在Instagram上推广危害健康的产品:通过香烟营销信息增强观众参与度的策略
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在PubMed上查看摘要
概括
此摘要是机器生成的。社交媒体上的雪茄产品营销使用折扣和竞赛等参与策略来提高知名度. 这些策略越来越有效,强调需要对在线烟草推广进行公共卫生监督.
科学领域
- 公共卫生
- 社交媒体营销
- 烟草控制
背景情况
- 在社交媒体上宣传有害产品,如可燃烟草, 构成了重大公共卫生挑战.
- 用于扩大在线烟草营销的曝光和参与度的策略尚不清楚.
- 雪茄,小雪茄和雪茄 (CLCC) 是特定的烟草产品,在网上有着显著的存在.
研究的目的
- 描述在Instagram上使用雪茄,小雪茄和雪茄 (CLCC) 产品的营销策略.
- 分析这些策略如何提高营销知名度,用户推和消费者参与度.
- 评估CCCC社交媒体营销中的消费者参与策略的有效性和趋势.
主要方法
- 从2016年8月到2021年10月使用CrowdTangle和关键字规则收集公开的CLC相关的Instagram帖子.
- 用机器学习和人类编码对消费者参与策略进行编码.
- 分析了使用元数据的时间参与趋势,专注于每篇文章的喜欢和评论.
主要成果
- 收集了超过32万个与CLCC相关的职位,其中44.6%被确定为商业职位.
- 33.5%的商业帖子包含了CE线索,如折扣,赠品,竞赛和呼吁行动 (喜欢,分享,标签).
- 有CE线索的商业帖子在产生喜欢和评论方面显著超过非CE帖子,随着时间的推移,评论的趋势明显上升.
结论
- 该研究表明,在Instagram上推广CLCC产品时,CE策略的广泛使用和越来越有效.
- 参与度很高,表明需要加强对社交媒体烟草营销的公共卫生监督.
- 需要监管机构的注意力,以应对在线促进CLCC营销曝光和参与的不断变化的策略.
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