Effectiveness of social video platforms in promoting smoking cessation among youth: A content-specific analysis of smoking cessation topic videos on the social platform Bilibili
Introduction Smoking cessation is a significant public health issue for young people. Social media provide the public with health knowledge through various types of videos. Bilibili is a trendy social video platform among the young population in China, and the number of smoking cessation videos on t...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
European Publishing
2023-08-01
|
| Series: | Tobacco Induced Diseases |
| Subjects: | |
| Online Access: | http://www.tobaccoinduceddiseases.org/Effectiveness-of-social-video-platforms-in-promoting-smoking-ncessation-among-youth,169662,0,2.html |
| _version_ | 1797650369921155072 |
|---|---|
| author | Liujiang Ye Yijie Ye Hao Gao |
| author_facet | Liujiang Ye Yijie Ye Hao Gao |
| author_sort | Liujiang Ye |
| collection | DOAJ |
| description | Introduction
Smoking cessation is a significant public health issue for young people.
Social media provide the public with health knowledge through various types
of videos. Bilibili is a trendy social video platform among the young population
in China, and the number of smoking cessation videos on this platform is
continuously increasing. Different content creators advocating smoking cessation
through videos may influence young people’s attitudes and behaviors towards
tobacco and smoking. This study aims to measure the message sensation value
(MSV) and the information appeals in smoking cessation videos on Bilibili,
examining their impact on communication effectiveness.
Methods
This study collected 337 videos from Bilibili and conducted a content
analysis regarding the content creator’s information, video presentation, MSV,
and message appeals. The communication effectiveness of the videos was defined
as a dependent variable and was divided into three dimensions: communication
breadth, recognition, and participation.
Results
The average MSV (rated on a scale of 0 to 11) for smoking cessation-themed
videos was 4.49 (SD=2.23). Chi-squared analysis revealed significant differences
among different types of videos in the use of threat appeal (p<0.001), humor
appeal (p<0.001), and psychological benefit (p<0.05). Additionally, different
types of creators showed differences in the use of threat appeal (p<0.05), humor
appeal (p<0.001), and psychological benefit (p<0.05). ANOVA results indicated
significant differences in the level of MSV among different smoking cessation
videos (F=39.775, p<0.001). Linear regression analysis showed that MSV, threat
appeal, humor appeal, and economic benefit positively impacted dissemination
effects (p<0.001).
Conclusions
The results indicate that young people are likelier to watch smoking
cessation videos with higher MSV and information appeal. These elements can
enhance persuasion and the effectiveness of communication. Therefore, when
video creators aim to promote smoking cessation among young people, they can
consider factors such as MSV, threat appeal, humor appeal, and economic benefit
to enhance communication effects. |
| first_indexed | 2024-03-11T15:59:15Z |
| format | Article |
| id | doaj.art-c5b4baeb54d8441ea31bba6a33392ef1 |
| institution | Directory Open Access Journal |
| issn | 1617-9625 |
| language | English |
| last_indexed | 2024-03-11T15:59:15Z |
| publishDate | 2023-08-01 |
| publisher | European Publishing |
| record_format | Article |
| series | Tobacco Induced Diseases |
| spelling | doaj.art-c5b4baeb54d8441ea31bba6a33392ef12023-10-25T08:34:11ZengEuropean PublishingTobacco Induced Diseases1617-96252023-08-0121August11010.18332/tid/169662169662Effectiveness of social video platforms in promoting smoking cessation among youth: A content-specific analysis of smoking cessation topic videos on the social platform BilibiliLiujiang Ye0Yijie Ye1https://orcid.org/0000-0001-8028-7854Hao Gao2https://orcid.org/0000-0002-9749-008XSchool of Journalism and Communication, Nanjing Normal University, Nanjing, ChinaSchool of Journalism and Communication, Nanjing Normal University, Nanjing, ChinaSchool of Journalism and Communication, Nanjing Normal University, Nanjing, ChinaIntroduction Smoking cessation is a significant public health issue for young people. Social media provide the public with health knowledge through various types of videos. Bilibili is a trendy social video platform among the young population in China, and the number of smoking cessation videos on this platform is continuously increasing. Different content creators advocating smoking cessation through videos may influence young people’s attitudes and behaviors towards tobacco and smoking. This study aims to measure the message sensation value (MSV) and the information appeals in smoking cessation videos on Bilibili, examining their impact on communication effectiveness. Methods This study collected 337 videos from Bilibili and conducted a content analysis regarding the content creator’s information, video presentation, MSV, and message appeals. The communication effectiveness of the videos was defined as a dependent variable and was divided into three dimensions: communication breadth, recognition, and participation. Results The average MSV (rated on a scale of 0 to 11) for smoking cessation-themed videos was 4.49 (SD=2.23). Chi-squared analysis revealed significant differences among different types of videos in the use of threat appeal (p<0.001), humor appeal (p<0.001), and psychological benefit (p<0.05). Additionally, different types of creators showed differences in the use of threat appeal (p<0.05), humor appeal (p<0.001), and psychological benefit (p<0.05). ANOVA results indicated significant differences in the level of MSV among different smoking cessation videos (F=39.775, p<0.001). Linear regression analysis showed that MSV, threat appeal, humor appeal, and economic benefit positively impacted dissemination effects (p<0.001). Conclusions The results indicate that young people are likelier to watch smoking cessation videos with higher MSV and information appeal. These elements can enhance persuasion and the effectiveness of communication. Therefore, when video creators aim to promote smoking cessation among young people, they can consider factors such as MSV, threat appeal, humor appeal, and economic benefit to enhance communication effects.http://www.tobaccoinduceddiseases.org/Effectiveness-of-social-video-platforms-in-promoting-smoking-ncessation-among-youth,169662,0,2.htmlsmoking cessationsocial mediabilibilihealth promotion |
| spellingShingle | Liujiang Ye Yijie Ye Hao Gao Effectiveness of social video platforms in promoting smoking cessation among youth: A content-specific analysis of smoking cessation topic videos on the social platform Bilibili Tobacco Induced Diseases smoking cessation social media bilibili health promotion |
| title | Effectiveness of social video platforms in promoting smoking
cessation among youth: A content-specific analysis of
smoking cessation topic videos on the social platform Bilibili |
| title_full | Effectiveness of social video platforms in promoting smoking
cessation among youth: A content-specific analysis of
smoking cessation topic videos on the social platform Bilibili |
| title_fullStr | Effectiveness of social video platforms in promoting smoking
cessation among youth: A content-specific analysis of
smoking cessation topic videos on the social platform Bilibili |
| title_full_unstemmed | Effectiveness of social video platforms in promoting smoking
cessation among youth: A content-specific analysis of
smoking cessation topic videos on the social platform Bilibili |
| title_short | Effectiveness of social video platforms in promoting smoking
cessation among youth: A content-specific analysis of
smoking cessation topic videos on the social platform Bilibili |
| title_sort | effectiveness of social video platforms in promoting smoking cessation among youth a content specific analysis of smoking cessation topic videos on the social platform bilibili |
| topic | smoking cessation social media bilibili health promotion |
| url | http://www.tobaccoinduceddiseases.org/Effectiveness-of-social-video-platforms-in-promoting-smoking-ncessation-among-youth,169662,0,2.html |
| work_keys_str_mv | AT liujiangye effectivenessofsocialvideoplatformsinpromotingsmokingcessationamongyouthacontentspecificanalysisofsmokingcessationtopicvideosonthesocialplatformbilibili AT yijieye effectivenessofsocialvideoplatformsinpromotingsmokingcessationamongyouthacontentspecificanalysisofsmokingcessationtopicvideosonthesocialplatformbilibili AT haogao effectivenessofsocialvideoplatformsinpromotingsmokingcessationamongyouthacontentspecificanalysisofsmokingcessationtopicvideosonthesocialplatformbilibili |