Qianyi Zhan
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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Index Terms
- How TV advertising and social network help tobacco control campaigns influence more
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