Persuasive linguistic tricks in social media marketing communication-The memetic approach.
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ABSTRACT:
SUBMITTER: Stepaniuk K
PROVIDER: S-EPMC8248608 | biostudies-literature |
REPOSITORIES: biostudies-literature
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Project description:Breastfeed4Ghana was a social media-based campaign implemented to address identified gaps in the protection, promotion, and support of breastfeeding in Ghana. This paper describes the process of campaign materials development and testing to ensure their cultural and content appropriateness. The 60 campaign materials, each consisting of an image and text message, underwent a process of creation, testing, revision, and finalization. Existing research evidence and infant and young child feeding communication tools that were culturally relevant for Ghana were used to develop the materials. All materials were tested and finalized through an iterative process that incorporated input from six focus group discussions (FGDs) with mothers, and content and technical experts. The materials were revised to ensure scientific accuracy, understandability, and cultural appropriateness of the messages, as well as alignment of the messages with the images. Finalized materials were reviewed and approved by the Ghana Food and Drugs Authority. Analysis for this paper involved summarizing and categorizing the types and sources of input as well as the research team's responses to the input received. The 60 campaign materials received a total of 132 inputs. Most inputs came from FGDs (78.4%); and most inputs were on the campaign material images. The evidence-informed process of materials creation, use of multiple input sources, and a broad-based iterative process allowed the creation of 60 evidence-based and culturally appropriate materials for a breastfeeding social media campaign in Ghana. This paper could serve as a guide for other social media campaign efforts looking to develop culturally appropriate materials.
| S-EPMC7079308 | biostudies-literature
Project description:BackgroundSince 2012, several states have legalized non-medical cannabis, and cannabis businesses have used social media as a primary form of marketing. There are concerns that social media cannabis exposure may reach underage viewers. Our objective was to identify how cannabis businesses cultivate an online presence and exert influence that may reach youth.MethodsWe chose a cyber-ethnographic approach to explore cannabis retailers on social media. We searched cannabis retailers with Facebook and Instagram presence from Alaska, Oregon, Colorado, and Washington, and identified 28 social media business profiles. One year of content was evaluated from each profile. In-depth, observational field notes were collected from researchers immersed in data collection on business profiles. Field notes were analyzed to uncover common themes associated with social media cannabis marketing.ResultsA total of 14 businesses were evaluated across both Facebook and Instagram, resulting in 14 sets of combined field notes. A major theme was Normalization of Cannabis, involving both Broad Appeal and Specific Targeting.ConclusionsIt is concerning that Normalization of Cannabis by cannabis businesses may increase cannabis acceptability among youth. In a digital world where the majority of youth are spending time online, it is important for policymakers to examine additional restrictions for cannabis businesses marketing through social media.
| S-EPMC8074195 | biostudies-literature
Project description:Food marketing influences eating preferences and choices, especially among adolescents, contributing to the rise of overweight, obesity, and other chronic health disorders. Recent social media advancements have provided food marketers with platforms to reach out to many in more personal and authentic ways as compared to classical media advertising. Such personalized and borderless social media platforms allow marketers to easily use owned, paid, and earned (word-of -mouth) marketing strategies, including paid and non-paid influencers to reach younger target audiences. This study therefore aims to explore food messages adolescents (12-18 years old) encounter on social media, and assess these messages for their sources, the presence of core and non-core food, and the marketing strategies employed. To attain an in-depth understanding of the food messages that adolescents are continuously exposed to, we carried out a diary study with 21 Flemish adolescents who took screenshots of food images they encountered on their social media platforms for the duration of one week. A quantitative and qualitative content analysis of 611 images revealed that adolescents are mostly exposed to messages of non-core (67% of images) and branded (49% of images) food, often (49% of images) presented in association with a social context such as hanging around with friends, eating at restaurants and celebrating with food. Adolescents often encounter branded food images through peers and social media influencers, the majority of which are part of earned (49% of branded images) or paid (40% of branded images) media food marketing. This research provides an in-depth understanding of the social media messages that adolescents encounter on a daily basis and sheds light on food norms typically communicated on social media by marketers, peers, and influencers. Study findings highlight prominent social media food messages that should be tested for their persuasiveness, providing insights for future research that aims to assess the effects of social media food marketing on adolescents. Based on the study findings, we call for relevant policy actions that address current social media marketing strategies targeted at adolescents.
| S-EPMC6883917 | biostudies-literature
Project description:Previous studies in the literature have shown that Digital Marketing (DM) can be a factor influencing competitiveness and the performance of marketing actions so that a company can correctly reach the target audience. From this literary assumption, it is imperative to evaluate tools that can help marketing managers in decision-making to select the most social media platform to use the DM. In this context, this article aims to analyze the performance of social media platforms for using the strategies DM in organizations. from the point of view of experts from different organizations that use DM for marketing actions. To provide empirical evidence, the selection of criteria was based on the eight dimensions of the DM mix to the lens of multi-criteria decision-making based on the inter-criteria correlation method (CRITIC). This method adhered to the order of preference by similarity technique to find an ideal solution with the help of the Fuzzy TOPSIS environment. The results discovered corroborate the previous literature and stand out, mainly by showing that the main criterion with greater weight among the eight analyzed dimensions was promotion (Cr5). Based on this finding, these results indicate that the best performing alternative for DM actions for the specific case was the A1-Facebook platform. This article brings reflections, and presents a robust tool of quantitative analysis in addition to bringing theoretical and managerial contributions that can direct DM strategies in the consumer's journey through social media platforms. Supplementary Information The online version contains supplementary material available at 10.1057/s41270-023-00211-z.
| S-EPMC9936493 | biostudies-literature
Project description:BackgroundEffective suicide risk assessments and interventions are vital for suicide prevention. Although assessing such risks is best done by health care professionals, people experiencing suicidal ideation may not seek help. Hence, machine learning (ML) and computational linguistics can provide analytical tools for understanding and analyzing risks. This, therefore, facilitates suicide intervention and prevention.ObjectiveThis study aims to explore, using statistical analyses and ML, whether computerized language analysis could be applied to assess and better understand a person's suicide risk on social media.MethodsWe used the University of Maryland Suicidality Dataset comprising text posts written by users (N=866) of mental health-related forums on Reddit. Each user was classified with a suicide risk rating (no, low, moderate, or severe) by either medical experts or crowdsourced annotators, denoting their estimated likelihood of dying by suicide. In language analysis, the Linguistic Inquiry and Word Count lexicon assessed sentiment, thinking styles, and part of speech, whereas readability was explored using the TextStat library. The Mann-Whitney U test identified differences between at-risk (low, moderate, and severe risk) and no-risk users. Meanwhile, the Kruskal-Wallis test and Spearman correlation coefficient were used for granular analysis between risk levels and to identify redundancy, respectively. In the ML experiments, gradient boost, random forest, and support vector machine models were trained using 10-fold cross validation. The area under the receiver operator curve and F1-score were the primary measures. Finally, permutation importance uncovered the features that contributed the most to each model's decision-making.ResultsStatistically significant differences (P<.05) were identified between the at-risk (671/866, 77.5%) and no-risk groups (195/866, 22.5%). This was true for both the crowd- and expert-annotated samples. Overall, at-risk users had higher median values for most variables (authenticity, first-person pronouns, and negation), with a notable exception of clout, which indicated that at-risk users were less likely to engage in social posturing. A high positive correlation (ρ>0.84) was present between the part of speech variables, which implied redundancy and demonstrated the utility of aggregate features. All ML models performed similarly in their area under the curve (0.66-0.68); however, the random forest and gradient boost models were noticeably better in their F1-score (0.65 and 0.62) than the support vector machine (0.52). The features that contributed the most to the ML models were authenticity, clout, and negative emotions.ConclusionsIn summary, our statistical analyses found linguistic features associated with suicide risk, such as social posturing (eg, authenticity and clout), first-person singular pronouns, and negation. This increased our understanding of the behavioral and thought patterns of social media users and provided insights into the mechanisms behind ML models. We also demonstrated the applicative potential of ML in assisting health care professionals to assess and manage individuals experiencing suicide risk.
| S-EPMC9472054 | biostudies-literature
Project description: Not available
| S-EPMC11022671 | biostudies-literature
Project description:Research article abstracts often convince readers that the article is worth reading. Therefore, they rely not only on the quality of arguments or novelty of findings to persuade readers but also linguistic markers in the form of metadiscourse to assert a position on an issue, increase readability of a text, engage readers, and avoid objection to the writer's interpretations, thereby enhancing the credibility of the text. Given that research article abstracts are often published online and their newsworthiness would affect whether they would be ultimately read, Altmetric.com, which emerged in 2010, can help quantify the popularity of research article abstracts by counting views on social media and other platforms such as news and policy documents. Yet a study on how metadiscoursal devices are used to persuade readers, and how they are correlated with Altmetric Attention Score (AAS) provided by Altmetric.com, merits attention. In our study, we examined 241 abstracts from 50 top journals in 12 disciplines with the highest AAS from 2014-2018 and performed a quantitative analysis of the interactive and interactional metadiscourse markers exhibited in the abstracts. Overall, we found a positive correlation between the use of metadiscourse and AAS. Furthermore, we noticed that each discipline used distinct metadiscourse markers in abstracts with high AAS, which contributed to its respective discipline-specific conventions. It has been previously shown that the use of an array of interactive and interactional metadiscourse renders the abstract more worthy of attention. Being knowledgeable of rhetorical choices in relation to metadiscoursal devices will enable writers to construct more persuasive abstracts by making informed judgments about the appropriate use of metadiscourse to draw the attention of readers in their respective disciplines.
| S-EPMC7153898 | biostudies-literature
Project description:This study examines how social media pages can be used to influence potential applicants' attraction. Based on the uses and gratifications theory, this study examines whether organizations can manipulate the communication characteristics informativeness and social presence on their social media page to positively affect organizational attractiveness. Moreover, we examine whether job applicants' sought gratifications on social media influence these effects. A 2 × 2 between-subjects experimental design is used. The findings show that organizations can manipulate informativeness and social presence on their social media. The effect of manipulated informativeness on organizational attractiveness depends on the level of manipulated social presence. When social presence was high, informativeness positively affected organizational attractiveness. This positive effect was found regardless of participants' sought utilitarian gratification. Social presence had no significant main effect on organizational attractiveness. There was some evidence that the effect of social presence differed for different levels of social gratification.
| S-EPMC6646858 | biostudies-literature
Project description:Trypophobia has attracted scientific attention in recent years. Few related studies have recruited participants using online methods, and even less is known about health communication in an environment where trypophobia was first widely discussed (i.e., the Internet). This study describes communication patterns in a Facebook group for trypophobia by detecting frequent topics, top contributors, and their discourses. We identified key commenters and performed word frequency analysis, word co-occurrence analysis, topic modeling, and content analysis. Impactful users posted and replied more often when discussing peer-reviewed science. Triggering content was actively removed by the group administrators. A wide variety of triggers not discussed in trypophobia-related literature were frequently mentioned. However, there was a lack of discussion on peer-reviewed treatments. The combination of a few expert and many supportive amateur gatekeepers willing to understand trypophobia, along with active monitoring by administrators, might contribute to in-group trust and the sharing of peer-reviewed science by top users of the trypophobia Facebook group.
| S-EPMC9729576 | biostudies-literature
Project description:The COVID-19 pandemic made explicit the issues of communicating science in an information ecosystem dominated by social media platforms. One of the fundamental communication challenges of our time is to provide the public with reliable content and contrast misinformation. This paper investigates how social media can become an effective channel to promote engagement and (re)build trust. To measure the social response to quality communication, we conducted an experimental study to test a set of science communication recommendations on Facebook and Twitter. The experiment involved communication practitioners and social media managers from select countries in Europe, applying and testing such recommendations for five months. Here we analyse their feedback in terms of adoption and show that some differences emerge across platforms, topics, and recommendation categories. To evaluate these recommendations' effect on users, we measure their response to quality content, finding that the median engagement is generally higher, especially on Twitter. The results indicate that quality communication strategies may elicit positive feedback on social media. A data-driven and co-designed approach in developing counter-strategies is thus promising in tackling misinformation.
| S-EPMC9560150 | biostudies-literature