Dataset Information

Tobacco Use Behaviors, Attitudes, and Demographic Characteristics of Tobacco Opinion Leaders and Their Followers: Twitter Analysis.

ABSTRACT: BACKGROUND:Tobacco-related content on social media is generated and propagated by opinion leaders on the Web who disseminate messages to others in their network, including followers, who then continue to spread the information. Opinion leaders can exert powerful influences on their followers' knowledge, attitudes, and behaviors; yet, little is known about the demographic characteristics and tobacco use behavior of tobacco opinion leaders on the Web and their followers, compared with general Twitter users. OBJECTIVE:In this study, we hypothesized that opinion leaders use more tobacco products and have higher nicotine dependence than the other 2 groups (eg, followers and general Twitter users) and that followers-those who spread messages by opinion leaders-would more likely be in demographic groups that are vulnerable to tobacco marketing influence (eg, young adults and lower educational attainment). METHODS:We constructed the social networks of people who tweet about tobacco and categorized them using a combination of social network and Twitter metrics. To understand the characteristics of tobacco opinion leaders and their followers, we conducted a survey of tobacco opinion leaders, their followers, and general Twitter users. The sample included 347 opinion leaders, 567 followers, and 519 general users. The opinion leaders had a median of 1000 followers, whereas followers and general users had fewer than 600 followers. RESULTS:Opinion leaders were more likely than their followers to report past month use of tobacco products; followers, in turn, were more likely to report past month use of these products than general Twitter users. The followers appeared to be an especially vulnerable group; they tended to be younger (mean age 22.4 years) and have lower education compared with the opinion leaders and general users. CONCLUSIONS:Followers of Twitter tobacco opinion leaders are a vulnerable group that might benefit from antitobacco education to counter the protobacco communications they see on social media.

SUBMITTER: Chu KH

PROVIDER: S-EPMC6746100 | biostudies-literature | 2019 Jun

REPOSITORIES: biostudies-literature

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Tobacco Use Behaviors, Attitudes, and Demographic Characteristics of Tobacco Opinion Leaders and Their Followers: Twitter Analysis.

Chu Kar-Hai KH Majmundar Anuja A Allem Jon-Patrick JP Soto Daniel W DW Cruz Tess Boley TB Unger Jennifer B JB

Journal of medical Internet research 20190604 6

<h4>Background</h4>Tobacco-related content on social media is generated and propagated by opinion leaders on the Web who disseminate messages to others in their network, including followers, who then continue to spread the information. Opinion leaders can exert powerful influences on their followers' knowledge, attitudes, and behaviors; yet, little is known about the demographic characteristics and tobacco use behavior of tobacco opinion leaders on the Web and their followers, compared with gene ...[more]

PMID: 31165716

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Project description:BackgroundRapid identification of subject experts for medical topics helps in improving the implementation of discoveries by speeding the time to market drugs and aiding in clinical trial recruitment, etc. Identifying such people who influence opinion through social network analysis is gaining prominence. In this work, we explore how to combine named entity recognition from unstructured news articles with social network analysis to discover opinion leaders for a given medical topic.MethodsWe employed a Conditional Random Field algorithm to extract three categories of entities from health-related new articles: Person, Organization and Location. We used the latter two to disambiguate polysemy and synonymy for the person names, used simple rules to identify the subject experts, and then applied social network analysis techniques to discover the opinion leaders among them based on their media presence. A network was created by linking each pair of subject experts who are mentioned together in an article. The social network analysis metrics (including centrality metrics such as Betweenness, Closeness, Degree and Eigenvector) are used for ranking the subject experts based on their power in information flow.ResultsWe extracted 734,204 person mentions from 147,528 news articles related to obesity from January 1, 2007 through July 22, 2010. Of these, 147,879 mentions have been marked as subject experts. The F-score of extracting person names is 88.5%. More than 80% of the subject experts who rank among top 20 in at least one of the metrics could be considered as opinion leaders in obesity.ConclusionThe analysis of the network of subject experts with media presence revealed that an opinion leader might have fewer mentions in the news articles, but a high network centrality measure and vice-versa. Betweenness, Closeness and Degree centrality measures were shown to supplement frequency counts in the task of finding subject experts. Further, opinion leaders missed in scientific publication network analysis could be retrieved from news articles.

Dataset Information

Tobacco Use Behaviors, Attitudes, and Demographic Characteristics of Tobacco Opinion Leaders and Their Followers: Twitter Analysis.

Publications

Tobacco Use Behaviors, Attitudes, and Demographic Characteristics of Tobacco Opinion Leaders and Their Followers: Twitter Analysis.

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