학술논문
Factors Associated With Influential Health-Promoting Messages on Social Media: Content Analysis of Sina Weibo
Document Type
article
Author
Source
JMIR Medical Informatics, Vol 8, Iss 10, p e20558 (2020)
Subject
Language
English
ISSN
2291-9694
Abstract
BackgroundSocial media is a powerful tool for the dissemination of health messages. However, few studies have focused on the factors that improve the influence of health messages on social media. ObjectiveTo explore the influence of goal-framing effects, information organizing, and the use of pictures or videos in health-promoting messages, we conducted a case study of Sina Weibo, a popular social media platform in China. MethodsLiterature review and expert discussion were used to determine the health themes of childhood obesity, smoking, and cancer. Web crawler technology was employed to capture data on health-promoting messages. We used the number of retweets, comments, and likes to evaluate the influence of a message. Statistical analysis was then conducted after manual coding. Specifically, binary logistic regression was used for the data analyses. ResultsWe crawled 20,799 Sina Weibo messages and selected 389 health-promoting messages for this study. Results indicated that the use of gain-framed messages could improve the influence of messages regarding childhood obesity (P