A mix-methods concept testing study of short videos for the national anti-cigarette gift giving campaign in China
Objective: The study aimed to evaluate the potential effect of creative concepts and scripts of different short videos for the “National Anti-Cigarette Gift Giving Campaign” during the Chinese Lunar New Year. Methods: The concept testing study used a mix-method design combining quantitative survey a...
| Main Authors: | , , , , , , , , , , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
KeAi Communications Co., Ltd.
2024-01-01
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| Series: | Global Transitions |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2589791823000270 |
| _version_ | 1797448086808690688 |
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| author | Jiaruo Sun Qingyu Li Yuhang Zhang Jiayin Zheng Zi Xi Xinyu Tan Ashish Kumar Gupta Nandita Murukutla Melina Samar Magsumbol Tom Carroll Rebecca Perl Wenzhuo Liang Sufang Yang Fuchang Ma Lin Xiao Sitong Luo |
| author_facet | Jiaruo Sun Qingyu Li Yuhang Zhang Jiayin Zheng Zi Xi Xinyu Tan Ashish Kumar Gupta Nandita Murukutla Melina Samar Magsumbol Tom Carroll Rebecca Perl Wenzhuo Liang Sufang Yang Fuchang Ma Lin Xiao Sitong Luo |
| author_sort | Jiaruo Sun |
| collection | DOAJ |
| description | Objective: The study aimed to evaluate the potential effect of creative concepts and scripts of different short videos for the “National Anti-Cigarette Gift Giving Campaign” during the Chinese Lunar New Year. Methods: The concept testing study used a mix-method design combining quantitative survey and qualitative group discussion. Online focus group discussions (FGD) were conducted among general population in Beijing, the capital city, and Xining City, Qinghai Province in China in December 2021. A total of 192 participants were recruited and divided into 16 FGD groups by age, sex, smoking history, and socio-economic level. Results: A total of five short videos were tested. Both quantitative and qualitative findings showed that the concepts and scripts of all the alternative short videos were easy to understand, but differences were observed in their potential to change participants’ behavioral intentions of cigarette gift-giving and culture appropriateness. “Gamified couple at home” was considered as the most suitable short video for wide dissemination during the Chinese Lunar New Year because of its innovative style and potential effectiveness in changing behavioral intentions. Although the short video themed “Gifting harm” showed a pronounced impact on personal motivation to not give cigarettes as gifts, it was not recommended due to the cultural inappropriateness. Conclusion: Future development of public service advertisements such as short videos targeting tobacco control is suggested to use evidence-based research to identify the most effective and appropriate concepts. Due consideration should be extended to the cultural appropriateness of communication content and its alignment with the relevant occasion. |
| first_indexed | 2024-03-09T14:05:18Z |
| format | Article |
| id | doaj.art-e547c50be3f0458e845b3856d9bf347b |
| institution | Directory Open Access Journal |
| issn | 2589-7918 |
| language | English |
| last_indexed | 2024-03-09T14:05:18Z |
| publishDate | 2024-01-01 |
| publisher | KeAi Communications Co., Ltd. |
| record_format | Article |
| series | Global Transitions |
| spelling | doaj.art-e547c50be3f0458e845b3856d9bf347b2023-11-30T05:08:18ZengKeAi Communications Co., Ltd.Global Transitions2589-79182024-01-01619A mix-methods concept testing study of short videos for the national anti-cigarette gift giving campaign in ChinaJiaruo Sun0Qingyu Li1Yuhang Zhang2Jiayin Zheng3Zi Xi4Xinyu Tan5Ashish Kumar Gupta6Nandita Murukutla7Melina Samar Magsumbol8Tom Carroll9Rebecca Perl10Wenzhuo Liang11Sufang Yang12Fuchang Ma13Lin Xiao14Sitong Luo15Vanke School of Public Health, Tsinghua University, Beijing, ChinaVanke School of Public Health, Tsinghua University, Beijing, ChinaVanke School of Public Health, Tsinghua University, Beijing, ChinaVanke School of Public Health, Tsinghua University, Beijing, ChinaOffice of Tobacco Control, Chinese Center for Disease Control and Prevention, Beijing, ChinaOffice of Tobacco Control, Chinese Center for Disease Control and Prevention, Beijing, ChinaPolicy Advocacy and Communication, Vital Strategies, New York, USAPolicy Advocacy and Communication, Vital Strategies, New York, USAPolicy Advocacy and Communication, Vital Strategies, New York, USAPolicy Advocacy and Communication, Vital Strategies, New York, USAPolicy Advocacy and Communication, Vital Strategies, New York, USAPolicy Advocacy and Communication, Vital Strategies, New York, USAQinghai Provincial Center for Disease Control and Prevention, Xining, ChinaQinghai Provincial Center for Disease Control and Prevention, Xining, China; Corresponding author.Office of Tobacco Control, Chinese Center for Disease Control and Prevention, Beijing, China; Corresponding author.Vanke School of Public Health, Tsinghua University, Beijing, China; Institute for Healthy China, Tsinghua University, Beijing, China; Corresponding author. Vanke School of Public Health, Tsinghua University, Beijing, China.Objective: The study aimed to evaluate the potential effect of creative concepts and scripts of different short videos for the “National Anti-Cigarette Gift Giving Campaign” during the Chinese Lunar New Year. Methods: The concept testing study used a mix-method design combining quantitative survey and qualitative group discussion. Online focus group discussions (FGD) were conducted among general population in Beijing, the capital city, and Xining City, Qinghai Province in China in December 2021. A total of 192 participants were recruited and divided into 16 FGD groups by age, sex, smoking history, and socio-economic level. Results: A total of five short videos were tested. Both quantitative and qualitative findings showed that the concepts and scripts of all the alternative short videos were easy to understand, but differences were observed in their potential to change participants’ behavioral intentions of cigarette gift-giving and culture appropriateness. “Gamified couple at home” was considered as the most suitable short video for wide dissemination during the Chinese Lunar New Year because of its innovative style and potential effectiveness in changing behavioral intentions. Although the short video themed “Gifting harm” showed a pronounced impact on personal motivation to not give cigarettes as gifts, it was not recommended due to the cultural inappropriateness. Conclusion: Future development of public service advertisements such as short videos targeting tobacco control is suggested to use evidence-based research to identify the most effective and appropriate concepts. Due consideration should be extended to the cultural appropriateness of communication content and its alignment with the relevant occasion.http://www.sciencedirect.com/science/article/pii/S2589791823000270Tobacco controlCigarette gift givingPublic service announcementConcept testingMixed-methods |
| spellingShingle | Jiaruo Sun Qingyu Li Yuhang Zhang Jiayin Zheng Zi Xi Xinyu Tan Ashish Kumar Gupta Nandita Murukutla Melina Samar Magsumbol Tom Carroll Rebecca Perl Wenzhuo Liang Sufang Yang Fuchang Ma Lin Xiao Sitong Luo A mix-methods concept testing study of short videos for the national anti-cigarette gift giving campaign in China Global Transitions Tobacco control Cigarette gift giving Public service announcement Concept testing Mixed-methods |
| title | A mix-methods concept testing study of short videos for the national anti-cigarette gift giving campaign in China |
| title_full | A mix-methods concept testing study of short videos for the national anti-cigarette gift giving campaign in China |
| title_fullStr | A mix-methods concept testing study of short videos for the national anti-cigarette gift giving campaign in China |
| title_full_unstemmed | A mix-methods concept testing study of short videos for the national anti-cigarette gift giving campaign in China |
| title_short | A mix-methods concept testing study of short videos for the national anti-cigarette gift giving campaign in China |
| title_sort | mix methods concept testing study of short videos for the national anti cigarette gift giving campaign in china |
| topic | Tobacco control Cigarette gift giving Public service announcement Concept testing Mixed-methods |
| url | http://www.sciencedirect.com/science/article/pii/S2589791823000270 |
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