Factors Associated With Increased Dissemination of Positive Mental Health Messaging On Social Media.


The dissemination of positive messages about mental health is a key goal of organizations and individuals. Our aim was to examine factors that predict increased dissemination of such messages. We analyzed 10,998 positive messages authored on Twitter and studied factors associated with messages that are shared (re-tweeted) using logistic regression. Characteristics of the account, message, linguistic style, sentiment, and topic were examined. Less than one third of positive messages (31.7%) were shared at least once. In adjusted models, accounts that posted a greater number of messages were less likely to have any single message shared. Messages about military-related topics were 60% more likely to be shared (adjusted odds ratio [AOR] = 1.6, 95% CI [1.1, 2.1]) as well as messages containing achievement-related keywords (AOR = 1.6, 95% CI [1.3, 1.9]). Conversely, positive messages explicitly addressing eating/food, appearance, and sad affective states were less likely to be shared. Multiple other message characteristics influenced sharing. Only messages on a single platform and over a focused period of time were analyzed. A knowledge of factors affecting dissemination of positive mental health messages may aid organizations and individuals seeking to promote such messages online.