Using Twitter Data to Gain Insights into E-cigarette Marketing and Locations of Use: An Infoveillance Study.
Using Twitter Data to Gain Insights into E-cigarette Marketing and Locations of Use: An Infoveillance Study.
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DOI：
10.2196/jmir.4466
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发表时间：
2015-11-06
影响因子：
7.4
通讯作者：
Porter L
中科院分区：
文献类型：
--
作者：
Kim AE;Hopper T;Simpson S;Nonnemaker J;Lieberman AJ;Hansen H;Guillory J;Porter L
近年来，电子烟和其他电子尼古丁输送设备的营销和使用呈指数级增长，部分原因是通过Twitter等社交媒体平台进行营销和口碑传播。本研究调查了2008年至2013年间Twitter上关于电子烟的帖子，以深入了解(1)销售和推广电子烟的营销趋势；(2)人们使用电子烟的地点。我们使用关键词收集了2008年7月1日至2013年2月28日期间有关电子烟的推文。将随机选择的推文子集手动编码为广告（例如，营销，广告，销售，促销）或非广告（例如，个人用户，消费者），并训练分类算法将其余数据编码为这两个类别。人工编码和自然语言处理相结合的方法被用来指示人们使用电子烟的地点。额外的元数据被用来分析那些最常发关于电子烟的推文的用户。在2008年至2013年间，我们发现了大约170万条关于电子烟的推文，其中大部分是广告（93.43%,1,559,508/1,669,123）。从2009年到2010年，有关电子烟的推文增加了十倍多，这表明电子烟的普及程度和营销力度迅速增加。推特上最常发关于电子烟的推特用户包括电子烟品牌、联盟营销人员和电子烟产品经销商。在提到特定地点的471条电子烟推文中，大多数提到在课堂上使用电子烟（39.1%,185 /471），其次是家庭/房间/床（12.5%,59/471），学校（12.1%,57/471），公共场所（8.7%,41/471），浴室（5.7%,27/471）和工作（4.5%,21/471）。Twitter正被不同类型的实体用来推广电子烟，在线市场比线下产品和广告策略更多样化。电子烟也在学校等公共场所使用，这突显了教育和执行禁止在公共场所使用电子烟的政策的必要性。推特数据可以为电子烟提供新的见解，有助于为未来的研究、监管、监督和执法工作提供信息。
Marketing and use of electronic cigarettes (e-cigarettes) and other electronic nicotine delivery devices have increased exponentially in recent years fueled, in part, by marketing and word-of-mouth communications via social media platforms, such as Twitter. This study examines Twitter posts about e-cigarettes between 2008 and 2013 to gain insights into (1) marketing trends for selling and promoting e-cigarettes and (2) locations where people use e-cigarettes. We used keywords to gather tweets about e-cigarettes between July 1, 2008 and February 28, 2013. A randomly selected subset of tweets was manually coded as advertising (eg, marketing, advertising, sales, promotion) or nonadvertising (eg, individual users, consumers), and classification algorithms were trained to code the remaining data into these 2 categories. A combination of manual coding and natural language processing methods was used to indicate locations where people used e-cigarettes. Additional metadata were used to generate insights about users who tweeted most frequently about e-cigarettes. We identified approximately 1.7 million tweets about e-cigarettes between 2008 and 2013, with the majority of these tweets being advertising (93.43%, 1,559,508/1,669,123). Tweets about e-cigarettes increased more than tenfold between 2009 and 2010, suggesting a rapid increase in the popularity of e-cigarettes and marketing efforts. The Twitter handles tweeting most frequently about e-cigarettes were a mixture of e-cigarette brands, affiliate marketers, and resellers of e-cigarette products. Of the 471 e-cigarette tweets mentioning a specific place, most mentioned e-cigarette use in class (39.1%, 184/471) followed by home/room/bed (12.5%, 59/471), school (12.1%, 57/471), in public (8.7%, 41/471), the bathroom (5.7%, 27/471), and at work (4.5%, 21/471). Twitter is being used to promote e-cigarettes by different types of entities and the online marketplace is more diverse than offline product offerings and advertising strategies. E-cigarettes are also being used in public places, such as schools, underscoring the need for education and enforcement of policies banning e-cigarette use in public places. Twitter data can provide new insights on e-cigarettes to help inform future research, regulations, surveillance, and enforcement efforts.