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探索 #Zyn 相关的视频内容 由 Zynfluencers 在 TikTok 上发布的视频内容
Samia Amin1,2, Wayne Buente3, Jerel-Dayne Duque1
1Population Sciences Program, University of Hawai'i Cancer Center, University of Hawai'i at Manoa, Honolulu, Hawai'i, USA.
Substance use & misuse
|February 17, 2026
概括
社交媒体的影响者在TikTok上推广Zyn (口服尼古丁袋). 宏观影响者分享更高质量的内容,而微观影响者推动参与并讨论健康风险,可能减少Zyn的滥用.
科学领域:
- 社交媒体营销和公共卫生传播.
- 数字内容和用户参与度量的分析.
背景情况:
- 口服尼古丁袋,如Zyn,越来越受欢迎.
- 这些产品的营销策略大量利用社交媒体影响者.
研究的目的:
- 分析标签为#Zyn.的TikTok视频的内容和参与度.
- 通过不同级别 (宏观,微观,纳米) 的影响者来比较内容和参与度.
主要方法:
- 使用诱导编码分析了标签为#Zyn的130个TikTok视频.
- 视频根据影响者大小 (宏观,微观,纳米) 分类.
- 内容质量使用全球质量表和修改后的DISCERN尺度进行评估;参与度指标进行分析.
主要成果:
- 宏观影响者制作了更长,更高质量的视频,经常将Zyn定位为更安全的替代品.
- 微型影响者参与度最高,并提供促销激励措施;他们还报告了最广泛的不良健康影响.
- 纳米影响者使用meme最频繁,质量评分最低;健康警告在微型和纳米影响者内容中很常见.
结论:
- 宏观影响者可以传播有关尼古丁产品的准确健康信息.
- 微型和纳米影响者可以增强观众的互动,并沟通与Zyn.相关的健康风险.
- 战略影响者参与可以扩大覆盖范围,减少产品吸引力,并减轻滥用.
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