文献类型：期刊文献

英文题名：Understanding health food messages on Twitter for health literacy promotion

作者：Zhou, J.[1];Liu, F.[2];Zhou, H.[3]

通讯作者：Liu, F[1]

机构：[1]Henan Univ Econ & Law, Sch E Commerce & Logist Management, 180 Jinshui East Rd, Zhengzhou 450046, Henan, Peoples R China;[2]Univ Queensland, St Lucia, Qld, Australia;[3]Henan Prov Inst Sci & Tech Informat, Zhengzhou, Henan, Peoples R China

第一机构：河南财经政法大学电子商务与物流管理学院

通讯机构：[1]corresponding author), Univ Queensland, St Lucia, Qld, Australia.

年份：2018

卷号：138

期号：3

起止页码：173-179

外文期刊名：PERSPECTIVES IN PUBLIC HEALTH

收录：;Scopus(收录号：2-s2.0-85044041266);WOS:【SSCI(收录号:WOS:000430025300014)】；

基金：This work was supported by the National Natural Science Foundation of China (grant number 71501062 and Young Talents Fund of HUEL (hncjzfdxqnbjrc201603)).

语种：英文

外文关键词：online health-related message; Twitter; health literacy; rumour theory

摘要：Aims: With the popularity of social media, Twitter has become an important tool to promote health literacy. However, many health-related messages on Twitter are dead-ended and cannot reach many people. This is unhelpful for health literacy promotion. This article aims to examine the features of online health food messages that people like to retweet. Methods: We adopted rumour theory as our theoretical foundation and extracted seven characteristics (i.e. emotional valence, attractiveness, sender's authoritativeness, external evidence, argument length, hashtags, and direct messages). A total of 10,025 health-related messages on Twitter were collected, and 1496 messages were randomly selected for further analysis. Each message was treated as one unit and then coded. All the hypotheses were tested with logistic regression. Results: Emotional valence, attractiveness, sender's authoritativeness, argument length, and direct messages in a Twitter message had positive effects on people's retweet behaviour. The effect of external evidence was negative. Hashtags had no significant effect after consideration of other variables. Conclusion: Online health food messages containing positive emotions, including pictures, containing direct messages, having an authoritative sender, having longer arguments, or not containing external URLs are more likely to be retweeted. However, a message only containing positive or negative emotions or including direct messages without any support information will not be retweeted.