Social Listening: A Content Analysis of E-Cigarette Discussions on Twitter.
Social Listening: A Content Analysis of E-Cigarette Discussions on Twitter.
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社交聆听： Twitter 上电子烟讨论的内容分析。
DOI：
10.2196/jmir.4969
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发表时间：
2015-10-27
影响因子：
7.4
通讯作者：
Augustson E
中科院分区：
文献类型：
--
作者：
Cole-Lewis H;Pugatch J;Sanders A;Varghese A;Posada S;Yun C;Schwarz M;Augustson E
在美国，电子烟的使用有所增加，引发了公共卫生领域关于电子烟使用和监管的积极辩论。为了更好地了解电子烟态度和行为的趋势，公共卫生和传播专业人士可以转向 Twitter 等流行社交媒体平台上进行的对话。本研究的目的是使用历史 Twitter 数据进行内容分析，以确定一段时间内的关键对话趋势和模式。对从 2013 年 5 月 1 日至 2014 年 4 月 30 日期间发送的所有公开推文中选择的随机推文样本进行了 5 类内容分析，这些推文与电子烟相关的战略关键词相匹配。相关推文是从大约 10,000 条推文的随机样本中分离出来的，并根据情绪、用户描述、类型和主题进行分类。对所有类别进行描述性分析，包括单变量和双变量关联以及相关性分析，以确定模式和趋势。分析显示，从 2013 年 5 月到 2014 年 4 月，与电子烟相关的推文有所增加，其中推文总体上是积极的； 71% 的样本推文被归类为具有积极情绪。排名前两位的用户类别是普通人（65%）和电子烟社区运动的个人（16%）。这两个用户组负责大部分信息推文 (79%) 和新闻推文 (75%)，而信誉良好的新闻来源和基金会或组织合计提供了 5% 的信息推文和 12% 的新闻推文。个人观点（28%）、营销（21%）和第一人称电子烟使用或意图（20%）是三种最常见的推文类型，往往具有积极的情绪。营销是最常见的主题 (26%)，政策和政府是第二常见的主题 (20%)，其中 86% 的推文来自普通民众和电子烟社区运动的总和，而政策和政府推文中只有 5% 来自政府、信誉良好的新闻来源以及基金会或组织的总和。普通人和电子烟社区是多个流派和主题的主导力量，需要持续监测以了解趋势及其对公众舆论、电子烟使用和戒烟的影响。分析社交媒体趋势是一种有意义的方式，可以让公共卫生从业者了解当前对电子烟的看法，这项研究提供了一种可复制的方法。
Electronic cigarette (e-cigarette) use has increased in the United States, leading to active debate in the public health sphere regarding e-cigarette use and regulation. To better understand trends in e-cigarette attitudes and behaviors, public health and communication professionals can turn to the dialogue taking place on popular social media platforms such as Twitter. The objective of this study was to conduct a content analysis to identify key conversation trends and patterns over time using historical Twitter data. A 5-category content analysis was conducted on a random sample of tweets chosen from all publicly available tweets sent between May 1, 2013, and April 30, 2014, that matched strategic keywords related to e-cigarettes. Relevant tweets were isolated from the random sample of approximately 10,000 tweets and classified according to sentiment, user description, genre, and theme. Descriptive analyses including univariate and bivariate associations, as well as correlation analyses were performed on all categories in order to identify patterns and trends. The analysis revealed an increase in e-cigarette–related tweets from May 2013 through April 2014, with tweets generally being positive; 71% of the sample tweets were classified as having a positive sentiment. The top two user categories were everyday people (65%) and individuals who are part of the e-cigarette community movement (16%). These two user groups were responsible for a majority of informational (79%) and news tweets (75%), compared to reputable news sources and foundations or organizations, which combined provided 5% of informational tweets and 12% of news tweets. Personal opinion (28%), marketing (21%), and first person e-cigarette use or intent (20%) were the three most common genres of tweets, which tended to have a positive sentiment. Marketing was the most common theme (26%), and policy and government was the second most common theme (20%), with 86% of these tweets coming from everyday people and the e-cigarette community movement combined, compared to 5% of policy and government tweets coming from government, reputable news sources, and foundations or organizations combined. Everyday people and the e-cigarette community are dominant forces across several genres and themes, warranting continued monitoring to understand trends and their implications regarding public opinion, e-cigarette use, and smoking cessation. Analyzing social media trends is a meaningful way to inform public health practitioners of current sentiments regarding e-cigarettes, and this study contributes a replicable methodology.