Objective
This
study explores the presence and actions of an electronic cigarette
(e-cigarette) brand, Blu, on Twitter to observe how marketing messages are sent
and diffused through the retweet (i.e., message forwarding) functionality.
Retweet networks enable messages to reach additional Twitter users beyond the
sender’s local network. We follow messages from their origin through multiple
retweets to identify which messages have more reach, and the different users
who are exposed.
Methods
We
collected three months of publicly available data from Twitter. A combination
of techniques in social network analysis and content analysis were applied to
determine the various networks of users who are exposed to e-cigarette messages
and how the retweet network can affect which messages spread.
Results
The
Blu retweet network expanded during the study period. Analysis of user profiles
combined with network cluster analysis showed that messages of certain topics
were only circulated within a community of e-cigarette supporters, while other
topics spread further, reaching more general Twitter users who may not support
or use e-cigarettes.
Conclusions
Retweet networks can serve as proxy filters for marketing
messages, as Twitter users decide which messages they will continue to diffuse
among their followers. As certain e-cigarette messages extend beyond their
point of origin, the audience being exposed expands beyond the e-cigarette
community. Potential implications for health education campaigns include
utilizing Twitter and targeting important gatekeepers or hubs that would
maximize message diffusion.
Below: Description of the 3-layer retweet network. (A) Layer 0
(Blu) sends the original tweet. (B) This is followed by a Layer 1 user that
retweets the message. (C) Finally, a Layer 2 user retweets the retweet.
Below: The number of users found in each category in Layer 1 and Layer 2 of the retweet network
Below: The retweet networks of the data collected February to April
of 2014.
In the rewteet network, the size of node corresponds to the
number of retweets from this particular user and the width of link corresponds
to the number of retweets made by the users of the ending node (y) from
the users of the starting node (x). Red = Person-Supporter, Blue =
Industry-RetailerManufacturer, Yellow = Person-BasicProfile, Cyan = Nonperson,
Green = Industry-Other, White = Unknown, Purple = TobaccoControl-Research. (A)
Includes users from Layer 1 (i.e., only those who retweeted messages by Blu)
and (B) includes all users (i.e. Layer 1 and Layer 2).
By:
Kar-Hai Chu, Jennifer B. Unger, Jon-Patrick Allem, Monica
Pattarroyo, Daniel Soto, Tess Boley Cruz
Department of Preventive Medicine, University of Southern
California, Los Angeles, California, United States of America
Haodong Yang, Ling Jiang, Christopher C. Yang
College of Computing and Informatics, Drexel University,
Philadelphia, Pennsylvania, United States of America