Alex Kresovich, Andrew H. Norris, Chandler C. Carter, Yoonsang Kim, Ganna Kostygina, Sherry L. Emery
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Deciphering Influence on Social Media: A Comparative Analysis of Influential Account Detection Metrics in the Context of Tobacco Promotion
Influencer marketing spending in the United States was expected to surpass $6 billion in 2023. This marketing tactic poses a public health threat, as research suggests it has been utilized to undercut decades of public health progress—such as gains made against tobacco use among adolescents. Public health and public opinion researchers need practical tools to capture influential accounts on social media. Utilizing X (formerly Twitter) little cigar and cigarillo (LCC) data, we compared seven influential account detection metrics to help clarify our understanding of the functions of existing metrics and the nature of social media discussion of tobacco products. Results indicate that existing influential account detection metrics are non-harmonic and time-sensitive, capturing distinctly different users and categorically different user types. Our results also reveal that these metrics capture distinctly different conversations among influential social media accounts. Our findings suggest that public health and public opinion researchers hoping to conduct analyses of influential social media accounts need to understand each metric’s benefits and limitations and utilize more than one influential account detection metric to increase the likelihood of producing valid and reliable research.
期刊介绍:
Social Media + Society is an open access, peer-reviewed scholarly journal that focuses on the socio-cultural, political, psychological, historical, economic, legal and policy dimensions of social media in societies past, contemporary and future. We publish interdisciplinary work that draws from the social sciences, humanities and computational social sciences, reaches out to the arts and natural sciences, and we endorse mixed methods and methodologies. The journal is open to a diversity of theoretic paradigms and methodologies. The editorial vision of Social Media + Society draws inspiration from research on social media to outline a field of study poised to reflexively grow as social technologies evolve. We foster the open access of sharing of research on the social properties of media, as they manifest themselves through the uses people make of networked platforms past and present, digital and non. The journal presents a collaborative, open, and shared space, dedicated exclusively to the study of social media and their implications for societies. It facilitates state-of-the-art research on cutting-edge trends and allows scholars to focus and track trends specific to this field of study.