制定有效的健康呼吁:在社交媒体上放大烟草控制信息的语言和来源可信度
Dhruven R Zala1, Athi Karthick V2, Arun Sreekumar3
1Information Management and Analytics, S P Jain Institute of Management and Research, Mumbai, Maharashtra, India.
Health marketing quarterly
|May 17, 2025
概括
基于恐惧和语言复杂的社交媒体帖子有效地放大了烟草控制信息. 基于信任的呼吁效果较差,尤其是来自可信来源的呼吁,这凸显了战略信息框架的必要性.
科学领域:
- 公共卫生 公共卫生
- 社交媒体分析 社交媒体分析
- 行为科学 行为科学
背景情况:
- 社交媒体扩大了公共卫生信息,对烟草控制战略至关重要.
- 了解信息框架对传播的影响,是改变行为的关键.
研究的目的:
- 评估基于恐惧,基于信任和语言复杂的框架在烟草控制社交媒体帖子中的放大效果.
- 为了比较可信来源与一般来源的框架有效性.
主要方法:
- 通过使用自然语言处理,分析了来自102个账户的42,261条推文.
- 基于消息框架和来源可信度的转发放大量的量化.
主要成果:
- 基于恐惧 (38.75%) 和复杂 (31.53%) 的呼吁显著增加了转发.
- 基于信任的呼吁减少了37.28%的转发.
- 可信来源放大了基于恐惧 (69.58%) 和基于信任 (58.98%) 的呼吁,但减少了复杂信息放大 (-11.01%).
结论:
- 控制烟草信息的战略框架对于最大限度地扩大社交媒体扩大至关重要.
- 消息框架的有效性取决于来源的可信度.
- 在这种情况下,恐惧和语言复杂性是比基于信任的呼吁更有效的放大策略.
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