戒烟在TikTok:消息主题,框架和来源对吸烟戒烟视频的参与的影响
Jiaxi Wu1, Jessica L Fetterman2, Jennifer Cornacchione Ross3
1Annenberg School for Communication, University of Pennsylvania, Philadelphia, PA, USA.
Journal of health communication
|August 26, 2024
概括
电子烟戒断视频中的信息主题,框架和来源显著影响了参与度. 专注于成,健康的视频以及使用可联系的来源,如前用户,为戒烟带来了积极的互动.
科学领域:
- 公共卫生 公共卫生
- 数字健康传播数字健康传播
- 社交媒体研究 社交媒体研究
背景情况:
- TikTok已经成为传播健康信息的重要平台.
- 了解参与驱动因素对于在社交媒体上有效传播公共卫生信息至关重要.
- 停止电子烟的努力需要针对像TikTok这样的数字平台制定量身定制的战略.
研究的目的:
- 分析TikTok电子烟戒断视频中的信息特征如何影响用户参与.
- 确定有效的主题,框架和来源,以在TikTok上促进戒烟.
- 要区分积极和消极的视频参与度指标.
主要方法:
- 分析了412个TikTok视频,使用了标签#quitvaping和#quittingvaping.
- 对评论进行基于方面的情绪分析,以衡量戒烟情绪.
- 负二项回归以基于消息特征的视频参与模型.
主要成果:
- 尼古丁成和身体健康的主题显著增加了积极参与 (喜欢,分享).
- 获得框架的消息和来自非正式专家或前用户的消息产生了更高的积极参与度.
- 有害的化学主题产生了混合的参与,而损失框架的效果不那么好.
结论:
- 强调成,健康益处和相关来源的消息策略对于TikTok的vaping停止是有效的.
- 获取框架的内容和同行评价提高了戒烟倡议的参与度.
- 根据TikTok的受众和平台动态量身定制内容是成功开展公共卫生活动的关键.
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