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Research
Zika pandemic online trends, incidence and health risk communication: a time trend study
  1. Gbenga Adebayo1,
  2. Yehuda Neumark1,
  3. Anat Gesser-Edelsburg2,
  4. Wiessam Abu Ahmad1,
  5. Hagai Levine1
  1. 1 Hebrew University-Hadassah Braun School of Public Health and Community Medicine, Jerusalem, Israel
  2. 2 School of Public Health, University of Haifa, Haifa, Israel
  1. Correspondence to Dr Gbenga Adebayo; gbenga.adebayo{at}mail.huji.ac.il

Abstract

Objectives We aimed to describe the online search trends of Zika and examine their association with Zika incidence, assess the content of Zika-related press releases issued by leading health authorities and examine the association between online trends and press release timing.

Design Using Google Trends, the 1 May 2015 to 30 May 2016 online trends of Zika and associated search terms were studied globally and in the five countries with the highest numbers of suspected cases. Correlations were then examined between online trends and Zika incidence in these countries. All Zika-related press releases issued by WHO/Pan America Health Organization (PAHO) and Centers for Disease Control and Prevention (CDC) during the study period were assessed for transparency, uncertainty and audience segmentation. Witte's Extended Parallel Process Model was applied to assess self-efficacy, response efficacy, susceptibility and severity. AutoRegressive Integrated Moving Average with an eXogenous predictor variable (ARIMAX) (p,d,q) regression modelling was used to quantify the association between online trends and the timing of press releases.

Results Globally, Zika online search trends were low until the beginning of 2016, when interest rose steeply. Strong correlations (r=0.748–0.922; p<0.001) were observed between online trends and the number of suspected Zika cases in four of the five countries studied. Compared with press releases issued by WHO/PAHO, CDC press releases were significantly more likely to provide contact details and links to other resources, include figures/graphs, be risk-advisory in nature and be more readable and briefer. ARIMAX modelling results indicate that online trends preceded by 1 week press releases by WHO (stationary-R2=0.345; p<0.001) and CDC (stationary-R2=0.318; p=0.014).

Conclusions These results suggest that online trends can aid in pandemic surveillance. Identification of shortcomings in the content and timing of Zika press releases can help guide health communication efforts in the current pandemic and future public health emergencies.

  • zika virus
  • pandemic
  • health communication
  • online systems
  • internet
  • social media
  • public health surveillance and communicable disease

This is an Open Access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited and the use is non-commercial. See: http://creativecommons.org/licenses/by-nc/4.0/

https://doi.org/10.1136/bmjgh-2017-000296

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    Footnotes

    • Contributors GA designed the study. Bore responsibility for literature search, figures, data collection and analysis, data interpretation, writing and critical revision of the manuscript for important intellectual content.

      YN oversaw research. Designed the study. Contributed to literature search, figures, data analysis, data interpretation, writing and critical revision of the manuscript for important intellectual content.

      AG-E contributed to study design, data interpretation, writing and critical revision of the manuscript for important intellectual content.

      WAA contributed to data analysis, data interpretation and critical revision of the manuscript for important intellectual content.

      HL conceived the study. Oversaw research. Designed the study. Contributed to literature search, figures, data analysis, data interpretation, writing and critical revision of the manuscript for important intellectual content.

    • Competing interests This research was conducted in the framework of Gbenga Adebayo's International MPH thesis at the Hebrew University-Hadassah Braun School of Public Health and Community Medicine, under the guidance of Dr Hagai Levine and Professor Yehuda Neumark. His studies were supported by a Pears Foundation scholarship.

    • Provenance and peer review Not commissioned; externally peer reviewed.

    • Data sharing statement Full dataset is available upon request from the corresponding author.