保护历史边缘化群体还是有针对性的营销? 个人参与公开和受保护的雪茄品牌推特的计算分析
Jiaxi Wu1, Lynsie R Ranker2, Juan Manuel Origgi3
1Annenberg School for Communication, University of Pennsylvania, Philadelphia, PA, USA.
Drug and alcohol dependence
|December 17, 2024
概括
斯威瑟甜点的受保护的推特账户没有阻止未成年人的参与,并且可能增加了黑人个人之间的参与,特别是在风味产品方面. 需要对社交媒体烟草营销进行更严格的监管.
科学领域:
- 社会科学 社会科学 社会科学
- 公共卫生 公共卫生
- 沟通研究 沟通研究
背景情况:
- 一个主要的烟草品牌Swisher Sweets通过将其帐户设置为受保护状态来限制访问其Twitter内容.
- 这项行动旨在了解对用户参与的影响,并为社交媒体平台上的烟草推广法规提供信息.
研究的目的:
- 分析Swisher Sweets受保护的Twitter状态如何影响对其帖子的参与.
- 在回复公众与受保护的推特中识别人口统计模式和内容主题.
主要方法:
- 使用自然语言处理来预测回复Swisher Sweets推文的用户人口统计数据.
- 包括曼-惠特尼U测试和混合效应后勤回归在内的统计分析,比较了公开和受保护的推特类型之间的参与.
- 奇方位分析检查了回复中的风味相关术语的频率.
主要成果:
- 16%的回答者预计年龄在21岁以下,65%是黑人.
- 在公开和受保护的推特之间,在总体回复数量上没有明显的差异.
- 黑人个体对受保护的推特的参与度显著高 (OR=2.61),对受保护的推特的回复更频繁地提到了风味.
结论:
- 保护地位在防止21岁以下的个人参与活动方面无效.
- 该策略可能无意中促进了针对黑人个人的有针对性的营销,特别是在调味烟草产品方面.
- 更强大的年龄验证和监管监督对于社交媒体烟草营销至关重要.
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