Social and Behavioral Sciences Commons^™

Electronic Word Of Mouth On Twitter About Physical Activity In The United States: Exploratory Infodemiology Study, Ni Zhang, Shelly Campo, Kathleen F. Janz, Petya Eckler, Jingzhen Yang, Linda G. Snetselaar, Alessio Signorini

Faculty Research, Scholarly, and Creative Activity

Background:
Twitter is a widely used social medium. However, its application in promoting health behaviors is understudied.
Objective:
In order to provide insights into designing health marketing interventions to promote physical activity on Twitter, this exploratory infodemiology study applied both social cognitive theory and the path model of online word of mouth to examine the distribution of different electronic word of mouth (eWOM) characteristics among personal tweets about physical activity in the United States.
Methods:
This study used 113 keywords to retrieve 1 million public tweets about physical activity in the United States posted between January 1 and March 31, …