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Visual Attention to the Use of #ad versus #sponsored on e-Cigarette Influencer Posts on Social Media: A Randomized Experiment
Journal of Health Communication ( IF 2.742 ) Pub Date : 2020-11-25 , DOI: 10.1080/10810730.2020.1849464
Elizabeth G Klein 1 , Lauren Czaplicki 2 , Micah Berman 3 , Sherry Emery 4 , Barbara Schillo 2
Affiliation  

Youth and young adults are the largest consumers of social media content. Individuals with large followers are paid to share social media content using specific products for compensation. This type of activity is considered commercial sponsorship and requires a disclosure in order to comply with Federal Trade Commission regulations. Between July and August 2019, youth and young adult (ages 16–24; n = 200) participants were recruited into an eye-tracking laboratory to view their native Instagram feed on a mobile device where a set of posts from e-cigarette influencers were inserted with one of the two potential labeling strategies: #ad and #sponsored. Participants spent an average of 6.6 seconds viewing e-cigarette influencer posts. Youth and young adults spent 3.1 seconds on the area labeled #ad, compared to 2.2 seconds on the area of interest labeled #sponsored (p = .03). After accounting for age, current tobacco use, and dependence, #ad drew 0.93 seconds more than #sponsored on influencer posts (p = .02). Both labeling strategies drew visual attention to Instagram e-cigarette influencer posts, with nearly 1 second more attention paid to the presence of #ad. Labeling commercially sponsored content on social media is a viable strategy to attract the attention of youth and young adults.



中文翻译:

在社交媒体上的电子烟影响者帖子中使用#ad 与#sponsor 的视觉注意:随机实验

青年和年轻人是社交媒体内容的最大消费者。拥有大量追随者的个人使用特定产品分享社交媒体内容以获得报酬。此类活动被视为商业赞助,需要披露以遵守联邦贸易委员会的规定。2019 年 7 月至 8 月期间,青年和青年(16-24 岁;n = 200)参与者被招募到眼动追踪实验室,以在移动设备上查看他们的原生 Instagram 提要,其中有一组来自电子烟影响者的帖子插入了两种潜在的标签策略之一:#ad 和 #sponsed。参与者平均花费 6.6 秒查看电子烟影响者的帖子。年轻人和年轻人在标记为#ad 的区域上花费了 3.1 秒,而这一时间为 2 秒。p = .03)。考虑到年龄、当前的烟草使用和依赖性后,#ad 在影响者帖子上的绘制时间比 #sponsor 多 0.93 秒 ( p = .02)。两种标签策略都吸引了对 Instagram 电子烟影响者帖子的视觉关注,对#ad 的关注多出近 1 秒。在社交媒体上标记商业赞助内容是吸引青年和年轻人注意力的可行策略。

更新日期:2020-11-25
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