User and Message Level Correlated of Endorsement and Engagement for HIV-related Messages on Twitter (Preprint)

2021 ◽  
Author(s):  
Stephen Bonett ◽  
Jimin Oh ◽  
Elissa Kranzler ◽  
Bruno Saconi ◽  
Robin Stevens
Keyword(s):  
Social Media ◽  
Young Adults ◽  
Hiv Prevention ◽  
Secondary Analysis ◽  
Young Men ◽  
Factors Associated ◽  
Prevention Messages ◽  
Youth And Young Adults ◽  
Social Media Platforms ◽  
The Impact

BACKGROUND Youth and young adults continue to experience high rates of HIV, and are also frequent users of social media. Social media platforms such as Twitter can bolster efforts to promote HIV prevention for these individuals, and while HIV-related messages exist on Twitter, little is known about the impact or reach of these messages for this population. OBJECTIVE This study aims to address this gap in the literature by identifying user and message characteristics that are associated with tweet endorsement (favorited) and engagement (retweeted) among youth and young men (ages 13-24). METHODS In a secondary analysis of data from a study of HIV-related messages posted by young men on Twitter, we used model selection techniques to examine user and tweet-level factors associated with tweet endorsement and engagement. RESULTS Tweets from personal user accounts garnered greater endorsement and engagement than tweets from institutional users (aOR = 3.27, 95% CI [2.75, 3.89], p < .001). High follower count was associated with increased endorsement and engagement (aOR = 1.05, 95% CI [1.04 - 1.06], p < .001); tweets that discussed STIs garnered lower endorsement and engagement (aOR = 0.59, 95% CI [0.47 – 1.74], p < .001). CONCLUSIONS Findings suggest practitioners should partner with youth to design and disseminate HIV prevention messages on social media, incorporate content that resonates with youth audiences, and work to challenge stigma and foster social norms conducive to open conversation about sex, sexuality, and health.

The Influence Of Facebook Marketing On Consumer Buying Intention Of Clothing: Evidence From Young Adults

2020 ◽  
Vol 8 (9) ◽  
pp. 37-51
Author(s):  
D. T. Kingsley Bernard ◽  
A. A. S. N. Munasinghe ◽  
I. K. R. J. Premarathne ◽  
S. Wijayarathne
Keyword(s):  
Social Media ◽  
Young Adults ◽  
Purchase Intention ◽  
Strong Relationship ◽  
Important Variable ◽  
Consumer Purchase Intention ◽  
Social Media Platforms ◽  
Comprehensive Survey ◽  
The Impact ◽  
Facebook Marketing

As a result of the rapid improvements paved through global advertising pathways, marketers have started to promote their products through social media platforms and among that; Facebook had become the most popular mode of communicating out of all. The study was conducted with the objective of comprehensively investigating the influence of Facebook marketing on consumer buying intention of clothing using evidence of young adults. Predominantly, the research focused upon identifying the superiority of Facebook as a social media communication platform and its relevant impact upon advertising. Majority of the businesses aims toward increasing the  reach, whereas Facebook users expect clear experience through Facebook rather than watching typical pop ups, web banners and adds. However,         Facebook marketing was identified to be positively and negatively influencing the companies and users. Therefore, focus was to analyze the impact to consumer’s buying intention from Facebook marketing. The companies can identify the effectiveness of the advertising and the improvement to be done. The study has undertaken a comprehensive survey to achieve the objectives of the research and those data was analyzed through component factor analysis, regression analysis and correlation coefficient. As per the results of the analysis, researchers have accomplished the stated objectives of the study. In conclusion, it was identified that there was a strong relationship between independent and dependent variables except E-WOM. Among that, Likes and sharing are the most important variables in Facebook marketing. According to outcomes, E- WOM was not an important variable, nonetheless researchers recommend focusing on E-WOM in order to convert this variable in to positive way to make better results, as previous researches stated that E-WOM can make massive impact to consumer purchase intention.  

scholarly journals An Examination of Twitter Data to Identify Risky Sexual Practices Among Youth and Young Adults in Botswana

2019 ◽  
Vol 16 (4) ◽  
pp. 656 ◽  
Author(s):  
Judith Cornelius ◽  
Anna Kennedy ◽  
Ryan Wesslen
Keyword(s):  
Young Adults ◽  
Hiv Prevention ◽  
Hiv Infection ◽  
Sexual Behaviors ◽  
Sexual Practices ◽  
Twitter Data ◽  
Significant Difference ◽  
Youth And Young Adults ◽  
Social Media Platforms ◽  
Twitter Users

Botswana has the third highest rate of HIV infection, as well as one of the highest mobile phone density rates in the world. The rate of mobile cell phone adoption has increased three-fold over the past 10 years. Due to HIV infection rates, youth and young adults are the primary target for prevention efforts. One way to improve prevention efforts is to examine how risk reduction messages are disseminated on social media platforms such as Twitter. Thus, to identify key words related to safer sex practices and HIV prevention, we examined three months of Twitter data in Botswana. 1 December 2015, was our kick off date, and we ended data collection on 29 February 2016. To gather the tweets, we searched for HIV-related terms in English and in Setswana. From the 140,240 tweets collected from 251 unique users, 576 contained HIV-related terms. A representative sample of 25 active Twitter users comprised individuals, one government site and 2 organizations. Data revealed that tweets related to HIV prevention and AIDS did not occur more frequently during the month of December when compared to January and February (t = 3.62, p > 0.05). There was no significant difference between the numbers of HIV related tweets that occurred from 1 December 2015 to 29 February 2016 (F = 32.1, p > 0.05). The tweets occurred primarily during the morning and evening hours and on Tuesdays followed by Thursdays and Fridays. The least number of tweets occurred on Sunday. The highest number of followers was associated with the Botswana government Twitter site. Twitter analytics was found to be useful in providing insight into information being tweeted regarding risky sexual behaviors.

scholarly journals Physical distancing messages targeting youth on the social media accounts of Canadian public health entities and the use of behavioral change techniques

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Sheryll Dimanlig-Cruz ◽  
Arum Han ◽  
Samantha Lancione ◽  
Omar Dewidar ◽  
Irina Podinic ◽  
...  
Keyword(s):  
Public Health ◽  
Social Media ◽  
Young Adults ◽  
Behavioral Change ◽  
Target Population ◽  
The Social ◽  
Youth And Young Adults ◽  
Social Media Platforms ◽  
Behavior Change Technique ◽  
Behavioral Change Techniques

Abstract Introduction Physical distancing (PD) is an important public health strategy to reduce the transmission of COVID-19 and has been promoted by public health authorities through social media. Although youth have a tendency to engage in high-risk behaviors that could facilitate COVID-19 transmission, there is limited research on the characteristics of PD messaging targeting this population on social media platforms with which youth frequently engage. This study examined social media posts created by Canadian public health entities (PHEs) with PD messaging aimed at youth and young adults aged 16–29 years and reported behavioral change techniques (BCTs) used in these posts. Methods A content analysis of all social media posts of Canadian PHEs from Facebook, Twitter, Instagram and YouTube were conducted from April 1st to May 31st, 2020. Posts were classified as either implicitly or explicitly targeting youth and young adults. BCTs in social media posts were identified and classified based on Behavior Change Technique Taxonomy version 1 (BCTTv1). Frequency counts and proportions were used to describe the data. Results In total, 319 youth-targeted PD posts were identified. Over 43% of the posts originated from Ontario Regional public health units, and 36.4 and 32.6% of them were extracted from Twitter and Facebook, respectively. Only 5.3% of the total posts explicitly targeted youth. Explicit posts were most frequent from federal PHEs and posted on YouTube. Implicit posts elicited more interactions than explicit posts regardless of jurisdiction level or social media format. Three-quarters of the posts contained at least one BCT, with a greater portion of BCTs found within implicit posts (75%) than explicit posts (52.9%). The most common BCTs from explicit posts were instructions on how to perform a behavior (25.0%) and restructuring the social environment (18.8%). Conclusions There is a need for more PD messaging that explicitly targets youth. BCTs should be used when designing posts to deliver public health messages and social media platforms should be selected depending on the target population.

Predictors of Viewing Online Extremism Among America’s Youth

2018 ◽  
Vol 52 (5) ◽  
pp. 710-727 ◽  
Author(s):  
Matthew Costello ◽  
Rebecca Barrett-Fox ◽  
Colin Bernatzky ◽  
James Hawdon ◽  
Kelly Mendes
Keyword(s):  
Social Media ◽  
Young Adults ◽  
Young People ◽  
Ethnic Groups ◽  
Social Group ◽  
Online Survey ◽  
Negative Outcomes ◽  
Factors Associated ◽  
Political Views ◽  
Youth And Young Adults

Exposure to hate material is related to a host of negative outcomes. Young people might be especially vulnerable to the deleterious effects of such exposure. With that in mind, this article examines factors associated with the frequency that youth and young adults, ages 15 to 24, see material online that expresses negative views toward a social group. We use an online survey of individuals recruited from a demographically balanced sample of Americans for this project. Our analysis controls for variables that approximate online routines, social, political, and economic grievances, and sociodemographic traits. Findings show that spending more time online, using particular social media sites, interacting with close friends online, and espousing political views online all correlate with increased exposure to online hate. Harboring political grievances is likewise associated with seeing hate material online frequently. Finally, Whites are more likely than other race/ethnic groups to be exposed to online hate frequently.

scholarly journals 1414. #Vaccine Twitter Influencers: is it Just About Reach and Followers?

2020 ◽  
Vol 7 (Supplement_1) ◽  
pp. S714-S715
Author(s):  
Jean-Etienne Poirrier ◽  
Theodore Caputi ◽  
John Ayers ◽  
Mark Dredze ◽  
Sara Poston ◽  
...  
Keyword(s):  
United States ◽  
Social Media ◽  
Standard Deviation ◽  
Small Proportion ◽  
The United States ◽  
Research Support ◽  
Policy Makers ◽  
Media Messages ◽  
Social Media Platforms ◽  
The Impact

Abstract Background A small number of powerful users (“influencers”) dominates conversations on social media platforms: less than 1% of Twitter accounts have at least 3,000 followers and even fewer have hundreds of thousands or millions of followers. Beyond simple metrics (number of tweets, retweets...) little is known about these “influencers”, particularly in relation to their role in shaping online narratives about vaccines. Our goal was to describe influential Twitter accounts that are driving conversations about vaccines and present new metrics of influence. Methods Using publicly-available data from Twitter, we selected posts from 1-Jan-2016 to 31-Dec-2018 and extracted the top 5% of accounts tweeting about vaccines with the most followers. Using automated classifiers, we determined the location of these accounts, and grouped them into those that primarily tweet pro- versus anti-vaccine content. We further characterized the demographics of these influencer accounts. Results From 25,381 vaccine-related tweets available in our sample representing 10,607 users, 530 accounts represented the top 5% by number of followers. These accounts had on average 1,608,637 followers (standard deviation=5,063,421) and 340,390 median followers. Among the accounts for which sentiment was successfully estimated by the classifier, 10.4% (n=55) posted anti-vaccine content and 33.6% (n=178) posted pro-vaccine content. Of the 55 anti-vaccine accounts, 50% (n=18) of the accounts for which location was successfully determined were from the United States. Of the 178 pro-vaccine accounts, 42.5% (n=54) were from the United States. Conclusion This study showed that only a small proportion of Twitter accounts (A) post about vaccines and (B) have a high follower count and post anti-vaccine content. Further analysis of these users may help researchers and policy makers better understand how to amplify the impact of pro-vaccine social media messages. Disclosures Jean-Etienne Poirrier, PhD, MBA, The GSK group of companies (Employee, Shareholder) Theodore Caputi, PhD, Good Analytics Inc. (Consultant) John Ayers, PhD, GSK (Grant/Research Support) Mark Dredze, PhD, Bloomberg LP (Consultant)Good Analytics (Consultant) Sara Poston, PharmD, The GlaxoSmithKline group of companies (Employee, Shareholder) Cosmina Hogea, PhD, GlaxoSmithKline (Employee, Shareholder)

Understanding the Experiences of Anger in the Onset and Progression of Psoriasis: A Qualitative Study Using Social Media (Preprint)

2021 ◽  
Author(s):  
Olivia Hughes ◽  
Rachael Hunter
Keyword(s):  
Social Media ◽  
Qualitative Interviews ◽  
Psychosocial Interventions ◽  
Skin Condition ◽  
Future Research ◽  
Social Media Platforms ◽  
Chronic Skin ◽  
Skin Conditions ◽  
The Impact

BACKGROUND Psoriasis is a chronic inflammatory skin condition, which can be affected by stress. Living with psoriasis can trigger negative emotions, which may influence quality of life. OBJECTIVE This study explored the experiences of people with psoriasis with attention to the potential role of anger in the onset and progression of the chronic skin condition. METHODS Semi-structured qualitative interviews were conducted with twelve participants (n=5 females, n=7 males) recruited online from an advert on a patient charity’s social media platforms. Data were transcribed and analysed using thematic analysis. RESULTS Four key themes were identified: (1) ‘I get really angry with the whole situation:’ anger at the self and others, (2) the impact of anger on psoriasis: angry skin, (3) shared experiences of distress, and (4) moving past anger to affirmation. CONCLUSIONS Findings suggest that anger can have a perceived impact on psoriasis through contributing to sensory symptoms and unhelpful coping cycles and point to a need for enhanced treatment with more psychological support. The findings also highlight the continued stigma which exists for people living with skin conditions and how this may contribute to, and sustain, anger for those individuals. Future research could usefully focus on developing targeted psychosocial interventions to promote healthy emotional coping with psoriasis.

Factor Analysis of Students’ Exposure to Social Media for Food and Beverage

2021 ◽  
Vol 8 (2) ◽  
pp. 113-118
Author(s):  
Noora Shrestha
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Data Set ◽  
Factors Associated ◽  
Rotation Method ◽  
The Social ◽  
Food And Beverage ◽  
Social Media Platforms ◽  
Strongly Agree ◽  
Self Administered Questionnaire

Food and beverage marketing on social media is a powerful factor to influence students’ exposure to social media and application for food and beverage. It is a well-known fact that most of the food and beverage business target young people on the social media. The objective of the study is to identify the factors associated to the students’ exposure in the social media platforms for food and beverage. The young students between the ages 20 to 26 years completed a self-administered questionnaire survey on their media use for food and beverages. The questionnaire was prepared using Likert scale with five options from strongly agree to strongly disagree. The data set was described with descriptive statistics such as mean and standard deviation. The exploratory factor analysis with varimax rotation method was used to extract the factors. The most popular social media among the respondents were Facebook, Instagram, and You Tube. 73.3% of the students were exposed to food and beverage application in their mobile device and 76% of them followed the popular food and beverage pages in social media. The result revealed that social media posts, promotional offer, and hygienic concept have positively influenced majority of the students’ exposure to social media for food and beverage. Keywords: Factor analysis, Social Media, Food and Beverage, Student, Promotional Offer.

scholarly journals Quantifying and contextualizing the impact of bioRxiv preprints through automated social media audience segmentation

2020 ◽  
Author(s):  
Jedidiah Carlson ◽  
Kelley Harris
Keyword(s):  
Social Media ◽  
Video Game ◽  
Research Evaluation ◽  
Right Wing ◽  
Religious Groups ◽  
Audience Segmentation ◽  
Social Media Platforms ◽  
Game Developers ◽  
The Impact ◽  
Media Audience

AbstractEngagement with scientific manuscripts is frequently facilitated by Twitter and other social media platforms. As such, the demographics of a paper’s social media audience provide a wealth of information about how scholarly research is transmitted, consumed, and interpreted by online communities. By paying attention to public perceptions of their publications, scientists can learn whether their research is stimulating positive scholarly and public thought. They can also become aware of potentially negative patterns of interest from groups that misinterpret their work in harmful ways, either willfully or unintentionally, and devise strategies for altering their messaging to mitigate these impacts. In this study, we collected 331,696 Twitter posts referencing 1,800 highly tweeted bioRxiv preprints and leveraged topic modeling to infer the characteristics of various communities engaging with each preprint on Twitter. We agnostically learned the characteristics of these audience sectors from keywords each user’s followers provide in their Twitter biographies. We estimate that 96% of the preprints analyzed are dominated by academic audiences on Twitter, suggesting that social media attention does not always correspond to greater public exposure. We further demonstrate how our audience segmentation method can quantify the level of interest from non-specialist audience sectors such as mental health advocates, dog lovers, video game developers, vegans, bitcoin investors, conspiracy theorists, journalists, religious groups, and political constituencies. Surprisingly, we also found that 10% of the highly tweeted preprints analyzed have sizable (>5%) audience sectors that are associated with right-wing white nationalist communities. Although none of these preprints intentionally espouse any right-wing extremist messages, cases exist where extremist appropriation comprises more than 50% of the tweets referencing a given preprint. These results present unique opportunities for improving and contextualizing research evaluation as well as shedding light on the unavoidable challenges of scientific discourse afforded by social media.

scholarly journals Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing

2021 ◽  
Vol 13 (2) ◽  
pp. 20
Author(s):  
Evelina Francisco ◽  
Nadira Fardos ◽  
Aakash Bhatt ◽  
Gulhan Bizel
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Online Survey ◽  
Video Conferencing ◽  
Marketing Mix ◽  
The Internet ◽  
Exploratory Research ◽  
Social Media Platforms ◽  
The Impact ◽  
Made In

The COVID-19 pandemic and the resulting stay-at-home orders have disrupted all aspects of life globally, most notably our relationship with the internet and social media platforms. People are online more than ever before, working and attending school from home and socializing with friends and family via video conferencing. Marketers and brands have been forced to adapt to a new normal and, as a result, have shifted their brand communication and marketing mix to digital approaches. Hence, this study aims to examine the shift of influencer marketing on Instagram during this period and the possible future implications. By employing an online survey for exploratory research, individuals answered questions addressing their perceptions about the impact of the pandemic, brands and influencers&rsquo; relationship, and the overall changes made in marketing strategy.

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