Al-Khalifa Khalifa S, AlSheikh Rasha, Alakloby Basmah O, Alharbi Hind M, Alghamdi Razan F, Ali Saqib, Al Dehailan Laila
Department of Preventive Dental Sciences, College of Dentistry, Imam Abdulrahman Bin Faisal University, Dammam, Saudi Arabia.
Department of Restorative Dental Sciences, College of Dentistry, Imam Abdulrahman Bin Faisal University, Dammam, Saudi Arabia.
Front Oral Health. 2025 Jan 7;5:1420500. doi: 10.3389/froh.2024.1420500. eCollection 2024.
Toothbrushing is the basic step in maintaining oral hygiene and managing caries. The type of toothpaste used, combined with effective toothbrushing techniques, significantly influences oral health outcomes. Information shared on social media platforms can create awareness, generate interest, and influence perceptions regarding toothpaste brands and their benefits. This raised the necessity to comprehensively understand the influence of social media, particularly Instagram, on consumer decision-making processes and behavior related to toothpaste selection.
to explore toothpaste-related content on Instagram by addressing this gap and highlighting the characteristics of the top-performing toothpaste posts. Method: data were acquired for the "Top 12 posts" for each selected hashtag listed by the Instagram search algorithm. The contents of each post, including the number of likes, number of followers, content type, poster role, post content, post theme, post type, and account type were collected. Moreover, whether the poster was a dentist, patient, or dental interest group was identified. Data was then analyzed using SPSS with a statistical significance level set at = .05.
The study analyzed a total of 1,054,985 posts revealing varying levels of engagement and content characteristics. Notably, the #Toothpaste hashtag garnered the highest number of posts, while #ToothpasteNatural had the lowest. Posts were predominantly promotional (61.1%) compared to educational (38.9%), with marketing being the primary theme. Educational content attracted significantly more engagement, with more likes/views and comments than promotional content. Additionally, the role of the poster influenced content type, with patients and dentists associated more with educational content, while dental interest groups and companies favored promotional material. However, there was no significant difference in the accuracy of claims between educational and promotional content.
Instagram shapes consumer behavior in toothpaste selection, with promotional content dominating despite higher engagement with educational posts. Limited fact-based content highlights the need for stricter regulations and increased contributions from dental professionals to improve oral health education.
刷牙是保持口腔卫生和预防龋齿的基本步骤。所使用的牙膏类型，与有效的刷牙技巧相结合，会显著影响口腔健康状况。在社交媒体平台上分享的信息能够提高认知度、引发兴趣，并影响人们对牙膏品牌及其益处的看法。这就凸显了全面了解社交媒体，尤其是照片墙（Instagram），对消费者牙膏选择决策过程和行为的影响的必要性。
通过填补这一空白并突出表现最佳的牙膏帖子的特点，来探索照片墙上与牙膏相关的内容。方法：获取照片墙搜索算法列出的每个选定主题标签的“热门12帖子”的数据。收集每个帖子的内容，包括点赞数、关注者数量、内容类型、发帖者角色、帖子内容、帖子主题、帖子类型和账户类型。此外，确定发帖者是牙医、患者还是牙科兴趣小组。然后使用社会科学统计软件包（SPSS）进行数据分析，设定统计显著性水平为α = 0.05。
该研究共分析了1,054,985个帖子，揭示了不同程度的参与度和内容特征。值得注意的是，#牙膏主题标签的帖子数量最多，而#天然牙膏的帖子数量最少。与教育类内容（38.9%）相比，帖子主要是促销类（61.1%），营销是主要主题。教育类内容吸引的参与度明显更高，点赞数/浏览量和评论比促销类内容更多。此外，发帖者的角色影响内容类型，患者和牙医更多地与教育类内容相关，而牙科兴趣小组和公司则青睐促销材料。然而，教育类和促销类内容在宣称的准确性方面没有显著差异。
照片墙塑造了消费者在牙膏选择方面的行为，尽管教育类帖子的参与度更高，但促销类内容仍占主导。基于事实的内容有限凸显了需要更严格的监管以及牙科专业人员增加贡献以改善口腔健康教育的必要性。
