电子烟在Instagram上:通过澳大利亚vaping影响者探索vape内容
Jonine Jancey1, Renee N Carey2, Becky Freeman3
1Collaboration for Evidence, Research and Impact in Public Health, Faculty of Health Sciences, Curtin University, Bentley, Australia.
Tobacco induced diseases
|January 22, 2024
概括
电子烟在Instagram上得到了大量宣传,许多内容可能违反了Meta的政策. 需要加强监管,以制这些有害产品的在线营销.
科学领域:
- 公共卫生 公共卫生
- 社会媒体研究 社交媒体研究
- 数字营销 数字营销 数字营销
背景情况:
- 电子烟 (e-cigarettes) 越来越多地通过社交媒体平台进行营销.
- 用户生成的内容和影响者在电子烟推广中发挥着重要作用.
- 对电子烟广告的平台政策的执行日益令人担忧.
研究的目的:
- 在Instagram上调查电子烟推广策略.
- 评估Meta限制产品和服务政策的执行程度.
- 分析与vaping相关的用户生成的内容.
主要方法:
- 使用一个案例研究方法,专注于一个澳大利亚的Instagram影响者.
- 分析了855个由影响者关注的账户,确定了369个以vaping为重点的账户.
- 两个程序员分析了以vaping为中心的账户的内容,以寻找情绪和政策违规行为.
主要成果:
- 所有分析的电子烟含量 (100%) 都表现出积极的情绪.
- 34.4%的账户与其他在线社区共享重点,表明内容透.
- 17.3%的账户可能通过促进交易 (购买,出售,抽奖,赠送) 违反了Meta的政策.
结论:
- 支持vaping的内容可以在Instagram上轻松访问.
- 很大一部分内容似乎违反了有关电子烟交易的平台政策.
- 加强监管和执法对于减轻在线推广电子烟至关重要.
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