Social Media Data Mining of Antitobacco Campaign Messages: Machine Learning Analysis of Facebook Posts.

ABSTRACT:

Background

Social media platforms provide a valuable source of public health information, as one-third of US adults seek specific health information online. Many antitobacco campaigns have recognized such trends among youth and have shifted their advertising time and effort toward digital platforms. Timely evidence is needed to inform the adaptation of antitobacco campaigns to changing social media platforms.

Objective

In this study, we conducted a content analysis of major antitobacco campaigns on Facebook using machine learning and natural language processing (NLP) methods, as well as a traditional approach, to investigate the factors that may influence effective antismoking information dissemination and user engagement.

Methods

We collected 3515 posts and 28,125 as

SUBMITTER: Lin SY 

PROVIDER: S-EPMC9972210 | biostudies-literature | 2023 Feb

REPOSITORIES: biostudies-literature