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Exploring the factors driving higher interactions in false amber necklace posts on Facebook
Olívia Santana Jorge1, Mariana Olímpio Dos Santos Remiro1, Matheus Lotto1
1Universidade de São Paulo - USP, Bauru School of Dentistry, Department of Pediatric Dentistry, Orthodontics and Public Health, University of São Paulo, Bauru, SP, Brazil.
Brazilian Oral Research
|August 7, 2024
Summary
False health information about amber necklaces for teething is common on social media. Commercial profiles often post this content, with factors like publication time and neutral/negative sentiment driving user engagement.
Area of Science:
- Social Media Health Communication
- Misinformation Studies
- Pediatric Health
Background:
- Social media facilitates the spread of health misinformation, including unsubstantiated claims about amber necklaces for teething relief.
- These popular belief-driven posts pose potential health risks to children, despite lacking scientific evidence.
Purpose of the Study:
- To characterize Portuguese-language Facebook posts about amber necklaces for teething.
- To identify message-based factors associated with higher user interaction on these posts.
Main Methods:
- Quantitative analysis of 500 Facebook posts (August 2016-August 2021) using CrowdTangle, examining publication time, user interaction, and overperforming scores.
- Qualitative analysis by two independent investigators focusing on author profiles, motivations, and sentiment.
- Statistical evaluation using descriptive analysis, Mann-Whitney U test, chi-square test, and logistic regression models.
Main Results:
- Posts were predominantly from commercial profiles with social, psychological, and financial motivations, often expressing positive sentiment.
- Publication time (OR=2.65), regular user profiles (OR=3.30), and neutral/negative sentiment (OR=2.76) positively correlated with total interactions.
- Publication time (OR=1.65) was associated with post overperforming scores.
Conclusions:
- Facebook posts promoting amber necklaces for teething are largely driven by commercial interests aiming to market the product.
- Author profile, sentiment, and publication time are key factors influencing the engagement of false health information on Facebook.
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