Social Media for Message Testing: A Multilevel Approach to Linking Favorable Viewer Responses with Message, Producer, and Viewer Influence on YouTube

Paek, Hye‐Jin; Hove, Thomas; Jeon, Jehoon

doi:10.1080/10410236.2012.672912

Cited by 24 publications

(11 citation statements)

References 31 publications

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“…We assessed whether the content was originally authored by (1) the pharmaceutical company, (2) other for-profit company, (3) media outlet (news, television, radio, etc), (4) government agency, (5) nonprofit or academic organization, (6) consumer, or (7) other source. These categories were adapted from previous social media content analyses [ 23 , 24 ].…”

Section: Methodsmentioning

confidence: 99%

Pharmaceutical Companies and Their Drugs on Social Media: A Content Analysis of Drug Information on Popular Social Media Sites

Tyrawski¹,

DeAndrea²

2015

J Med Internet Res

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BackgroundMany concerns have been raised about pharmaceutical companies marketing their drugs directly to consumers on social media. This form of direct-to-consumer advertising (DTCA) can be interactive and, because it is largely unmonitored, the benefits of pharmaceutical treatment could easily be overemphasized compared to the risks. Additionally, nonexpert consumers can share their own drug product testimonials on social media and illegal online pharmacies can market their services on popular social media sites. There is great potential for the public to be exposed to misleading or dangerous information about pharmaceutical drugs on social media.ObjectiveOur central aim was to examine how pharmaceutical companies use social media to interact with the general public and market their drugs. We also sought to analyze the nature of information that appears in search results for widely used pharmaceutical drugs in the United States on Facebook, Twitter, and YouTube with a particular emphasis on the presence of illegal pharmacies.MethodsContent analyses were performed on (1) social media content on the Facebook, Twitter, and YouTube accounts of the top 15 pharmaceutical companies in the world and (2) the content that appears when searching on Facebook, Twitter, and YouTube for the top 20 pharmaceutical drugs purchased in the United States. Notably, for the company-specific analysis, we examined the presence of information similar to various forms of DTCA, the audience reach of company postings, and the quantity and quality of company-consumer interaction. For the drug-specific analysis, we documented the presence of illegal pharmacies, personal testimonials, and drug efficacy claims.ResultsFrom the company-specific analysis, we found information similar to help-seeking DTCA in 40.7% (301/740) of pharmaceutical companies’ social media posts. Drug product claims were present in only 1.6% (12/740) of posts. Overall, there was a substantial amount of consumers who interacted with pharmaceutical companies through commenting (23.9%, 177/740). For the drug-specific analysis, we found that the majority of search results contained drug product claims (69.4%, 482/695); more claims mentioned only benefits (44.8%, 216/482) relative to only risks (27.2%, 131/482). Additionally, approximately 25% (150/603) of posts on Twitter and YouTube were presented as personal testimonials. A considerable percentage of content on Facebook contained advertisements for illegal online pharmacies (17%, 16/92).ConclusionsPharmaceutical companies avoid making drug product claims on their social media accounts but frequently post content that is consistent with FDA definitions for help-seeking DTCA. Thousands of people often view content posted by pharmaceutical companies on social media; users also share company postings making both direct and indirect influence possible. Finally, people are likely to be exposed to drug product claims and information about illegal pharmacies when searching for information about popular pharmaceutical drugs on socia...

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Section: Methodsmentioning

confidence: 99%

Pharmaceutical Companies and Their Drugs on Social Media: A Content Analysis of Drug Information on Popular Social Media Sites

Tyrawski¹,

DeAndrea²

2015

J Med Internet Res

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“…Humor as a communication strategy is likely to become of greater interest as the internet and social media become increasingly important channels for communicating health messages, given that humor appears to be one of the principal elements of internet messages that are widely spread via social media (see Miller, 2013; Vogelbacker, Dillehunt, & MacCallum, 2014). An emphasis on humor is reflected in Internet health information as well: A content analysis of anti-smoking video clips on YouTube found that among 87 video clips, 21.8% contained some kind of humor (Paek, Hove, & Jeon, 2013); a recent qualitative study underscored the utility of humor in communicating about sensitive health issues with youth (Evers, Albury, Byron, & Crawford, 2013). …”

mentioning

confidence: 99%

Self-Deprecating Humor Versus Other-Deprecating Humor in Health Messages

Lee

Slater

Tchernev

2015

Journal of Health Communication

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Humor is sometimes employed in health messages. However, little is known about contingencies under which different types of humor may or may not be effective. This experiment crossed humorous vs. non-humorous and self-vs. other-deprecating messages about binge drinking, and tested how differences in personal investment in alcohol use moderates the effects of such messages on college binge drinkers. Results showed significant three-way interaction effects on subjective norms and behavioral intentions largely consistent with hypotheses. Assessment of significant differences in the interactions indicated that for binge drinkers who weren't high in personal investment in alcohol use, other-deprecating humor tended to reduce their perceived subjective norms about the acceptability of binge drinking behavior and their behavioral intentions. The effect of the experimental manipulation on subjective norms among these binge drinkers was shown to mediate the effect on intentions to binge drink in the future. Theoretical and practical implications are discussed.

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“…After viewing the videos, variables were coded as having a specific characteristic if it was mentioned or appeared at least once. The format of a video may influence whether people view it, like it, and how messages are delivered through it [27]. We categorized video formats into public service announcement (PSA), testimonial , news story and interview , nonnews interview , formal presentation , informal presentation , and others .…”

Section: Methodsmentioning

confidence: 99%

Alzheimer’s Disease in Social Media: Content Analysis of YouTube Videos

et al. 2017

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BackgroundApproximately 5.5 million Americans are living with Alzheimer’s disease (AD) in 2017. YouTube is a popular platform for disseminating health information; however, little is known about messages specifically regarding AD that are being communicated through YouTube.ObjectiveThis study aims to examine video characteristics, content, speaker characteristics, and mobilizing information (cues to action) of YouTube videos focused on AD.MethodsVideos uploaded to YouTube from 2013 to 2015 were searched with the term “Alzheimer’s disease” on April 30th, 2016. Two coders viewed the videos and coded video characteristics (the date when a video was posted, Uniform Resource Locator, video length, audience engagement, format, author), content, speaker characteristics (sex, race, age), and mobilizing information. Descriptive statistics were used to examine video characteristics, content, audience engagement (number of views), speaker appearances in the video, and mobilizing information. Associations between variables were examined using Chi-square and Fisher’s exact tests.ResultsAmong the 271 videos retrieved, 25.5% (69/271) were posted by nonprofit organizations or universities. Informal presentations comprised 25.8% (70/271) of all videos. Although AD symptoms (83/271, 30.6%), causes of AD (80/271, 29.5%), and treatment (76/271, 28.0%) were commonly addressed, quality of life of people with AD (34/271, 12.5%) had more views than those more commonly-covered content areas. Most videos featured white speakers (168/187, 89.8%) who were adults aged 20 years to their early 60s (164/187, 87.7%). Only 36.9% (100/271) of videos included mobilizing information. Videos about AD symptoms were significantly less likely to include mobilizing information compared to videos without AD symptoms (23/83, 27.7% vs 77/188, 41.0% respectively; P=.03).ConclusionsThis study contributes new knowledge regarding AD messages delivered through YouTube. Findings of the current study highlight a potential gap between available information and viewers’ interests. YouTube videos on AD could be beneficial if the messages delivered meet users’ needs and provide mobilizing information for further resources. Study findings will be useful to government agencies, researchers, nonprofit organizations that promote information about AD, and those responsible for social media to provide useful and accurate health information for the public.

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Social Media for Message Testing: A Multilevel Approach to Linking Favorable Viewer Responses with Message, Producer, and Viewer Influence on YouTube

Cited by 24 publications

References 31 publications

Pharmaceutical Companies and Their Drugs on Social Media: A Content Analysis of Drug Information on Popular Social Media Sites

Pharmaceutical Companies and Their Drugs on Social Media: A Content Analysis of Drug Information on Popular Social Media Sites

Self-Deprecating Humor Versus Other-Deprecating Humor in Health Messages

Alzheimer’s Disease in Social Media: Content Analysis of YouTube Videos

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