Table 1.
Selected public health issues and related search terms.
Table 2.
Final coding frame with definitions.
Table 3.
Characteristics of included Facebook pages.
Table 4.
Frequencies of types of post, communication techniques, and use of marketing elements, all pages combined (n = 5356).
Table 5.
Associations between post type, communication techniques, and use of marketing elements with engagement metrics, all pages combined.
Table 6.
Median reach, impressions, post consumers, video plays, and video views of posts with Insights data (n = 1,563).