100 Million Views of Electronic Cigarette YouTube Videos and Counting: Quantification, Content Evaluation, and Engagement Levels of Videos.
100 Million Views of Electronic Cigarette YouTube Videos and Counting: Quantification, Content Evaluation, and Engagement Levels of Videos.
复制标题
电子烟YouTube视频和计数的1亿视图：量化，内容评估和视频的参与度。
DOI：
10.2196/jmir.4265
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发表时间：
2016-03-18
影响因子：
7.4
通讯作者：
Emery SL
中科院分区：
文献类型：
--
作者：
Huang J;Kornfield R;Emery SL
视频分享网站YouTube已成为包括烟草产品在内的产品营销的重要渠道。它也可以作为推广电子烟的重要媒介，电子烟的普及率迅速提高，并在网上大量销售。虽然有一些研究调查了YouTube上与烟草相关的视频的有限子集，但没有一项研究探讨了电子烟视频在该平台上的整体存在。量化YouTube上与电子烟相关的视频，评估其内容，并描述这些视频的参与程度。了解YouTube上电子烟的推广和讨论可能有助于澄清该平台对消费者态度和行为的影响，并为法规提供信息。使用自动抓取程序和关键字规则，在2012年7月1日至2013年6月30日期间收集了YouTube上发布的电子烟相关视频及其相关元数据。元数据进行了分析，以描述张贴和观看时间的趋势，意见，评论和评级的数量。元数据的内容编码提及健康，安全，戒烟，促销优惠，网址，产品类型，畅销品牌，或名人代言人的名字。截至2013年6月30日，已捕获约28，000个与电子烟相关的视频。视频由大约10，000个独特的YouTube帐户发布，观看次数超过1亿次，评级超过380，000次，评论超过280，000次。截至2013年6月，每月有超过2200个新视频被上传。观看次数最多的前1%的视频占总观看次数的44%。大多数视频的文本字段提到了网站（70.11%）;许多提到了健康（13.63%），安全（10.12%），戒烟（9.22%）或顶级电子烟品牌（33.39%）。到2014年底，YouTube上与电子烟相关的视频数量预计将超过65，000个，观看次数约为1.9亿。YouTube是电子烟的主要信息共享平台。YouTube似乎被电子烟品牌不均衡地用于促销目的，我们的分析表明，用户对一小部分内容的参与度很高。有证据表明，YouTube视频宣传电子烟是戒烟工具。YouTube上电子烟视频的存在和影响值得公共卫生专业人员和政策制定者的关注。
The video-sharing website, YouTube, has become an important avenue for product marketing, including tobacco products. It may also serve as an important medium for promoting electronic cigarettes, which have rapidly increased in popularity and are heavily marketed online. While a few studies have examined a limited subset of tobacco-related videos on YouTube, none has explored e-cigarette videos’ overall presence on the platform. To quantify e-cigarette-related videos on YouTube, assess their content, and characterize levels of engagement with those videos. Understanding promotion and discussion of e-cigarettes on YouTube may help clarify the platform’s impact on consumer attitudes and behaviors and inform regulations. Using an automated crawling procedure and keyword rules, e-cigarette-related videos posted on YouTube and their associated metadata were collected between July 1, 2012, and June 30, 2013. Metadata were analyzed to describe posting and viewing time trends, number of views, comments, and ratings. Metadata were content coded for mentions of health, safety, smoking cessation, promotional offers, Web addresses, product types, top-selling brands, or names of celebrity endorsers. As of June 30, 2013, approximately 28,000 videos related to e-cigarettes were captured. Videos were posted by approximately 10,000 unique YouTube accounts, viewed more than 100 million times, rated over 380,000 times, and commented on more than 280,000 times. More than 2200 new videos were being uploaded every month by June 2013. The top 1% of most-viewed videos accounted for 44% of total views. Text fields for the majority of videos mentioned websites (70.11%); many referenced health (13.63%), safety (10.12%), smoking cessation (9.22%), or top e-cigarette brands (33.39%). The number of e-cigarette-related YouTube videos was projected to exceed 65,000 by the end of 2014, with approximately 190 million views. YouTube is a major information-sharing platform for electronic cigarettes. YouTube appears to be used unevenly for promotional purposes by e-cigarette brands, and our analyses indicated a high level of user engagement with a small subset of content. There is evidence that YouTube videos promote e-cigarettes as cigarette smoking cessation tools. Presence and reach of e-cigarette videos on YouTube warrants attention from public health professionals and policymakers.