Heating Up: How Early Twitter Marketing Gave Rise to Organic Word-of-Mouth About Heated Tobacco Products.
Heating Up: How Early Twitter Marketing Gave Rise to Organic Word-of-Mouth About Heated Tobacco Products.
复制标题
DOI：
10.1177/20563051221141851
复制
发表时间：
2022-10
影响因子：
5.2
通讯作者：
Schillo, Barbara
中科院分区：
文献类型：
--
作者：
Kostygina, Ganna;Tran, Hy;Kim, Yoonsang;Czaplicki, Lauren;Kierstead, Elexis;Kreslake, Jennifer;Emery, Sherry;Schillo, Barbara
社交媒体是新兴烟草产品的重要营销平台。加热烟草制品（htp）作为潜在的低暴露烟草制品已在美国有限数量的地方测试市场推出。htp可以用来加热烟草和大麻。然而，由于越来越多的数字媒体对这些产品的推广，公众的知识和购买机会可能会延伸到测试市场之外。关于http社交媒体推广的研究很少。本研究的目的是评估Twitter上与http相关的消息的数量和特征内容。我们使用关键字规则从2016年8月1日至2021年7月31日的Twitter历史Powertrack中收集与http相关的帖子。将机器学习方法和人类编码相结合，对帖子的类型（有机、商业）、促销策略（例如折扣、活动促销）和大麻共同使用提到进行编码。关键词过滤器在数据收集期间捕获了121,012条相关推文，其中46,013条（38.02%）推文具有商业内容。调查结果显示，从2016年8月到2021年7月，每月的短信量增加了两倍。有机推文的比例从2016年8月的29%上升到2021年7月的73.5%。大约20.6%的推文提到了大麻，5243条（4.3%）包含了在线零售商的链接。促销推文以活动推广、折扣、减少伤害呼吁和时尚呼吁为特色。烟草控制和物质使用预防举措应包括努力监测社交媒体在促进有机口碑和使新型烟草制品正常化方面的作用。
Social media are an important marketing platform for emerging tobacco products. Heated tobacco products (HTPs) have been introduced in a limited number of local test markets in the United States as potentially reduced-exposure tobacco products. HTPs can be used to heat tobacco as well as marijuana. However, due to growing digital media promotion of these products, it is possible that public knowledge and purchasing opportunities extend beyond test markets. Research on HTP social media promotion is sparse. The objective of the present study is to assess the amount and characterize the content of HTP-related messages on Twitter. We used keyword rules to collect HTP-related posts from the Twitter Historical Powertrack from 1 August 2016 to 31 July 2021. Posts were coded for type (organic, commercial), promotional strategies (e.g., discounts, event promotion), and marijuana co-use mentions using a combination of machine learning methods and human coding. Keyword filters captured 121,012 relevant tweets posted over the period of data collection, with 46,013 (38.02%) tweets featuring commercial content. Findings revealed that there was a two-fold increase in the monthly volume of messages from August 2016 to July 2021. The proportion of organic tweets increased from 29% of all tweets in August 2016 to 73.5% in July 2021. Approximately 20.6% of tweets included mentions of marijuana, and 5,243 posts (4.3%) contained links to online retailers. Promotional tweets featured event promotion, discounts, reduced harm appeals, and fashion appeals. Tobacco control and substance use prevention initiatives should include efforts to monitor the role of social media in promoting organic word-of-mouth and normalizing novel tobacco products.
登录
查看更多内容
影响因子：
5.5
作者：
Corey CG;Dube SR;Ambrose BK;King BA;Apelberg BJ;Husten CG
通讯作者：
Husten CG
影响因子：
5.2
作者：
Huang J;Duan Z;Kwok J;Binns S;Vera LE;Kim Y;Szczypka G;Emery SL
通讯作者：
Emery SL
影响因子：
5
作者：
Godes, D;Mayzlin, D
通讯作者：
Mayzlin, D
影响因子：
12.7
作者：
Jiang, Nan;Ling, Pamela M.
通讯作者：
Ling, Pamela M.
影响因子：
6.1
作者：
Berger, Jonah;Schwartz, Eric M.
通讯作者：
Schwartz, Eric M.