如何避免在 Facebook 上降低戒烟支持内容的优先级：对参与诱饵的分析。
How to Avoid Lower Priority for Smoking Cessation Support Content on Facebook: An Analysis of Engagement Bait.
机构信息
Department of Behavioral Sciences, Albert Szent-Györgyi Medical School, University of Szeged, 6722 Szeged, Hungary.
出版信息
Int J Environ Res Public Health. 2023 Jan 5;20(2):958. doi: 10.3390/ijerph20020958.
Facebook demotes "engagement bait" content that makes people interact. As a result of this sanctioning, public health content can reach fewer Facebook users. This study aims to determine the negative effect of engagement bait and find alternative techniques. In a three-year period, 791 smoking cessation support content was included ( = 791). The Facebook posts were classified into "engagement bait", "alternative techniques" and control groups. Facebook metrics were compared between the study and control groups. The reach of Facebook page fans was significantly lower in the engagement bait group compared to the control group. On the other hand, the alternative techniques had a significantly lower rate of negative Facebook interactions, as well as significantly higher click rates compared to the control group. This is the first study to reveal the sanctioning of engagement bait on smoking cessation support Facebook posts. "Engagement bait" content has a lower ranking on the Facebook Fans' Newsfeed page. Nevertheless, alternative techniques can circumvent the restrictions on engagement bait. At the same time, alternative techniques can stimulate the click rate and inhibit the rate of negative interactions.
脸书降低了让人互动的“互动诱饵”内容的权重。因此，公共卫生内容可能会触达更少的脸书用户。本研究旨在确定“互动诱饵”的负面影响，并寻找替代技术。在三年期间，纳入了 791 项戒烟支持内容（=791）。将脸书帖子分为“互动诱饵”、“替代技术”和对照组。比较了研究组和对照组之间的脸书指标。与对照组相比，互动诱饵组的脸书页面粉丝的覆盖面明显较低。另一方面，与对照组相比，替代技术的负面脸书互动率显著降低，点击率显著提高。这是第一项揭示戒烟支持脸书帖子因“互动诱饵”而受到制裁的研究。“互动诱饵”内容在脸书粉丝的新闻订阅页面上排名较低。然而，替代技术可以规避对“互动诱饵”的限制。同时，替代技术可以刺激点击率，抑制负面互动率。
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