TY -非盟的梁Yunji AU -郑,枭龙盟曾,丹尼尔举办的非盟-周Xingshe AU - Leischow,斯科特•詹姆斯AU - Chung Wingyan PY - 2015 DA - 2015/01/21 TI -探索如何在烟草行业提出了地中海和促进本身在社交媒体乔- J互联网Res SP - e24六世17 - 1 KW -香烟品牌KW -促销策略KW -社会媒体KW -烟草控制KW -烟草促销AB -背景:烟草制造商和供应商利用社交媒体的商业潜力进行在线烟草促销。然而，亲烟草内容在社交媒体上的流行程度和宣传策略仍然没有得到广泛的了解。目的:这项研究的目的是揭示烟草行业在社交媒体网站上展示的内容，以及它如何宣传自己。方法:将排名前70位的畅销香烟品牌按零售价分为H组(高零售价品牌)和L组(低零售价品牌)。以人气香烟品牌前70名为关键词，分别在脸书、维基百科、YouTube上进行了3次综合搜索。我们确定了与烟草相关的内容，包括历史和文化、产品特征、健康警告、烟草品牌主页和基于网络的烟草商店。此外，我们还研究了在社交媒体上使用的促销策略。结果:根据2014年3月3日至3月10日收集的数据，70个代表性香烟品牌中有43个在Facebook上创建了238个粉丝页面，46个香烟品牌在维基百科中被识别出来，YouTube上有超过12万个支持烟草的视频，与61个香烟品牌有关。这三个社交媒体网站上呈现的主要内容差异很大。 Wikipedia focuses on history and culture (67%, 32/48; P<.001). Facebook mainly covers history and culture (37%, 16/43; P<.001) and major products (35%, 15/43), while YouTube focuses on the features of major tobacco products (79%, 48/61; P=.04) and information about Web-based shops (49%, 30/61; P=.004). Concerning the content presented by groups H and L, there is no significant difference between the two groups. With regard to the promotional strategies used, sales promotions exist extensively in social media. Sales promotion is more prevalent on YouTube than on the other two sites (64%, 39/61 vs 35%, 15/43; P=.004). Generally, the sale promotions of higher-cost brands in social media are more prevalent than those of lower-cost brands (55%, 16/29 vs 7%, 1/14; P<.001 for Facebook; 78%, 28/36 vs 44%, 11/25; P=.005 for YouTube). Conclusions: The prevalence of cigarette brands in social media allows more pro-tobacco information to be accessed by online users. This dilemma indicates that corresponding regulations should be established to prevent tobacco promotion in social media. SN - 1438-8871 UR - //www.mybigtv.com/2015/1/e24/ UR - https://doi.org/10.2196/jmir.3665 UR - http://www.ncbi.nlm.nih.gov/pubmed/25608524 DO - 10.2196/jmir.3665 ID - info:doi/10.2196/jmir.3665 ER -