Public Response to a Social Media Tobacco Prevention Campaign: Content Analysis.

ABSTRACT:

Background

Prior research suggests that social media-based public health campaigns are often targeted by countercampaigns.

Objective

Using reactance theory as the theoretical framework, this research characterizes the nature of public response to tobacco prevention messages disseminated via a social media-based campaign. We also examine whether agreement with the prevention messages is associated with comment tone and nature of the contribution to the overall discussion.

Methods

User comments to tobacco prevention messages, posted between April 19, 2017 and July 12, 2017, were extracted from Twitter, Facebook, and Instagram. Two coders categorized comments in terms of tone, agreement with message, nature of contribution, mentions of government agency and regulation, p

SUBMITTER: Majmundar A 

PROVIDER: S-EPMC7752523 | biostudies-literature | 2020 Dec

REPOSITORIES: biostudies-literature