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首页> 外文期刊>Journal of medical Internet research >The Role of Facebook in Crush the Crave, a Mobile- and Social Media-Based Smoking Cessation Intervention: Qualitative Framework Analysis of Posts
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The Role of Facebook in Crush the Crave, a Mobile- and Social Media-Based Smoking Cessation Intervention: Qualitative Framework Analysis of Posts

机译:Facebook在《 Crush the Crave》(基于移动和社交媒体的戒烟干预)中的作用:帖子的定性框架分析

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Background: Social networking sites, particularly Facebook, are increasingly included in contemporary smoking cessation interventions directed toward young adults. Little is known about the role of Facebook in smoking cessation interventions directed toward this age demographic.Objective: The aim of this study was to characterize the content of posts on the Facebook page of Crush the Crave, an evidence-informed smoking cessation intervention directed toward young adults aged 19 to 29 years.Methods: Crush the Crave Facebook posts between October 10, 2012 and June 12, 2013 were collected for analysis, representing page activity during the pilot phase of Crush the Crave. Of the 399 posts included for analysis, 121 were original posts, whereas the remaining 278 were reply posts. Posts were coded according to themes using framework analysis.Results: We found that the original Crush the Crave Facebook posts served two main purposes: to support smoking cessation and to market Crush the Crave. Most of the original posts (86/121, 71.1%) conveyed support of smoking cessation through the following 7 subthemes: encouraging cessation, group stimulation, management of cravings, promoting social support, denormalizing smoking, providing health information, and exposing tobacco industry tactics. The remaining original posts (35/121, 28.9%) aimed to market Crush the Crave through 2 subthemes: Crush the Crave promotion and iPhone 5 contest promotion. Most of the reply posts (214/278, 77.0%) were in response to the supporting smoking cessation posts and the remaining 64 (23.0%) were in response to the marketing Crush the Crave posts. The most common response to both the supporting smoking cessation and marketing Crush the Crave posts was user engagement with the images associated with each post at 40.2% (86/214) and 45% (29/64), respectively. The second most common response consisted of users sharing their smoking-related experiences. More users shared their smoking-related experiences in response to the supporting smoking cessation posts (81/214, 37.9%) compared to the marketing Crush the Crave posts (11/64, 17%). With the exception of 4 posts, a moderator posted all the original posts. In addition, although 56.00% (18,937/33,815) of Crush the Crave Facebook page users were men, only 19.8% (55/278) of the reply posts were made by men. Finally, men were found to be more likely to express sarcasm or make strong assertions about quitting smoking and Crush the Crave than women.Conclusions: The CTC Facebook page presents as a unique platform for supporting young adult smoking cessation at all stages of the cessation process. The findings of this study indicate that social networking sites, especially Facebook, warrant inclusion in tobacco control efforts directed towards young adults. Research on effectiveness of the Facebook page for quitting smoking is needed.
机译:背景:社交网站,尤其是Facebook,越来越多地纳入针对年轻人的当代戒烟干预措施中。关于Facebook在针对该年龄人群的戒烟干预措施中的作用知之甚少。目的:这项研究的目的是表征Crush the Crave的Facebook页面上帖子的内容,Crush the Crave是针对吸烟者的循证知情方法:收集2012年10月10日至2013年6月12日之间的Crush the Crave Facebook帖子进行分析,以表示“ Crush the Crave”试验阶段的页面活动。在纳入分析的399个职位中,有121个是原始职位,而其余278个是回复职位。结果:我们发现原始的Crush the Crave Facebook帖子具有两个主要目的:支持戒烟和营销Crush the Crave。大多数原始职位(86/121,占71.1%)通过以下7个子主题传达了对戒烟的支持:鼓励戒烟,团体激励,渴望管理,促进社会支持,使吸烟不正常化,提供健康信息以及公开烟草业策略。其余原始帖子(35/121,占28.9%)旨在通过两个子主题推销Crush the Crave:Crush the Crave促销和iPhone 5竞赛促销。大部分回复帖子(214/278,77.0%)是针对支持戒烟的帖子,其余64(23.0%)是针对营销Crush the Crave帖子的。支持戒烟和营销“ Crush the Crave”帖子最常见的反应是用户对与每个帖子相关的图像的参与度分别为40.2%(86/214)和45%(29/64)。第二个最常见的回应是用户分享与吸烟有关的经历。与支持“戒烟狂热”职位(11 / 64,17%)相比,更多的用户分享了他们与吸烟相关的经历,以回应支持的戒烟帖子(81 / 214,37.9%)。除4个帖子外,主持人发布了所有原始帖子。此外,尽管Crush the Crave Facebook页面用户中有56.00%(18,937 / 33,815)是男性,但只有19.8%(55/278)的回复是男性。最后,发现男性比女性更有可能表现出讽刺或对戒烟和“渴望渴望”的强烈断言。结论:CTC Facebook页面提供了一个独特的平台,在戒烟过程的各个阶段均支持年轻成人戒烟。这项研究的结果表明,社交网站,尤其是Facebook,有必要纳入针对年轻人的控烟工作。需要研究Facebook页面戒烟的有效性。

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