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Reach of Messages in a Dental Twitter Network: Cohort Study Examining User Popularity, Communication Pattern, and
Maha El Tantawi1, Asim Al-Ansari1, Abdulelah AlSubaie1
1Department of Preventive Dental Sciences, College of Dentistry, Imam Abdulrahman Bin Faisal University, Dammam, Saudi Arabia.
Journal of Medical Internet Research
|September 15, 2018
Summary
This study on dental Twitter networks found that user popularity metrics like followers and likes boosted message reach initially. However, network-level factors, like fewer followers, were key for sustained reach in health education campaigns.
Area of Science:
- Social Media Analytics
- Network Science
- Public Health Communication
Background:
- Effective Twitter-based health education campaigns rely on maximizing message reach.
- Understanding factors influencing message dissemination is crucial for campaign success.
Purpose of the Study:
- To identify individual and network-level factors associated with message reach in a Saudi dental Twitter network.
- To analyze reach initially and sustainably over time.
Main Methods:
- Utilized Twitter data from a Saudi dental school (2016-2017).
- Employed social network analysis (Gephi) and content analysis to assess user and network metrics.
- Applied multiple logistic regression to determine factors associated with reach.
Main Results:
- Individual reach was associated with followers, likes, and replies, though this diminished over time.
- Network-level analysis revealed that users with fewer followers, tweets, retweets, and replies achieved greater reach.
- Initial reach was 31.8%, increasing to 62.9% by study end, but the absolute number of reached users significantly decreased.
Conclusions:
- Message reach on Twitter decreases over time.
- User-level and network-level factors influencing reach differ and require distinct strategies.
- A multi-faceted approach is necessary to optimize reach in Twitter health education campaigns.
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