Ohio State University College of Public Health, 1841 Neil Avenue, Columbus, OH 43214, USA.
Truth Initiative, 900 G Street NW, Washington, DC 20001, USA.
Addict Behav. 2022 Feb;125:107146. doi: 10.1016/j.addbeh.2021.107146. Epub 2021 Oct 11.
Few e-cigarette social media posts are authentic posts to friends; most come from commercially sponsored influencers. Potential disclosure strategies need to be tested to confirm whether users recognize such posts as commercially sponsored.
Between July - August 2019, young adult (ages 16-24; n = 200) participants were recruited to view their native Instagram feed on a laboratory mobile device. Posts from e-cigarette influencers were manipulated to add either #ad or #sponsored while eye tracking software measured visual attention. Participants self-reported their interpretation of the hashtags in open-ended responses. Logistic regression analyses compared recognition of commercial content by condition, and qualitative content analyses summarized the key themes related to the hashtags.
The #ad condition had nearly twice the odds of commercial recognition compared to #sponsored (OR = 1.98, CI: 1.14-3.38). Every second of attention paid to the hashtag significantly increased the odds of commercial recognition by 22% (OR: 1.22, CI: 1.00-1.33).
The #ad disclosure attracted visual attention and significantly increased recognition of commercial sponsorship from young social media users. Labeling commercially sponsored content on social media is a promising strategy to better inform users about paid social media influence.
电子烟社交媒体帖子中，真正面向朋友的帖子很少；大多数帖子来自商业赞助的网红。需要对潜在的披露策略进行测试，以确认用户是否能识别此类商业赞助的帖子。
在 2019 年 7 月至 8 月期间，招募了年龄在 16 至 24 岁之间的青年参与者，让他们在实验室的移动设备上查看他们的原生 Instagram 信息流。操纵电子烟网红发布的帖子，在添加#ad 或#sponsored 的同时使用眼动追踪软件测量视觉注意力。参与者通过开放式回答来报告他们对这些标签的解释。逻辑回归分析比较了不同条件下对商业内容的识别，并对与标签相关的关键主题进行了定性内容分析。
与#sponsored 相比，#ad 条件下商业识别的可能性几乎高出两倍（OR=1.98，CI：1.14-3.38）。对标签的每一秒注视都显著增加了 22%的商业识别可能性（OR：1.22，CI：1.00-1.33）。
#ad 披露吸引了视觉注意力，并显著提高了年轻社交媒体用户对商业赞助的识别度。在社交媒体上对商业赞助内容进行标记是一种很有前途的策略，可以让用户更好地了解付费社交媒体的影响力。
