Social Listening Research Articles

Understanding content dissemination on sensemaking: WHO’s social listening strategy on X during the initial phase of COVID-19

Abstract Purpose Guided by the Crisis and Emergency Risk Communication model (CERC, Reynolds and Seeger 2005. Crisis and emergency risk communication as an integrative model. Journal of Health Communication 10(1). 43–55.), the present study aimed to study how X (formerly Twitter) users sensemaking and efficacy based message. Additionally, the study also aimed to understand how the World Health Organization (WHO) responded to the emerging conversation. Methods Unsupervised machine learning was conducted on 6.1 million tweets between January and March 2020 to understand sensemaking about COVID-19 among X users. Additionally, content analysis was used to examine if the World Health Organization (WHO) responded to popular emerging conversations via content on their own X handle. Findings The majority of dominant topics in COVID-19 tweets from January to March 2020 related to understanding the virus and the crisis it caused. X users tried to make sense of their surroundings and re-create their familiar world by framing events. Content analysis revealed that WHO engaged in effective social listening and responded quickly to dominant X conversations to help people make sense of the situation. Practical Implications The initial stage of COVID-19 pandemic was marked with uncertainty. However, WHO had a robust communication strategy and addressed the dominant conversation during the time frame including debunking misinformation. Originality/Value The present study fills the research gap by situating the themes in the context of the health crisis and extending the CERC model to user-generated content via the lens of sensemaking and efficacy messages during the COVID-19 pandemic. Additionally, the study segmented the timelines into smaller time intervals to understand how sensemaking evolved over time.

Ethics in social listening in infodemic management in health emergencies

Abstract Issue During the COVID-19 pandemic and subsequent outbreaks, health organizations have increased the use of social listening to inform infodemic management and outbreak response activities. This demonstrated the need to provide ethical guidance to organizations, and individuals engaging in social listening practices before, during and after public health emergencies, whilst protecting human rights. Description of the problem Social listening as a public health activity draws on analysis of conversations in social media, internet platforms, and feedback from geographically localized communities. Infodemic insights are generated rapidly, to support agile action by health organizations that improves outbreak response, health information delivery, community engagement, or reduction of unintended harm experiences by communities. Social listening involves use of social media and internet trace data, which were traditionally not used in public health for understanding community expressions, WHO convened a panel of experts to develop a framework on ethical considerations for social listening in infodemic management to provide recommendations for health authorities and researchers on practical tools that support setting up new data analysis and use of insights hereto not used in routine. Results The guidance framework has been structured into segments that vary from ethical principles and challenges in social listening and generation of infodemic insights, alignment with human rights, substantive principles, procedural principles, and practical guidance for translating these principles into real-world practice. Lessons This guidance aims to illuminate the intricate ethical dimensions of social listening and stress the urgent need for ethical guidance in this realm. The framework is a comprehensive inquiry of the ethical scope in social listening, providing valuable insights, practical guidance, and case studies to enhance understanding of this critical global health issue. Key messages • While essential, social listening and infodemic insights come with ethical risks, including potential harm to populations in vulnerable situations, erosion of trust, and misuse of data. • This ethical framework will govern social listening practices and ensure responsible and ethical social listening.

Artificial intelligence – NPHIs’ role in utilizing its opportunities and addressing the risks

Abstract Issue & Problem National Public Health Institutes (NPHIs) in many countries are at the forefront of action to mitigate the impact of current and future threats to health as well as improving population health and wellbeing. Through research, collaboration, and support, NPHIs can approach these new realities together. One of the many emerging realities that NPHIs will need to engage in is how NPHIs best can utilise the powers of artificial intelligence and deal with the ethical and legal issues that come with it. Methods In preparation of IANPHI’s (International Association of National Public Health Institutes) Europe Regional network meeting in April 2024 a survey was conducted among the 42 members. 16 countries replied to questions, around e.g., 1) current applications of (generative) artificial intelligence (AI) in the work of institutes, 2) which experiences were made and 3) which measures NPHIs take to best utilize the possibilities and overcome challenges of AI technologies. Within four weeks 16 replies were shared. Lessons & Conclusions Some institutes have not yet adopted AI, while others report multiple applications but the primary areas of application vary considerably among Europe. Applications include summarizing and reformatting text; translation; transcribing and documenting meetings; search information in documents or databases; coding; creating visuals; literature review; surveillance of infectious diseases; disease forecasting; analysis of transmission dynamics; vaccine efficacy assessment and development; image recognition; diagnosis and prediction of diseases from medical datasets; text mining; symptom extraction; social listening; prediction of nitrate concentration in groundwater; drug analysis and measuring psychological resilience in social crisis. Key messages • AI poses opportunities and risks for public health and work of national public health institutes and capacity building initiatives are essential. • IANPHI decided to develop a joint framework for the use of AI in its member organisations with a focus on research and responsible use.

Informing infodemic management capacity building by piloting an adaptable capability tool

Abstract Background Infodemic management competencies and indicators have been included in key WHO pandemic preparedness documents and guidance such as the Preparedness and Resilience for Emerging Threats (PRET) initiative, the Health Emergency preparedness and response (HEPR) framework and in the WHO benchmarks for strengthening health emergency capacities. Training and capacity building is needed to strengthen infodemic management skills and capacity, and a tool to define capabilities and inform training needs was needed. Objectives An adaptable tool was developed and piloted to measure infodemic management capacity to inform training and capacity building needs. The tool was informed by previous work and adapted to cover a wide set of capabilities. It was piloted in March - May 2024. Results The tool was developed to cover the breadth of infodemic management work practice and structural support and included: who is conducting infodemic management work; structures in place to support; main activities; health topics focus areas; partnerships with other organisations; social listening and infodemic insights generation; as well as challenges, opportunities and training needs. The tool can be adapted to the specific situation, with a full survey able to be disseminated via an online survey platform as well as a modified interview guide for key informants or settings where that is more appropriate. Conclusions Preliminary results show that this tool can be a useful way to measure infodemic management competencies and to inform training and capacity building needs. The ability to adapt to specific settings is important to ensure the results are as useful and tailored as possible. As further testing in different setting continues the tool will continue to be iterated upon. Key messages • Infodemic management is an important component of pandemic preparedness and resilience and across the whole emergency response cycle. • A new adaptable tool to measure capabilities can help inform infodemic management trainings and capacity building.

Social listening applied to tailor communication on immunization in the Republic of Moldova.

Although the Republic of Moldova had good vaccination rates, anti-vax messages have recently begun to spread, eroding the population's confidence. Vaccination coverage against measles, mumps, and rubella at the target age of 12 months decreased from 95% in 2008 to 83% in 2021. The recent measles outbreak in Romania and three confirmed cases in Moldova, combined with the refugee crisis, have highlighted the importance of vaccination and sparked online conversations on this subject. A mixed-methods study was conducted, involving social listening activities on immunization using the Talkwalker software and qualitative analysis of the identified narratives. Out of 450 identified comments, 30 were selected for further analysis. Over 5 months, a total of 865 results were obtained, with an engagement rate of 6300. The peak in results occurred between 11 and 18 December, driven by the recent measles outbreak in Romania, which saw several confirmed cases and one death, as well as the first cases of measles in Moldova after 3 years. However, no significant increase in the engagement rate was recorded. Comments on immunization tended to reflect distrust in authorities and doctors, political and ideological views, and a lack of knowledge about the risks of vaccine-preventable diseases. The analysed conversations are assessed as having a low risk of spreading, though some employ techniques to influence or manipulate behaviours. The topic of vaccination is used to promote political ideologies through messages issued by the mass media. The information vacuum must be filled with messages designed to produce attitude change regarding vaccination.

Developing an mpox risk assessment matrix for social listening and infodemic insights generation

Abstract Issue Any effective response to an infodemic, requires prioritizing public health response on identified narrative themes that pose highest risk to health and well-being of populations. High-risk narratives often require more swift and far-reaching action and low-risk narratives require little or no response. Description of the problem Different countries are assigned different levels of risk to specific narratives or concerns, recognizing that for some issues there may be a large gap between the true public health threat and what is generating lots of conversations, concerns and press coverage that indicate a high degree of risk perception that may be unwarranted. WHO developed a risk matrix to apply to global analysis of questions, concerns and narratives about mpox, which resulted in biweekly infodemic intelligence reports that risk-assessed identified infodemic themes and corresponding recommendations for action. Results Risk assessment criteria were defined in the context of WHO’s global infodemic insights analysis for low, medium and high risk and positive sentiment in mpox global outbreak context before conducting the integrated analysis so that insights were reproducible and infodemic response actions were prioritized. This implemented the WHO/UNICEF training manual on 6 steps to produce an infodemic insights report, which includes tools on how to develop and apply a risk matrix for a specific public health question of concern and apply it in analysis. Lessons The approach resulted in rapid, systematic, reproducible and evidence-driven decision-making to respond to the infodemic accompanying the mpox global outbreak. Risk matrices must be adapted to the context of the public health event and the mandate of the health authority taking action. An mpox risk matrix for narratives included adaptation to reflect high-risk from stigmatizing narratives, as well as narratives circulating around or within LGBTQI+ communities. Key messages • A risk matrix must be developed and adapted to the context of each health emergency and level of health authority action. • Prioritization for rapid infodemic response based on a risk assessment is that it facilitates more effective response in a health emergency.

Traffic as an Urban Health Determinant: Coverage of the New York City Congestion Pricing Plan on TikTok.

Social listening can provide deeper insight into public sentiment regarding policy proposals, as seen with the congestion pricing initiative in New York City (NYC). The purpose of this study was to assess the content of a sample of TikTok videos related to congestion pricing in NYC. A total of 100 unique videos were extracted from the hashtag #nyccongestionpricing on TikTok and coded for the presence of the following information based on four different areas of focus: video metrics, details about pricing plan, effects of pricing plan, and user-related issues. In total, the 100-video sample received 17,375,818 views, 1,285,610 likes, 89,883 favorites, and 100,634 comments. Only 3 of the 25 content characteristics were present in a majority (> 50) of the videos. These were mentions location (below 60th street of Manhattan) (N = 65), mentions cost (N = 61), and mentions cons of pricing (N = 56). Mentioning location had a significant effect on the views (p = 0.0163) and likes (p = 0.0225) a video received. Mentioning cost had a statistical impact on the views (p = 0.0098), likes (p = 0.0128), favorites (p = 0.0128), and comments (p = 0.0030) that the video received. Mentioning the MTA and benefits of the congestion plan significantly lowered metrics of engagement. Themes that emerged were personal, often negative and tended to focus more on cost to citizens and location, despite the evidence of negative public health impacts. This research can be used as a springboard for future research that examines social listening at the intersection of public health and policy.

Infodemics and Vaccine Confidence: Protocol for Social Listening and Insight Generation to Inform Action.

In the fall of 2020, the COVID-19 infodemic began to affect public confidence in and demand for COVID-19 vaccines in the United States. While polls indicated what consumers felt regarding COVID-19 vaccines, they did not provide an understanding of why they felt that way or the social and informational influences that factored into vaccine confidence and uptake. It was essential for us to better understand how information ecosystems were affecting the confidence in and demand for COVID-19 vaccines in the United States. The US Centers for Disease Control and Prevention (CDC) established an Insights Unit within the COVID-19 Response's Vaccine Task Force in January 2021 to assist the agency in acting more swiftly to address the questions, concerns, perceptions, and misinformation that appeared to be affecting uptake of COVID-19 vaccines. We established a novel methodology to rapidly detect and report on trends in vaccine confidence and demand to guide communication efforts and improve programmatic quality in near real time. We identified and assessed data sources for inclusion through an informal landscape analysis using a snowball method. Selected data sources provided an expansive look at the information ecosystem of the United States regarding COVID-19 vaccines. The CDC's Vaccinate with Confidence framework and the World Health Organization's behavioral and social drivers for vaccine decision-making framework were selected as guiding principles for interpreting generated insights and their impact. We used qualitative thematic analysis methods and a consensus-building approach to identify prevailing and emerging themes, assess their potential threat to vaccine confidence, and propose actions to increase confidence and demand. As of August 2022, we have produced and distributed 34 reports to >950 recipients within the CDC and externally. State and local health departments, nonprofit organizations, professional associations, and congressional committees have referenced and used the reports for learning about COVID-19 vaccine confidence and demand, developing communication strategies, and demonstrating how the CDC monitored and responded to misinformation. A survey of the reports' end users found that nearly 75% (40/53) of respondents found them "very" or "extremely" relevant and 52% (32/61) used the reports to inform communication strategies. In addition, our methodology underwent continuous process improvement to increase the rigor of the research process, the validity of the findings, and the usability of the reports. This methodology can serve as a diagnostic technique for rapidly identifying opportunities for public health interventions and prevention. As the methodology itself is adaptable, it could be leveraged and scaled for use in a variety of public health settings. Furthermore, it could be considered beyond acute public health crises to support adherence to guidance and recommendations and could be considered within routine monitoring and surveillance systems.

Political elite social listening: How Portuguese MPs perceive their own motivations to join and use Twitter/X

Most studies on political actors’ use of Twitter focus on content and social network analysis, but not on their motivations and passive usage. We applied a questionnaire to a significant sample of 94 Members of Parliament (MPs), with a quota sample sized by political party representation in Parliament, to survey their motivations to have or not a Twitter account and their uses. We concluded that MPs see Twitter mostly as a political tool unlike other social media platforms. The most common motivation to join and use Twitter is to read other politicians’ opinions which helps explain why the small Twitter adoption in Portugal does not deter its use as their peers and political elite is on the platform. That twitter elite can even be a motivator to join as their peer social capital is key to re-election in closed list-elections countries such as Portugal.

Timely, Granular, and Actionable: Designing a Social Listening Platform for Public Health 3.0

Every day, patients access and generate online health content through a variety of channels, creating an ever-expanding sea of digital data. At the same time, proponents of public health have recently called for timely, granular, and actionable data to address a range of public health issues, stressing the need for social listening platforms that can identify and compile this valuable data. Yet previous attempts at social listening in healthcare have yielded mixed results, largely because they have failed to incorporate sufficient context to understand the communications they seek to analyze. Guided by activity theory to design HealthSense, we propose a platform for efficiently sensing and gathering data across the web for real-time analysis to support public health outcomes. HealthSense couples theory-guided content analysis and graph propagation with graph neural networks (GNNs) to assess the relevance and credibility of information, as well as intelligently navigate the complex online channel landscape, leading to significant improvements over existing social listening tools. We demonstrate the value of our artifact in gathering information to support two exemplar public health tasks: (1) performing postmarket drug surveillance for adverse reactions and (2) addressing the opioid crisis by monitoring for potent synthetic opioids released into communities. Our results across data, user, and event experiments show that effective design artifacts can enable better outcomes across both automated and human decision-making contexts, making social listening for public health possible, practical, and valuable. Through our design process, we extend activity theory to address the complexities of modern online communication platforms, where information resides not only in the collection of individual communication activities but also in the complex network of interactions among them.

P.110: Harnessing social listening to gauge public awareness of kidney transplantation.

P.110: Harnessing social listening to gauge public awareness of kidney transplantation.

Ethical Considerations in Infodemic Management: Systematic Scoping Review.

During health emergencies, effective infodemic management has become a paramount challenge. A new era marked by a rapidly changing information ecosystem, combined with the widespread dissemination of misinformation and disinformation, has magnified the complexity of the issue. For infodemic management measures to be effective, acceptable, and trustworthy, a robust framework of ethical considerations is needed. This systematic scoping review aims to identify and analyze ethical considerations and procedural principles relevant to infodemic management, ultimately enhancing the effectiveness of these practices and increasing trust in stakeholders performing infodemic management practices with the goal of safeguarding public health. The review involved a comprehensive examination of the literature related to ethical considerations in infodemic management from 2002 to 2022, drawing from publications in PubMed, Scopus, and Web of Science. Policy documents and relevant material were included in the search strategy. Papers were screened against inclusion and exclusion criteria, and core thematic areas were systematically identified and categorized following PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines. We analyzed the literature to identify substantive ethical principles that were crucial for guiding actions in the realms of infodemic management and social listening, as well as related procedural ethical principles. In this review, we consider ethical principles that are extensively deliberated upon in the literature, such as equity, justice, or respect for autonomy. However, we acknowledge the existence and relevance of procedural practices, which we also consider as ethical principles or practices that, when implemented, enhance the efficacy of infodemic management while ensuring the respect of substantive ethical principles. Drawing from 103 publications, the review yielded several key findings related to ethical principles, approaches, and guidelines for practice in the context of infodemic management. Community engagement, empowerment through education, and inclusivity emerged as procedural principles and practices that enhance the quality and effectiveness of communication and social listening efforts, fostering trust, a key emerging theme and crucial ethical principle. The review also emphasized the significance of transparency, privacy, and cybersecurity in data collection. This review underscores the pivotal role of ethics in bolstering the efficacy of infodemic management. From the analyzed body of literature, it becomes evident that ethical considerations serve as essential instruments for cultivating trust and credibility while also facilitating the medium-term and long-term viability of infodemic management approaches.

Large Language Models Can Enable Inductive Thematic Analysis of a Social Media Corpus in a Single Prompt: Human Validation Study.

Manually analyzing public health-related content from social media provides valuable insights into the beliefs, attitudes, and behaviors of individuals, shedding light on trends and patterns that can inform public understanding, policy decisions, targeted interventions, and communication strategies. Unfortunately, the time and effort needed from well-trained human subject matter experts makes extensive manual social media listening unfeasible. Generative large language models (LLMs) can potentially summarize and interpret large amounts of text, but it is unclear to what extent LLMs can glean subtle health-related meanings in large sets of social media posts and reasonably report health-related themes. We aimed to assess the feasibility of using LLMs for topic model selection or inductive thematic analysis of large contents of social media posts by attempting to answer the following question: Can LLMs conduct topic model selection and inductive thematic analysis as effectively as humans did in a prior manual study, or at least reasonably, as judged by subject matter experts? We asked the same research question and used the same set of social media content for both the LLM selection of relevant topics and the LLM analysis of themes as was conducted manually in a published study about vaccine rhetoric. We used the results from that study as background for this LLM experiment by comparing the results from the prior manual human analyses with the analyses from 3 LLMs: GPT4-32K, Claude-instant-100K, and Claude-2-100K. We also assessed if multiple LLMs had equivalent ability and assessed the consistency of repeated analysis from each LLM. The LLMs generally gave high rankings to the topics chosen previously by humans as most relevant. We reject a null hypothesis (P<.001, overall comparison) and conclude that these LLMs are more likely to include the human-rated top 5 content areas in their top rankings than would occur by chance. Regarding theme identification, LLMs identified several themes similar to those identified by humans, with very low hallucination rates. Variability occurred between LLMs and between test runs of an individual LLM. Despite not consistently matching the human-generated themes, subject matter experts found themes generated by the LLMs were still reasonable and relevant. LLMs can effectively and efficiently process large social media-based health-related data sets. LLMs can extract themes from such data that human subject matter experts deem reasonable. However, we were unable to show that the LLMs we tested can replicate the depth of analysis from human subject matter experts by consistently extracting the same themes from the same data. There is vast potential, once better validated, for automated LLM-based real-time social listening for common and rare health conditions, informing public health understanding of the public's interests and concerns and determining the public's ideas to address them.

The COVID-19 infodemic as a major driver for vaccine hesitancy in conflict settings: a mixed-method study

Since COVID-19 emerged in China, social media has spread fake news and conspiracy theories faster than the virus, causing the population to take false actions and follow misleading information, which leads to hospitalization, and even deaths, especially in conflict settings. Therefore, efforts to address health misinformation on social media have become urgent. For these reasons, we monitored social media following the vaccine rollout in Yemen and assessed the impact of the infodemic on the population's vaccine hesitancy in Yemen. To triangulate our data, we executed a mixed method approach in which qualitative data via online social listening was gathered using the WHO Early AI-supported Response with Social Listening (EARS) platform, and then complemented and verified with a Knowledge, Attitude and Practices (KAP) survey. Our results showed that social media in Yemen were exhibited contradictory facts and information gaps about the COVID-19 vaccine. The unaddressed questions and concerns on Facebook and Twitter have been filled with all types of misinformation, including rumors and conspiracy theories about the vaccine. Furthermore, the government's weak Risk Communication and Community Engagement (RCCE) have caused an enormous mistrust in its public health actions and stimulated negative behaviours towards the COVID-19 vaccine. The online social listening results were complemented with the survey findings as one third (38%) of the respondents admitted that COVID-19 vaccine misinformation affected their health decisions and almost two-third (61%) showed unwillingness to take the COVID-19 vaccine which clearly demonstrate the Yemenis hesitation in making health decisions including vaccine uptake. Our study highlights the importance of strengthening health communication and infodemic management to mitigate vaccine hesitancy and increase public confidence in the COVID-19 vaccine.

Insights Into the Patient Experience of Hormone Therapy for Early Breast Cancer Treatment Using Patient Forum Discussions and Natural Language Processing.

Understanding the real-world experience of patients with early breast cancer (eBC) is imperative for optimizing outcomes and evolving patient care. However, there is a lack of patient-level data, hindering clinical development. This social listening study was performed to understand patient insights into symptoms and impacts of hormone therapy (HT) for eBC using posts from patient forums on breastcancer.org to inform future clinical research. Natural language processing (NLP) and machine learning techniques were used to identify themes related to eBC from a sample of 500,000 posts. After relevant data selection, 362,074 eBC posts were retained for further analysis of symptoms and impacts related to HT, as well as insights into symptom severity, pain locations, and symptom management using exercise and yoga. Overall, 32 symptoms and nine impacts had significant associations with ≥one HT. Hot flush (relative risk [RR], 6.70 [95% CI, 3.36 to 13.36]), arthralgia (RR, 6.67 [95% CI, 3.53 to 12.59]), weight increased (RR, 4.83 [95% CI, 3.20 to 7.28]), mood swings (RR, 7.36 [95% CI, 5.75 to 9.42]), insomnia (RR, 4.76 [95% CI, 3.14 to 7.22]), and depression (RR, 3.05 [95% CI, 1.71 to 5.44]) demonstrated the strongest associations. Severe headache, dizziness, back pain, and muscle spasms showed significant associations with ≥one HT despite their low overall prevalence in eBC posts. The social listening approach allowed the identification of real-world insights from posts specific to eBC HT from a large-scale online breast cancer forum that captured experiences from a uniquely diverse group of patients. Using NLP has a potential to scale analysis of patient feedback and reveal actionable insights into patient experiences of treatment that can inform the development of future therapies and improve the care of patients with eBC.

Kültürel Semboller ve Halkla ilişkiler: Yerel ve Küresel Yaklaşımlar

This study has comprehensively examined the critical role of cultural symbols in public relations in creating brand identity, connecting with audiences, and executing successful public relations campaigns. Cultural symbols serve not only as visual or symbolic elements when shaping the identity of brands, but also as an important means of establishing emotional and cultural bonds with target audiences. It was also emphasized in the study that these ties create a feeling of trust, belonging and shared values in consumers, thus having the potential to increase brand loyalty. For public relations professionals, the use of cultural symbols is of critical importance in various areas such as crisis management, consumer relations and social responsibility, beyond creating brand identity. Cultural symbols help a brand connect deeply with its target audience and appeal to their emotional world. Brands that communicate in harmony with local culture and traditions gain deeper acceptance within that community. At the same time, cultural symbols contribute to the brand gaining a competitive advantage in the international arena by managing the way it is perceived in local communities and the global market. With the global access opportunities brought by the digital age, the potential of brands to reach a global audience through cultural symbols has increased. However, this also brings with it the requirements of cultural sensitivity and ethical responsibility. It is critical for a brand to be careful when communicating with cultural symbols to avoid potential misunderstandings and avoid situations that could cause a negative reaction among consumers. Symbols used in harmony with local cultural values enable brands to establish strong ties with local communities and receive support from these ties. Additionally, integrating cultural symbols with universal themes increases the ability of brands to exist in global markets and contributes to effective communication at the international level. The effectiveness of cultural symbols is evaluated through criteria such as audience engagement, brand recall and sentiment analysis. Social listening tools and ethnographic research are critical to understanding how cultural symbols are perceived and resonate. Using these tools together provides a solid framework for evaluating the impact of cultural symbols in public relations. Key Words: Cultural Symbols, Public Relations, Local Approaches, Global Approaches, Brand Identity

Thematic modeling and linguistic analysis of text messages from a social network for information and analytical support of logistics business

In the modern economy, the success of a business is largely determined by the company’s ability to analyze consumer preferences, consumer attitudes towards the company’s products, as well as the ability to quickly respond to changing preferences or negative trends. Social listening is a technology for analyzing conversations, text messages and any kind of mention of a company, its products or brand. Currently, it is most effective to carry out social listening by monitoring social networks (VKontakte, etc.), which are the largest sources of text messages from millions of users. The purpose of this work is to analyze the practices of using social listening technology, as well as common approaches to the use of social networks by domestic and foreign companies. Based on the specialized software developed by the authors, an analysis of more than 50 000 news reports published in 2021–2024 was carried out on companies of different levels and specialization. Using linguistic analysis of the corpus of text messages for various companies and sectors of the economy, the most common words were identified, thematic modeling was carried out, and the dynamics of news reports and their relationship with external factors were studied.

The Anteceding Role of Past Experience, Electronic Word-of-Mouth, and Emotional Intelligence on the Determinants of Purchase Intention of Green Skincare Products

The researchers analyzed the factors influencing Filipino millennials' intention to purchase green skincare products based on data from 454 respondents (n=454) residing or working in the National Capital Region. The Theory of Planned Behavior mainly guides the analysis to elucidate positive and significant correlation among Past Experience, Electronic Word-of-Mouth, and Emotional Intelligence on the determinants of intention to purchase green skincare products: Attitude, Subjective Norm, and Self-Efficacy. The results show that Past Experience and Emotional Intelligence have a moderate impact, whereas Electronic Word-of-Mouth has a lesser effect on the key determinants of purchase intention. The current study proposes increased information sharing through marketing campaign strategies such as brand partnerships, the creation of social care groups, fear appeal marketing (FAM), social listening, customer surveys, sales promotions, and verbal persuasion. Future research on the subject may consider various demographics, such as Generation X and Z, and the male market. Finally, to extend the study on green skincare products considering the relationship between antecedent variables.

Hidden advertisements included in cancer information posts: Insights from social listening.

e21017 Background: Access to cancer information on the Internet has proliferated, yet ensuring the accuracy and reliability of such information remains a challenge. The abundance of online content necessitates a comprehensive understanding of the prevailing landscape of cancer information dissemination. Methods: Cancer-related information was retrieved from search engine results pages of NAVER and Google, the most frequently used websites for information search in South Korea, during September and October 2023. Promoted posts and overt advertisements were excluded from the dataset. Posts featuring more than 50% of advertising content were categorized as fully hidden advertisements (HA), while those with lesser proportions were classified as partially HA. In cases where there was no advertising content but the hospital name or contact information was indicated for promotional purposes, it was classified as a simple HA. Topic modeling techniques were employed to analyze the content of HA posts, identifying prevalent themes and keywords indicative of promotional intent. Results: Of the collected posts, 48.6% were classified as HA. The publisher of the HA was 26.8% of oriental medicine/care hospitals, followed by general hospitals (25.3%), non-professional (21.3%), and small and medium-sized private hospitals (17.4%). In HA, 40.3% were full advertisements, 36.75% were partial advertisements, and the remainder were simple displays. By cancer type, 65.3% of posts about breast cancer were advertising posts, 55.2% were about colon cancer, and 53.7% were about stomach cancer. In the topic modeling analysis of HA, despite containing basic and theoretical information about cancer, HA subtly directs users towards advertising content, featuring terms related to private insurance and complementary medicine. Conclusions: The study elucidates the prevalence and characteristics of HA within cancer-related information available online, highlighting the need for heightened awareness. While it may not be inherently wrong, HA can impact user perception and decision-making processes. Additional research is underway to determine whether information classified as HA can be trusted. Addressing issues such as HA within cancer information will likely require cooperation between search engine platforms and government agencies.

Beyond Likes and Shares: Exploring the Influence of Social Media on Brand Choices among College of Business Students at a Private Higher Education Institution in the Philippine

Social media platforms are pivotal where consumers express opinions, seek information, and engage with brands. This study investigates the impact of social listening and social search on consumer behavior and brand engagement. Social listening involves tracking and analyzing online discussions across various platforms, while social search refers to utilizing social media platforms as search engines for information and product discovery. This research explores these practices to assess their influence on consumer perceptions, decision-making processes, purchasing behaviors, and brand loyalty. It employs a quantitative approach, utilizing regression, correlation analyses, and survey data from social media platforms. Key findings indicate that social listening and social search significantly affect consumer perceptions, aiding in product discovery and understanding brand attributes. Positive social media interactions strongly influence purchasing decisions, while active engagement with brands on social media is evident, especially when brands respond to interactions or run interactive campaigns. Moreover, social media emerges as a primary source of product information, with user-generated content deemed more authentic than traditional advertising. The study underscores the effectiveness of social listening tools in providing valuable insights for businesses, enhancing brand perception, and earning consumer loyalty. Gender is a significant factor influencing various aspects of consumer behavior on social media, while educational background has a comparatively more minor impact. Overall, this research illuminates the pivotal role of social listening, social search, and social media interactions on consumer behavior and fostering brand engagement. The findings offer actionable insights for businesses to tailor marketing strategies, prioritize engagement, and leverage user-generated content in the digital landscape.