Operation transformation: facebook's role in shifting participants from behavioural intention to behavioural commitment

Abstract

‘Operation Transformation’ is an Irish programme that challenges five overweight people to transform their health in eight weeks, with a psychologist, nutritionist, general practitioner and fitness advisor providing assistance. It is a novel concept in Ireland, perhaps most so due to the community that has emerged both offline and online. The ‘Operation Transformation’ Facebook page has over 175,000 fans who frequently engage with one another, offering support and motivation. This community-based aspect is unrivalled in its effectiveness at generating positive behaviour change. Only anecdotal evidence suggested that the social support provided by Facebook had an impact on followers’ behavioural change. This research investigated if the Facebook page facilitated follower movement from behavioural intention to behavioural commitment, using online self-selection questionnaires to collect data. Validated behavioural statements were drawn from the behavioural Processes of Change and included in the questionnaire along with demographic, health and Facebook behaviour measures. 1700 responses were collected and analysed through descriptive statistics, ANOVAs, Cronbach’s Alpha and Two-Step cluster analysis. The cluster analysis revealed four distinct clusters, two of which (‘True Transformers’ and ‘Flighty Facebookers’) displayed commitment to the Facebook page and higher behavioural change. Of the five behavioural Processes of Change, Self-liberation (M = 7.76, S.D. = 2.7) and Helping Relationships (M = 9.99, SD = 3.53) scored highest, and were most supported by the clusters committed to Facebook. This indicates that the Facebook page ultimately did provide the social support to have an impact on behaviour change, which should leverage its use in health interventions.