ArticleJMIR public health and surveillance2020
Public Response to a Social Media Tobacco Prevention Campaign: Content Analysis.
Article in JMIR public health and surveillance, 2020. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 9 papers.
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Who cites it
9 citing papers in PubMed.
- Does media channel matter? exploring the disparities of online and offline anti-tobacco messages and their impacts on e-cigarette harm perception and use.Substance abuse treatment, prevention, and policy · 2026Article
- Opposition to Youth e-Cigarette Prevention Campaigns on Twitter and TikTok: Cross-Platform Observational Mixed Methods Analysis.Journal of medical Internet research · 2026Observational
- Tweeted, Trolled, Twisted: Battling for Narrative Control in E-Cigarette Use Prevention Campaigns (2014-2020).Journal of health communication · 2025Article
- The impact of the COVID-19 pandemic on the quality and reliability of smoking cessation videos on YouTube: a comparative study across three pandemic periods.Frontiers in public health · 2025Article
- Public Response to Federal Electronic Cigarette Regulations Analyzed Using Social Media Data Through Natural Language Processing: Topic Modeling Study.Journal of medical Internet research · 2024Article
- Public Perceptions and Discussions of the US Food and Drug Administration's JUUL Ban Policy on Twitter: Observational Study.JMIR formative research · 2024Article
- Characteristics Associated with Young Adults' Intentions to Engage with Anti-Vaping Instagram Posts.International journal of environmental research and public health · 2023Article
- Tobacco and cannabis use advertisements targeting adolescents and young adults on Snapchat in 2019.Preventive medicine reports · 2022Article
- Addressing cigarette smoking cessation treatment challenges during the COVID-19 pandemic with social media.Journal of substance abuse treatment · 2021Review
Corrections and comments
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Authors and funding
5 authors.
Funding
Abstract
backgroundPrior research suggests that social media-based public health campaigns are often targeted by countercampaigns.
objectiveUsing reactance theory as the theoretical framework, this research characterizes the nature of public response to tobacco prevention messages disseminated via a social media-based campaign. We also examine whether agreement with the prevention messages is associated with comment tone and nature of the contribution to the overall discussion.
methodsUser comments to tobacco prevention messages, posted between April 19, 2017 and July 12, 2017, were extracted from Twitter, Facebook, and Instagram. Two coders categorized comments in terms of tone, agreement with message, nature of contribution, mentions of government agency and regulation, promotional or spam comments, and format of comment. Chi-square analyses tested associations between agreement with the message and tone of the public response and the nature of contributions to the discussions.
resultsOf the 1242 comments received (Twitter: n=1004; Facebook: n=176; Instagram: n=62), many comments used a negative tone (42.75%) and disagreed with the health messages (39.77%), while the majority made healthy contributions to the discussions (84.38%). Only 0.56% of messages mentioned government agencies, and only 0.48% of the comments were antiregulation. Comments employing a positive tone (84.13%) or making healthy contributions (69.11%) were more likely to agree with the campaign messages (P=0.01). Comments employing a negative tone (71.25%) or making toxic contributions (36.26%) generally disagreed with the messages (P=0.01).
conclusionsThe majority of user comments in response to a tobacco prevention campaign made healthy contributions. Our findings encourage the use of social media to promote dialogue about controversial health topics such as smoking. However, toxicity was characteristic of comments that disagreed with the health messages. Managing negative and toxic comments on social media is a crucial issue for social media-based tobacco prevention campaigns to consider.
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What OpenQuestion holds
Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.