 더 높은 반응을 이끌어내는 것으로 나타났다(β = -0.052, p < .001).실험 연구 결과, 긍정적 톤의 메시지는 고령자의 스포츠 참여에 대한 태도를 유의하게 향상시켰다(F(1, 286) = 3.93, p = .048, partial η² = .014). 이는 고령자가 정서적으로 의미 있는 정보를 선호한다는 SST의 이론적 예측과 부합한다. 그러나 행동 의도(p = .951) 및 실제 스포츠 참여 수준(p = .656)에서는 유의미한 변화가 관찰되지 않았다. 이는 긍정적 메시지가 태도 변화에는 기여할 수 있지만, 단기적인 행동 변화에는 한계가 있음을 시사한다.본 연구는 이론적, 방법론적, 실천적 측면에서 공중보건 소셜미디어 전략에 중요한 시사점을 제공한다. 이론적으로는 SST의 적용 범위를 스포츠 매니지먼트 분야로 확장하였으며, 방법론적으로는 머신러닝과 실험 설계를 활용하여 공중보건 커뮤니케이션 트렌드 분석의 확장 가능성을 제시하였다. 실천적으로는 공중보건 기관이 고령자의 신체적, 심리적, 사회적 웰빙 증진을 목표로 보다 효과적인 소셜미디어 전략을 설계하는 데 있어 실질적인 통찰를 제공한다.
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