推特上的非烟草软包装的营销和看法
Joshua U Rhee1, Yicong Huang2, Aurash J Soroosh3
1Department of Population Health and Disease Prevention, Program in Public Health, College of Health Sciences, University of California, Irvine, CA, USA.
Substance use & misuse
|November 20, 2023
概括
大多数关于非烟草粗包装 (N-TBWs) 的Twitter讨论都是有机的,而不是宣传性的. 讨论N-TBWs的用户有机地比推广它们的用户有更高的社交网络潜力.
科学领域:
- 公共卫生 公共卫生
- 社交媒体分析 社交媒体分析
- 烟草产品研究 烟草产品研究
背景情况:
- 非烟草粗包装 (N-TBWs) 在2017年出现,作为传统烟草粗包装的替代品.
- 关于N-TBW及其市场存在的研究有限.
- 了解消费者认知和营销对于公共卫生战略至关重要.
研究的目的:
- 调查消费者对N-TBWs的看法.
- 分析推特上N-TBWs的营销格局.
- 评估围绕N-TBWs的在线讨论的性质.
主要方法:
- 从2017年1月到2021年11月,收集了149,343条与N-TBWs相关的推文.
- 利用机器学习对48,695条相关推文进行分类.
- 应用主题建模 (Dirichlet分配) 和社交网络潜力 (SNP) 分析.
主要成果:
- 89%的相关推文是有机的,非宣传性讨论.
- 有机N-TBW讨论显示用户参与度 (SNP) 高于促销讨论.
- 关键话题包括大麻的N-TBW属性,对非大麻变种的兴趣和产品营销.
结论:
- 大量的有机推特表明,N-TBW是一个新兴的市场.
- 对于N-TBW来说,可能需要大量的营销努力来获得传统雪茄产品的吸引力.
- 对N-TBW营销和消费者行为的进一步研究是有必要的.
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