Protecting historically marginalized groups or targeted marketing? A computational analysis of individuals engaging with public and protected cigar-branded tweets

IF 3.9 2区 医学 Q1 PSYCHIATRY
Jiaxi Wu , Lynsie R. Ranker , Juan Manuel Origgi , Jianqi Ma , Deyan Hao , Emelia J. Benjamin , Jennifer Cornacchione Ross , Ziming Xuan , Derry Wijaya , Jessica L. Fetterman , Traci Hong
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引用次数: 0

Abstract

Introduction

Swisher Sweets, a leading brand of little cigars and cigarillos in the United States, switched its Twitter account to protected status, limiting access to its tweets. This study examines how the protected status of Swisher Sweets tweets influences post engagement, aiming to inform regulatory strategies for branded tobacco promotions on social media.

Method

Using natural language processing, we predicted the demographics of individuals replying to Swisher Sweets' public and protected tweets. Engagement with public versus protected tweets was compared using a Mann-Whitney U test, and a mixed-effects logistic regression assessed the likelihood of different demographics replying to each tweet type. Chi-square analyses examined word frequencies related to any flavor, concept flavors, and characterizing flavor in replies to public and protected tweets.

Results

Overall, 16 % of individuals replying to Swisher Sweets' tweets were predicted to be under 21, and 65 % were Black. No significant difference was found in average reply counts to public versus protected tweets (p = .78). Black individuals were 2.61 times more likely than White individuals to engage with protected tweets after the status change (OR = 2.61, 95 % CI [1.36, 5.06], p = .004). Replies to protected tweets contained more words related to any flavor (adjusted p < .001) and concept flavors (adjusted p < .001) compared to public tweet replies.

Conclusions

Our study suggests that the protected status on Twitter was ineffective in preventing underage engagement with Swisher Sweets’ branded tweets and may facilitate targeted marketing among Black individuals.

Implications

More stringent age verification procedures and promotional regulatory measures are needed to prevent targeted tobacco brand marketing on social media.
保护历史上被边缘化的群体还是有针对性的营销?对参与公共和受保护的雪茄品牌推文的个人进行计算分析。
简介:美国小雪茄和小雪茄的领先品牌Swisher Sweets将其Twitter账户切换为受保护状态,限制访问其tweet。本研究考察了Swisher Sweets推文的受保护状态如何影响帖子参与度,旨在为社交媒体上品牌烟草促销的监管策略提供信息。方法:使用自然语言处理,我们预测了回复Swisher Sweets公开和受保护推文的个人人口统计数据。使用Mann-Whitney U测试比较了公众与受保护推文的参与度,并使用混合效应逻辑回归评估了不同人口统计数据回复每种推文类型的可能性。卡方分析检查了与任何口味、概念口味相关的单词频率,以及对公共和受保护推文的回复中的特征口味。结果:总体而言,16%回复Swisher Sweets推文的人预计在21岁以下,65%是黑人。公共tweet和受保护tweet的平均回复数没有显著差异(p = 0.78)。在状态改变后,黑人参与受保护推文的可能性是白人的2.61倍(OR = 2.61, 95% CI [1.36, 5.06], p = 0.004)。结论:我们的研究表明,Twitter上的受保护状态在防止未成年人参与Swisher Sweets品牌推文方面是无效的,可能有助于在黑人群体中进行针对性营销。启示:需要更严格的年龄验证程序和促销监管措施来防止在社交媒体上进行针对性的烟草品牌营销。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Drug and alcohol dependence
Drug and alcohol dependence 医学-精神病学
CiteScore
7.40
自引率
7.10%
发文量
409
审稿时长
41 days
期刊介绍: Drug and Alcohol Dependence is an international journal devoted to publishing original research, scholarly reviews, commentaries, and policy analyses in the area of drug, alcohol and tobacco use and dependence. Articles range from studies of the chemistry of substances of abuse, their actions at molecular and cellular sites, in vitro and in vivo investigations of their biochemical, pharmacological and behavioural actions, laboratory-based and clinical research in humans, substance abuse treatment and prevention research, and studies employing methods from epidemiology, sociology, and economics.
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