Comunicación para la prevención de cáncer de piel: un análisis del uso de Facebook para la comunicación de salud en España

Translated title of the contribution: Communication for skin cancer prevention: an analysis of the use of Facebook for health communication in Spain

Lara Jiménez Sánchez, Ángeles Moreno, Ileana Zeler

Research output: Contribution to journalArticleResearchpeer-review

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Abstract

Skin cancer is one of the most lethal types of cancer worldwide. An increase in occurrence and mortality is expected in Spain if adequate measures are not taken to educate the population about the importance of photoprotection. In this regard, social media has become a crucial channel of information for promoting healthy habits. The aim of this study is to examine the communication of photosafety information via Facebook in Spain by the main organisations involved in this work. The study uses first and second-level agenda setting theory to explore the content published in 2022 during the safety campaigns conducted by the organisations on their social media profiles. The findings indicate a prevalence of content related to photoprotection (344%) and a majority focus on the causes of skin cancer (55.4%).
Translated title of the contributionCommunication for skin cancer prevention: an analysis of the use of Facebook for health communication in Spain
Original languageSpanish
Pages (from-to)78-94
Number of pages17
JournalRedmarka. Revista de Marketing Aplicado
Volume27
Issue number1
DOIs
Publication statusPublished - 26 Jun 2023

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