社群媒體平台對藥物防治的協同效應分析：Facebook與Instagram的洞見

Analyzing the Synergistic Effects of Social Media Platforms on Drug Prevention: Insights from Facebook and Instagram

本研究探討Facebook與Instagram在藥物防治宣導中的成效，針對20至29歲高風險族群，結合漫畫風格與媒體特色設計教材。Facebook採線性敘事，Instagram則運用帳號標記與搜尋功能打造互動解謎遊戲。透過前後測問卷評估介入效果，涵蓋「認知」、「情感」、「環境」及「朋友」四構面。「認知」構面採Wilcoxon符號等級檢定分析相依樣本差異，其餘構面則使用二因子混合設計變異數分析。結果顯示，四構面均顯著改善，證實新媒體能提升藥物防治知識與態度。雖然兩平台無顯著差異，Facebook在資訊完整性上表現較佳，Instagram則因互動設計在參與度與記憶深化方面具優勢。此外，四構面間呈現顯著正相關，突顯協同效應，也建議未來延長追蹤時間，納入更多媒體平台，以優化介入策略並提升影響力。

This study explored the effectiveness of new media platforms, Facebook and Instagram, in drug prevention advocacy among young adults aged 20–29, a high-risk group for first-time drug use. Comic-style content was designed based on user preferences: Facebook used linear storytelling, while Instagram featured interactive puzzle-solving through tagging and search. A pre- and post-test questionnaire evaluated four dimensions—cognition, emotion, environment, and peer—using the Wilcoxon signed-rank test and Two-way Mixed Design ANOVA. Results showed significant improvements in all dimensions. Facebook was more effective for comprehensive knowledge delivery, while Instagram enhanced engagement and memory retention. The findings suggest a synergistic effect of new media strategies, contributing to more impactful drug prevention messaging.