Abstract
The influence of new social media on health behaviors has been well established. In this paper, we focus on social network activities related to tobacco control advertisement campaigns. We aim to find out how advertising is related to the social media conversation, and to what extent the social conversation stimulates further engagement with the campaign. Three methods of measurement are used to solve this problem. Among them a novel inference model: SII model is proposed, which can predict whether user will attend the conversation. The results of all methods shows TV exposures information launches the social conversation and the diffusion process inside the social network further stimulates the engagement with the campaign.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.