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World Social Marketing Conference 2025

Optimising Public Health Messaging: Analysis of Type, Sentiment, and Source

Thursday, November 6, 2025 at 1:55 PM–2:15 PM CET add to calendar
Vicens Vives - Faculty of Economics
Programme Listing

This study provides a framework to develop social media messages according to sentiment and message type for different users. Attendees will gain actionable insights into which message strategies work best for different user groups such as health professionals, influencers and researchers and how to craft more effective digital health campaigns. Ideal for social marketers, public health communicators, and campaign designers, this session offers practical, data-driven guidance to help you optimise your messaging for maximum reach and impact in times of crisis and beyond.

Presenters

Sana Parveen, University College Dublin

Authors

Sana Parveen, School of Public Health, Physiotherapy and Sports Science, University College Dublin, Dublin, Ireland
Agustin Garcia Pereira, Data Science Institute, University of Galway, Galway, Ireland
Nathaly Garzon-Orjuela, School of Public Health, Physiotherapy and Sports Science, University College Dublin, Dublin, IrelandUniversity College Dublin
Patricia McHugh, J.E. Cairnes School of Business & Economics, University of Galway, Galway, Ireland
Aswathi Surendran, School of Medicine, Ollscoil na Gaillimhe – University of Galway, Galway, Ireland
Heike Vornhagen, Data Science Institute, University of Galway, Galway, Ireland
Akke Vellinga, School of Public Health, Physiotherapy and Sports Science, University College Dublin, Dublin, Ireland
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