Miao Feng, Chandler C Carter, Simon Page, Sherry L Emery, Hy Tran, Ganna Kostygina
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Abstract
This study identifies and analyzes X (formerly Twitter) posts related to 14 e-cigarette use prevention campaigns from 2014 to 2020, assessing message volume, content, sources, potential reach and engagement. Using supervised machine learning, we classified 618,965 tweets, finding 43% contained opposition messaging. Two regional campaigns received the highest levels of opposition, with over 99% of related tweets classified as opposition. However, prevention/neutral messages exhibited 92% higher potential reach than opposition messages. Geolocation analysis suggested that regional campaigns may have struggled to focus their impact within targeted jurisdictions. These findings illustrate the dual role of social media as both an amplifier of prevention messages and a platform for oppositional narratives, underscoring the need for public health practitioners to develop adaptive strategies to address misinformation and enhance the impact of digital campaigns.
期刊介绍：
Journal of Health Communication: International Perspectives is the leading journal covering the full breadth of a field that focuses on the communication of health information globally. Articles feature research on: • Developments in the field of health communication; • New media, m-health and interactive health communication; • Health Literacy; • Social marketing; • Global Health; • Shared decision making and ethics; • Interpersonal and mass media communication; • Advances in health diplomacy, psychology, government, policy and education; • Government, civil society and multi-stakeholder initiatives; • Public Private partnerships and • Public Health campaigns. Global in scope, the journal seeks to advance a synergistic relationship between research and practical information. With a focus on promoting the health literacy of the individual, caregiver, provider, community, and those in the health policy, the journal presents research, progress in areas of technology and public health, ethics, politics and policy, and the application of health communication principles. The journal is selective with the highest quality social scientific research including qualitative and quantitative studies.
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