By the same authors

From the same journal

World Pneumonia Day 2011-2016: Twitter contents and retweets

Research output: Contribution to journalArticle

Published copy (DOI)

Author(s)

  • Md Mohiuddin Adnan
  • Jingjing Yin
  • Ashley M Jackson
  • Zion Tsz Ho Tse
  • Hai Liang
  • King-Wa Fu
  • Nitin Saroha
  • Benjamin M Althouse
  • Isaac Chun-Hai Fung

Department/unit(s)

Publication details

JournalInternational Health
DateAccepted/In press - 17 Nov 2018
DateE-pub ahead of print - 24 Nov 2018
DatePublished (current) - 1 Jul 2019
Issue number4
Volume11
Number of pages9
Pages (from-to)297-305
Early online date24/11/18
Original languageEnglish

Abstract

BACKGROUND: Twitter is used for World Pneumonia Day (WPD; November 12) communication. We evaluate if themes of #pneumonia tweets were associated with retweet frequency.

METHODS: A total of 28 181 original #pneumonia tweets were retrieved (21 November 2016), from which six subcorpora, 1 mo before and 1 mo after WPD 2011-2016, were extracted (n=6721). Underlying topics were identified via latent Dirichlet allocation and were manually coded into themes. The association of themes with retweet count was assessed via multivariable hurdle regression.

RESULTS: Compared with personal experience tweets, tweets that both raised awareness and promoted intervention were 2.62 times as likely to be retweeted (adjusted odds ratio [aOR] 2.62 [95% 1.79 to 3.85]) and if retweeted had 37% more retweets (adjusted prevalence ratio [aPR] 1.37 [95% CI 1.06 to 1.78]). Tweets that raised concerns about vaccine price were twice as likely to be retweeted (aOR 2.29 [95% CI 1.36 to 3.84]) and if retweeted, had double the retweet count (aPR 2.05 [95% CI 1.27 to 3.29]) of tweets sharing personal experience.

CONCLUSIONS: The #pneumonia tweets that both raised awareness and promoted interventions and those discussing vaccine price were more likely to engage users than tweets about personal experience. These results help health professionals craft WPD messages that will engage the audience.

Bibliographical note

© The Author(s) 2018. Published by Oxford University Press on behalf of Royal Society of Tropical Medicine and Hygiene. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com.

    Research areas

  • Awareness, Commerce, Communication, Health Promotion/methods, Humans, Odds Ratio, Pneumonia/economics, Social Marketing, Social Media, Vaccines/economics

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