Dataset Information

Health Advertising on Short-Video Social Media: AStudy on User Attitudes Based on the ExtendedTechnology Acceptance Model.

ABSTRACT: The rapid development of short-video social network platforms provides us with anopportunity to conduct health-related advertising and recommendation. However, so far, there areno empirical evidence on whether users are willing to accept health-related short-videoadvertisements. Here, acceptance refers to purchase intention, meaning that users will read shortvideoads, share ads with others, or even open the product link embedded in ads to purchase theproduct. In this paper, we make the first attempt to model and quantify user acceptance of healthrelatedshort-video advertisements. Particularly, we propose a new research model that enhancesthe Technology Acceptance Model (TAM) with two new designs. First, we propose four newantecedents including social interaction, intrusiveness, informativeness, and relevance into theoriginal TAM to reflect the features of short-video social networks. Second, we introduce twomediator variables including perceived usefulness and attitude so that we can better study howdifferent factors affect user acceptance of health-related short-video ads. We perform a survey onthe Internet and conduct an empirical analysis of the surveyed data. The results show that the fourantecedents as well as the perceived ease of use have significant influences on perceived usefulness,attitude, and purchase intention. Further, perceived usefulness plays a valid mediating role inattitude and purchase intention. We also found that users' perceived ease of use on health-relatedshort-video ads cannot significantly predict users' attitudes toward ads. This is a new finding insocial media-oriented ads. Finally, we integrate the empirical findings and present reasonablesuggestions for advertisers and marketers to promote health-related short-video ads.

SUBMITTER: Zhao J

PROVIDER: S-EPMC7084731 | biostudies-literature | 2020 Feb

REPOSITORIES: biostudies-literature

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Health Advertising on Short-Video Social Media: AStudy on User Attitudes Based on the ExtendedTechnology Acceptance Model.

Zhao Jie J Wang Jianfei J

International journal of environmental research and public health 20200226 5

The rapid development of short-video social network platforms provides us with anopportunity to conduct health-related advertising and recommendation. However, so far, there areno empirical evidence on whether users are willing to accept health-related short-videoadvertisements. Here, acceptance refers to purchase intention, meaning that users will read shortvideoads, share ads with others, or even open the product link embedded in ads to purchase theproduct. In this paper, we make the first att ...[more]

PMID: 32110950

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Project description:ImportanceSocial media is simultaneously home to communities of users who promote eating disorders as a lifestyle and users who advocate for recovery. As studies have confirmed an association between exposure to pro-eating disorder content and engaging in disordered eating behaviors, an examination of the accuracy of and interactions with information shared in these complex and contradictory communities can provide insights into content available to users at risk.ObjectiveTo determine the associations among themes, accuracy of information, and user engagement of eating disorder content on a short video-sharing social media platform.Design, setting, and participantsThis qualitative study included a thematic analysis of a sample of 200 TikTok videos, as well as user engagement metrics and content creator characteristics, between February and June 2022. Data were analyzed from March to June 2022.Main outcomes and measuresContent themes, accuracy of information, user engagement, and the associations among these factors were identified in a sample of eating disorder videos on a social media platform. Data were analyzed with Pearson χ2, analysis of variance, linear regression, and random permutation tests.ResultsAmong the 200 videos assessed, 124 (62.0%) covered prorecovery content, 59 (29.5%) included pro-eating disorder content, and 17 (8.5%) contained anti-eating disorder content. Thematic analysis revealed 4 high-level themes: (1) encouraging the development or sustainment of eating disorders, (2) sharing physical or emotional experiences with eating disorders, (3) sharing narratives of recovery, and (4) social support. While the results of Pearson χ2 test indicated that videos in the prorecovery domain contained more accurate content than videos categorized in the pro-eating disorder and anti-eating disorder domains (χ24 = 157.92; P < .001), the results of analysis of variance demonstrated that there was no significant difference in user engagement between informative and misleading content (likes: F = 0.110; P = .95; comments: F = 2.031; P = .13; views: F = 0.534; P = .59; shares: F = 0.691; P = .50). Results of the 10 000 random permutation tests, in which all P values were between .40 and .60 regardless of the distances, suggested that there was no significant difference in user engagement among the 3 domains.Conclusions and relevanceThis mixed-methods qualitative analysis of misleading eating disorder information on social media found that pro-eating disorder and prorecovery communities were prevalent. However, social media users in the prorecovery community created more informative than misleading content. Furthermore, the study found no significant difference between users' engagement with accurate vs misleading videos, which may suggest that false information alone does not influence the virality of videos.

Project description:IntroductionThe advertising of e-cigarettes in the UK is regulated through the revised EU Tobacco Products Directive and the Tobacco and Related Products Regulations, with further rules set out in the Advertising Standards Authority (ASA) Committees of Advertising (CAP) Code. Focusing on the ASA CAP Code Rules, we examined e-cigarette advertising regulation compliance in traditional advertising channels and on social media.MethodsWe conducted a content analysis of UK e-cigarette and related product advertising using a randomly selected sample (n = 130) of advertising in traditional channels and on Instagram which appeared between January and December 2019. All ads were independently double-coded to assess compliance with each CAP Code Rule.ResultsIn traditional channels, our sample of advertising had largely good compliance. Only very small numbers of these ads appeared to be clearly in breach of any of the ASA rules (5% were in breach of Rule 22.7; 2% of Rule 22.9; and 1% of Rule 22.10). In contrast, we judged that all of the Instagram sample (n = 30) was in breach of Rule 22.12. For some rules, it was not possible to make definitive judgments about compliance, given uncertainty regarding how a rule should be interpreted and applied.ConclusionsWe found overall good compliance for advertising in traditional channels, but assessed all of our social media advertising samples was in breach of regulations. Current guidance on e-cigarette advertising could be improved to facilitate e-cigarette advertising assessment and regulation. It would be beneficial to bring consumer perspectives into the assessment of regulation compliance.ImplicationsThe regulation of e-cigarette advertising is a global concern. The UK Government has a statutory obligation to review the Tobacco and Related Products Regulations by May 2021. This study assessed compliance with current UK e-cigarette advertising regulations on placement and content. We identified areas where greater clarity is needed and outlined implications for future regulation.

Dataset Information

Health Advertising on Short-Video Social Media: AStudy on User Attitudes Based on the ExtendedTechnology Acceptance Model.

Publications

Health Advertising on Short-Video Social Media: AStudy on User Attitudes Based on the ExtendedTechnology Acceptance Model.

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