Chan Lilian, Harris-Roxas Ben, Freeman Becky, MacKenzie Ross, Woodland Lisa, O'Hara Blythe J
Prevention Research Collaboration, Charles Perkins Centre, University of Sydney, Camperdown, Australia.
School of Population Health, University of New South Wales, Sydney, Australia.
Tob Induc Dis. 2022 Oct 18;20:88. doi: 10.18332/tid/153543. eCollection 2022.
While social media are commonly used in public health campaigns, there is a gap in our understanding of what happens after the campaign is seen by the target audience. This study aims to understand how the campaign video was received by the Facebook audience by analyzing Facebook comments posted to it. Specifically, this study aims to determine whether the Facebook audience accepted or rejected the campaign's message.
A sample of the Facebook comments was extracted, and the study team, which included cultural support workers, developed content categories consistent with the research question. Each comment was then coded by three team members, and only assigned a category if there was agreement by at least two members.
Of the 4990 comments that were sampled, 9.1% (456) accepted the campaign message, 22.9% (1144) rejected the message, 21.8% (1089) were unclear, and 46.1% (2301) contained only tagged names. Of the sample, 2.8% (138) indicated the commenter took on board the campaign message by expressing an intention to stop smoking shisha, or asking a friend to stop smoking shisha. Of the comments that showed rejection of the campaign, the majority were people dismissing the campaign by laughing at it or expressing pro-shisha sentiments.
This study demonstrates that conducting content analyses of social media comments can provide important insight into how a campaign message is received by a social media audience.
虽然社交媒体常用于公共卫生运动，但在我们对目标受众看到运动内容后所发生情况的理解上存在差距。本研究旨在通过分析发布在脸书上的评论来了解脸书用户对运动视频的接受情况。具体而言，本研究旨在确定脸书用户是接受还是拒绝该运动所传达的信息。
抽取了脸书评论的一个样本，研究团队（包括文化支持人员）制定了与研究问题一致的内容类别。然后由三名团队成员对每条评论进行编码，只有在至少两名成员达成一致的情况下才会被归类。
在抽取的4990条评论中，9.1%（456条）接受了运动信息，22.9%（1144条）拒绝了该信息，21.8%（1089条）不明确，46.1%（2301条）仅包含标记的名字。在样本中，2.8%（138条）表明评论者通过表达戒烟水烟的意图或要求朋友戒烟水烟来接受运动信息。在显示拒绝该运动的评论中，大多数人通过嘲笑或表达支持水烟的情绪来驳回该运动。
本研究表明，对社交媒体评论进行内容分析可以为了解社交媒体受众如何接受运动信息提供重要见解。
