@Article{信息:doi 10.2196 / / jmir。5972，作者=“DeAndrea, David Christopher和Vendemia, Megan Ashley”，标题=“对用户生成评论的隶属关系披露和控制如何影响消费者健康知识和行为:制药公司在社交媒体上直接面向消费者广告的随机控制实验”，期刊=“J Med Internet Res”，年=“2016”，月=“7月”，日=“19”，量=“18”，数=“7”，页=“e189”，关键词=“直接面向消费者广告;DTCA;社交媒体;Facebook;药品销售;处方药网上推广;背景:与以往相比，越来越多的人在网上寻求健康信息，制药公司越来越多地通过社交媒体营销他们的药物。目的:目的是研究与在线直接面向消费者的药品广告相关的两个主要问题:(1)披露与制药公司的联系如何影响人们对卫生组织和在线评论产生的药品信息的反应，以及(2)卫生组织控制用户生成评论的显示如何影响消费者的健康知识和行为。方法:采用2{\texttimes}2{\texttimes}2个被试间实验(N=674)。 All participants viewed an infographic posted to Facebook by a health organization about a prescription allergy drug. Across conditions, the infographic varied in the degree to which the health organization and commenters appeared to be affiliated with a drug manufacturer, and the display of user-generated comments appeared to be controlled. Results: Affiliation disclosure statements on a health organization's Facebook post increased perceptions of an organization-drug manufacturer connection, which reduced trust in the organization (point estimate --0.45, 95{\%} CI --0.69 to --0.24) and other users who posted comments about the drug (point estimate --0.44, 95{\%} CI --0.68 to --0.22). Furthermore, increased perceptions of an organization-manufacturer connection reduced the likelihood that people would recommend the drug to important others (point estimate --0.35, 95{\%} CI --0.59 to --0.15), and share the drug post with others on Facebook (point estimate --0.37, 95{\%} CI --0.64 to --0.16). An affiliation cue next to the commenters' names increased perceptions that the commenters were affiliated with the drug manufacturer, which reduced trust in the comments (point estimate --0.81, 95{\%} CI --1.04 to --0.59), the organization that made the post (point estimate --0.68, 95{\%} CI --0.90 to --0.49), the likelihood of participants recommending the drug (point estimate --0.61, 95{\%} CI --0.82 to --0.43), and sharing the post with others on Facebook (point estimate --0.63, 95{\%} CI --0.87 to --0.43). Cues indicating that a health organization removed user-generated comments from a post increased perceptions that the drug manufacturer influenced the display of the comments, which negatively affected trust in the comments (point estimate --0.35, 95{\%} CI --0.53 to --0.20), the organization (point estimate --0.31, 95{\%} CI --0.47 to --0.17), the likelihood of recommending the drug (point estimate --0.26, 95{\%} CI --0.41 to --0.14), and the likelihood of sharing the post with others on Facebook (point estimate --0.28, 95{\%} CI --0.45 to --0.15). (All estimates are unstandardized indirect effects and 95{\%} bias-corrected bootstrap confidence intervals.) Conclusions: Concern over pharmaceutical companies hiding their affiliations and strategically controlling user-generated comments is well founded; these practices can greatly affect not only how viewers evaluate drug information online, but also how likely they are to propagate the information throughout their online and offline social networks. ", issn="1438-8871", doi="10.2196/jmir.5972", url="//www.mybigtv.com/2016/7/e189/", url="https://doi.org/10.2196/jmir.5972", url="http://www.ncbi.nlm.nih.gov/pubmed/27435883" }