Real-time Twitter interactions during World Breastfeeding Week: A case study and social network analysis.

ABSTRACT: Using Twitter to implement public health awareness campaigns is on the rise, but campaign monitoring and evaluation are largely dependent on basic Twitter Analytics. To establish the potential of social network theory-based metrics in better understanding public health campaigns, we analyzed real-time user interactions on Twitter during the 2020 World Breastfeeding Week (WBW) as an exemplar case. Social network analysis (SNA), including community and influencer identification, as well as topic modeling were used to compare the activity of n = 29,958 campaign participants and n = 10,694 reference users from the six-months pre-campaign period. Users formed more inter-connected relationships during the campaign, retweeting and mentioning each other 46,161 times compared to 10,662 times in the

SUBMITTER: Moukarzel S 

PROVIDER: S-EPMC8007060 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature