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How TV advertising and social network help tobacco control campaigns influence more

Published: 09 September 2015 Publication History

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.

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      cover image ACM Conferences
      BCB '15: Proceedings of the 6th ACM Conference on Bioinformatics, Computational Biology and Health Informatics
      September 2015
      683 pages
      ISBN:9781450338530
      DOI:10.1145/2808719
      Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than the author(s) must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected].

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      Published: 09 September 2015

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      Author Tags

      1. campaign evaluation
      2. social network
      3. tobacco control

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