Communication Strategies for Tick-Borne Disease Prevention Among US Cattle Producers: Quasi Experimental Study on Message Framing and Source Credibility

Haemaphysalis longicornis (Asian longhorned tick) presents a growing threat to cattle health in the United States, causing anemia, weight loss, and even death. Despite the expanding distribution of this tick and the need for prevention, there is limited research on how to effectively communicate tick-borne disease risks to agricultural communities, particularly cattle producers. Social media represents a potentially impactful channel for risk communication; however, its utility and optimal message design for this population remain insufficiently understood.This study aimed to evaluate the effectiveness of various digital communication strategies in influencing US cattle producers’ engagement, risk perceptions, and self-reported preventive intentions regarding tick-borne diseases.