A cross-sectional examination of marketing of electronic cigarettes on Twitter.
A cross-sectional examination of marketing of electronic cigarettes on Twitter.
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DOI：
10.1136/tobaccocontrol-2014-051551
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发表时间：
2014-07
期刊：
影响因子：
5.2
通讯作者：
Emery SL
中科院分区：
文献类型：
--
作者：
Huang J;Kornfield R;Szczypka G;Emery SL
电子烟营销的快速增长与近年来电子烟使用的增长不谋而合；然而，人们对电子烟如何在社交媒体平台上进行营销知之甚少。在2012年5月1日至2012年6月30日期间，使用关键词从Twitter Firehose收集与电子烟相关的推文。推文被编码为提及戒烟以及健康和安全，并使用朴素贝叶斯机器学习方法、关键字算法和人类编码的组合被分类为商业性或非商业性(有机)推文。与每条推文相关的元数据被用来检查关于电子烟的推文账户的特征。在研究期间，捕获了73条与电子烟相关的 672条推文，其中90%被归类为商业推文。推特上发布商业电子烟内容的账户与Klout得分较低有关，Klout得分是衡量影响力的一种指标。商业推文在很大程度上是由一小群高度活跃的账户推动的，94%的商业推文包含网站链接，其中许多网站销售或推广电子烟。大约10%的商业和有机推文提到戒烟，34%的商业推文提到电子烟的价格或折扣。推特似乎是电子烟的一个重要营销平台。与电子烟相关的推文绝大多数是商业推文，其中相当大一部分提到戒烟。推特上的电子烟营销可能会对公共健康产生影响。需要继续监控社交媒体平台上的电子烟营销。
Rapid increases in marketing of e-cigarettes coincide with growth in e-cigarette use in recent years; however, little is known about how e-cigarettes are marketed on social media platforms. Keywords were used to collect tweets related to e-cigarettes from the Twitter Firehose between 1 May 2012 and 30 June 2012. Tweets were coded for smoking cessation mentions, as well as health and safety mentions, and were classified as commercial or non-commercial (‘organic’) tweets using a combination of Naïve Bayes machine learning methods, keyword algorithms and human coding. Metadata associated with each tweet were used to examine the characteristics of accounts tweeting about e-cigarettes. 73 672 tweets related to e-cigarettes were captured in the study period, 90% of which were classified as commercial tweets. Accounts tweeting commercial e-cigarette content were associated with lower Klout scores, a measure of influence. Commercial tweeting was largely driven by a small group of highly active accounts, and 94% of commercial tweets included links to websites, many of which sell or promote e-cigarettes. Approximately 10% of commercial and organic tweets mentioned smoking cessation, and 34% of commercial tweets included mentions of prices or discounts for e-cigarettes. Twitter appears to be an important marketing platform for e-cigarettes. Tweets related to e-cigarettes were overwhelmingly commercial, and a substantial proportion mentioned smoking cessation. E-cigarette marketing on Twitter may have public health implications. Continued surveillance of e-cigarette marketing on social media platforms is needed.
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