Background: Despite implementation efforts, most anxious youth do not receive evidence-based treatment. Dissemination initiatives can increase consumer knowledge of evidence-based treatments. Opinion leaders (OLs) have been used in public health campaigns, but this strategy has not been examined for the dissemination of mental health treatments. This study uses the theory of planned behavior to test the dissemination strategies of (1) involving an OL and (2) using an educational presentation to increase caregiver demand for CBT for youth anxiety. Methods: Participants (N=262; 92% Female; 69% White, 82% non-Hispanic) were caregivers who registered for a virtual presentation on youth anxiety and how to seek treatment. Caregivers were cluster-randomized by school (N=25) to the OL condition (presented by a clinical researcher and local caregiver OL) or the researcher-only condition (presented by two clinical researchers). Presentations occurred from May 2021-May 2022. Measures were completed pre- and post-presentation, and at three-month follow-up. Results: One hundred and nine participants attended the presentations. Relative to the researcher co-presenter, participants rated the OL as significantly more relatable, familiar, similar, and understanding of their community, but significantly less credible. Across conditions, there was a significant increase in participants’ (a) knowledge of, (b) subjective norms related to, and (c) intention to seek CBT for youth anxiety, but no change in stigma or attitudes about CBT. Presentation conditions did not differ in change on these measures, or on rates of seeking youth anxiety CBT at three-month follow-up. Conclusion: Although involvement of a caregiver OL did not increase caregiver demand for EBT for youth anxiety, the overall outreach presentation was an effective dissemination strategy. Involving OLs may not be necessary for all consumer audiences, but may be beneficial for individuals with higher levels of stigma or scientific skepticism than participants in this study. / Psychology

The present empirical study examined factors that affect the acceptance and use of social media platforms by farmers and vendors in farmers’ communities in North Mississippi for marketing their small farm businesses. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), structural equations modeling was used to examine several relationships: (1) the influence of performance expectancy (PE) on behavioral intention (BI) to use social media; (2) the influence of effort expectancy (EE) on BI; (3) the influence of social influence (SI) on BI; (4) the influence of facilitating conditions (FC) on actual use (USE) of social media; (5) the moderating influence of gender on the PE–BI, EE–BI, and SI-BI relationships; (6) the moderating influence of age on the PE–BI, EE–BI, SI-BI, and FC–USE relationships; and (7) the moderating influence of experience using social media on the EE–BI, SI-BI, and FC–USE relationships. Results from 169 respondents who completed questionnaires indicated that PE, EE, SI, and FC (key constructs) did predict farmers and vendors’ BI to use social media and actual USE of social media for marketing their small farm businesses and agriproducts. Respondents’ characteristics (e.g., age, gender, social media experience) did moderate some of these relationships in different ways. Thus, the present study provided additional empirical support for UTAUT. Additionally, responses to questions that assessed constructs in UTAUT suggest that respondents are open to social media as a marketing tool for their small farm businesses. Other results indicated that farmers and vendors prefer to market their products through farmers markets and community supported agriculture groups as compared to retail outlets and noted barriers present in retail marketing channels. This study provides information that will be beneficial for the development of educational programs and contributes to the literature on the factors affecting farmers’ intention to use social media to promote agriproducts to connect new markets.