Promoting Public Engagement in Palliative and End-of-Life Care Discussions on Chinese Social Media: Model Development and Analysis

Overall, organizations faced challenges in capturing public attention and involving the public when promoting PEoLC on Chinese social media platforms. It is imperative to move beyond a traditional mode to incorporate cultural elements of social media, such as engaging influencers, leveraging entertainment content and social news, or using visual elements, which can serve as effective catalysts in attracting public attention. The strategies developed in this study are particularly pertinent to nonprofit organizations and academics aiming to use social media for PEoLC campaigns, fundraising efforts, or research dissemination.