Analysis of breast cancer organizations’ online presence in different geographical contexts
DOI:
https://doi.org/10.35669/rcys.2022.12.e294Keywords:
eHealth, cancer, breast cancer organizations, communication, social mediaAbstract
This paper contributes offers a descriptive analysis of the online activity and impact of breast cancer organizations in different geographical contexts, with different economic and technological development levels and different incidence and mortality rates, with a sample of 24 organizations from 24 countries. The analysis considers variables such as posting frequency, time of presence on the social network and number and evolution of likes, views, followers, and subscribers. The results show that the organizations from the more developed countries have an earlier and more varied presence on the online world. Disease’s incidence correlate to a certain extent with the presence of these organizations on social networks and with their reception results while mortality rate is not related to these aspects. Facebook is the most used network; however, Instagram, with better performance and a growing number of users, is a good alternative for organizations that want to strengthen their online activity. These results confirm the need to broaden the perspective of studies on the online communication of breast cancer organizations, considering underdeveloped or developing countries. This will help these organizations to develop more effective practices that, considering the increasing use of social media in these countries, might have a meaningful impact in the medium term.
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