Using TikTok to Educate, Influence, or Inspire? A Content Analysis of Health-Related EduTok Videos

O’Donnell, Nicole; Jerin, Sultana Ismet; Mu, Di

doi:10.1080/10810730.2023.2234866

Cited by 9 publications

(5 citation statements)

References 54 publications

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“…Previous studies showed comprehensiveness of video content positively influenced video popularity [ 40 ]. Videos received higher reach and engagement when discussing disease prevention, severity, and cues to action [ 45 ]. Consistent with these findings, our study revealed a positive correlation between video content addressing myopia risk factors/ -management/outcomes and video popularity, indicated by increased likes and shares.…”

Section: Discussionmentioning

confidence: 99%

Myopia information on TikTok: analysis factors that impact video quality and audience engagement

Ming,

Han,

Yao

et al. 2024

BMC Public Health

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Background TikTok is emerging as a vital platform for health information dissemination. Despite myopia being a global public health issue, the high-quality myopia information shared by health educators often fails to go viral. It is imperative to analyze the factors influencing video quality and popularity, especially from diverse perspectives of researchers, health educators, and audiences. Methods TikTok myopia-related videos were retrieved using TikTok’s default comprehensive search (DCS) and most liked search (MLS) strategies. Venn diagrams were employed to illustrate the relationships and commonalities between the two strategies across four sample sizes (top 200, 150, 100, and 50). Video metadata, including details such as creator information, production properties, upload time, video duration, and viewer engagement, were collected. Video quality was assessed using the DISCERN tool. Video content covering six aspects of myopia were evaluated. The impact of search strategies, video sample sizes, production properties, and myopia content on video quality and audience engagement was analyzed through single-factor or multi-factor analysis. Results DCS and MLS retrieval strategies, as well as varying sample sizes, resulted in differences in audience engagement for myopia videos (P < 0.039), while The DISCERN quality scores remained comparable (P > 0.221). Videos published by healthcare professionals (HCPs) and non-profit organizations (NPOs) were associated with high-quality (P ≤ 0.014) but comparatively lower popularity (P < 0.033). Videos that reported contents of risk factors, management, and outcomes showed high popularity (P < 0.018), while longer video duration (> 60s) exhibited the opposite trend (P < 0.032). Content on myopia evaluation (P ≤ 0.001) and management (P ≤ 0.022) and video duration were positively correlated with higher DISCERN quality. Conclusion Videos created by HCPs and NPOs deserve greater attention. Rather than pursuing entertaining effects, professional educators should emphasize producing concise, and high-quality myopia content that readily resonates with the audience and has the potential to go viral on the platform.

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Section: Discussionmentioning

confidence: 99%

Myopia information on TikTok: analysis factors that impact video quality and audience engagement

Ming,

Han,

Yao

et al. 2024

BMC Public Health

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“…UGT enhances the user experience by developing novel functionalities that facilitate seamless connectivity with friends and family, efficient sharing of information and ideas, and the establishment and nurturing of interpersonal connections. TikTok and livestreaming may help consumers unwind, as there are humorous videos, music, and livestreams from well-known producers (O'Donnell et al, 2023). Consequently, users enjoy using Tiktok, and brands can strengthen their relationships with customers through Tiktok by distributing entertaining content that customers enjoy (Falgoust et al, 2022).…”

Section: Uses and Gratification Theory And Hypothesismentioning

confidence: 99%

“…These methodologies have the potential to enhance the perception of a product. The inclusion of clickable links and call-to-action language inside the TikTok platform facilitates expedient user access to supplementary information or the initiation of transactions (O'Donnell et al, 2023). TikTok employs concise video content, interactive functionalities, and entertaining challenges as mechanisms to sustain user engagement (Cheng, Lau, Chan, & Luk, 2021) TikTok employs targeted suggestions, warnings, and incentivization strategies in order to enhance user engagement.…”

Section: Ai Recommendation Algorithmmentioning

confidence: 99%

Augmenting TikTok shop adoption: The mediating role of KOCs in live streaming, video content, and AI recommendations

Minh,

Hieu,

et al. 2024

HCMCOUJS - ECONOMICS AND BUSINESS ADMINISTRATION

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There is a growing trend of social media networks transitioning into channels primarily focused on providing entertainment content. This research used the Uses and Gratifications (U&G) theory to examine the manner in which individuals transition from other platforms to TikTok with regards to their engagement in entertainment and self-publishing of videos. Key Opinion Consumers (KOCs) are individuals who provide evaluations from the consumer’s perspective. This emerging trend involves the creation of online review videos, which aligns with the evolving nature of e-commerce platforms. An online survey was administered to enlist a total of 251 individuals who are active users of the social media platform TikTok. The recruitment process included an online network sampling approach. The results of our study indicate that factors such as video lengths, live streaming, and Artificial Intelligence (AI) algorithms for recommendation have a substantial impact on the use of TikTok. The findings indicate that KOCs play a crucial role in mediating TikTok use patterns and uptake. This research enhances the comprehension of media use within the framework of uses and gratification, both in terms of theoretical and empirical aspects.

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“…#ThatGirl (#AzALány), mely közösségimédia-platformokon, mint a YouTube, az Instagram és a TikTok rendkívül népszerű. Az irányzat eredeti célja, hogy bátorítsunk másokat, hogy önmaguk legjobb verzióivá váljanak; így például a nőket arra ösztönözzék, hogy korán keljenek, megfelelő módon étkezzenek, aktívak maradjanak és a mentális egészséget előtérbe helyezzék (O'Donnell, Jerin & Mu, 2023). Azonban amikor a fiatal nők megosztanak képeket a napi rutinjukról, például arról, hogy mit esznek, amikor felébrednek, a látvány általában túl tökéletes, így sok esetben az eredeti célkitűzés ellenkezőjét is kiválthatja (Singer, 2021).…”

Section: Cikkek Tanulmányokunclassified

A fehérneműreklámokban megjelenő női diverzitás és szexualitás – Attitűdvizsgálat a Z generációs nők körében

Török,

Szebenszki,

Kriveczky

et al. 2024

Veztud

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A tanulmány különböző reklámokban bemutatott diverz és szexualizált női ábrázolásmódot vizsgál az eddig még hazánkban kevéssé kutatott Z generációs nők körében. A kutatás keretén belül kiemelt figyelmet kap a nőket bátorító femvertising típusú hirdetés és annak relevanciája a fehérnemű-iparág kapcsán, mely a sokszínű ábrázolásmód támogatásával és a szexualizált ábrázolásmód visszaszorításával pozitívan hathat a testképre. A feltáró jellegű mélyinterjúkat tartalomelemzéssel, a kísérlet eredményeit pedig varianciaanalízissel és regresszióelemzéssel dolgozták fel a szerzők. Az eredmények alapján megállapítható, hogy a vizsgált Z generációs nők számára egyre inkább fontos a nők diverz, sokszínű megjelenítése a reklámokban. Az interjúalanyok bár szociálisan érzékenyeknek vallják magukat, ugyanakkor fontos számukra az ábrázolásmódban az adott kultúrával összhangban lévő hitelesség és relevancia. A megkérdezettek által leginkább kedvelt a diverz és nem szexualizált hirdetés, amely a femvertising reklámozásnak feleltethető meg. A szexualitás hiánya és a diverzitás összességében szignifikánsan és pozitívan befolyásolja a hirdetés iránti attitűdöt.

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Using TikTok to Educate, Influence, or Inspire? A Content Analysis of Health-Related EduTok Videos

Cited by 9 publications

References 54 publications

Myopia information on TikTok: analysis factors that impact video quality and audience engagement

Myopia information on TikTok: analysis factors that impact video quality and audience engagement

Augmenting TikTok shop adoption: The mediating role of KOCs in live streaming, video content, and AI recommendations

A fehérneműreklámokban megjelenő női diverzitás és szexualitás – Attitűdvizsgálat a Z generációs nők körében

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