This research explicates the message elements of TikTok videos that can help people quit vaping. In this study we paired Aspect Based Sentiment analysis with a quantitative content analysis to determine the message elements of TikTok videos that garner positive video engagement (e.g., positive comments, likes, shares). Openly speaking about addiction and the physical health effects, emphasizing the benefits of quitting (gain framed messages) yielded more positive video engagements. This was particularly so if those message elements were delivered by an informal expert such as someone who previously vaped.
Not is all bad with social media, and TikTok in particular. This paper highlights how TikTok can be leveraged to engage audiences and encourage vaping cessation.
Publication: Journal of Health Communication
Co-Authors: Jiaxi Wu (University of Pennsylvania), Jessica Fetterman (MED), Jennifer Ross (SPH)