Smokers’ Engagement Behavior on Facebook: Verbalizing and Visual Expressing the Smoking Cessation Process

Jezdancher Watti, Máté Millner, Kata Siklósi, Hedvig Kiss, Oguz Kelemen and Dávid Pócs ()
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Jezdancher Watti: Department of Behavioral Sciences, Albert Szent-Györgyi Medical School, University of Szeged, 6722 Szeged, Hungary
Máté Millner: Department of Behavioral Sciences, Albert Szent-Györgyi Medical School, University of Szeged, 6722 Szeged, Hungary
Kata Siklósi: Department of Behavioral Sciences, Albert Szent-Györgyi Medical School, University of Szeged, 6722 Szeged, Hungary
Hedvig Kiss: Department of Behavioral Sciences, Albert Szent-Györgyi Medical School, University of Szeged, 6722 Szeged, Hungary
Oguz Kelemen: Department of Behavioral Sciences, Albert Szent-Györgyi Medical School, University of Szeged, 6722 Szeged, Hungary
Dávid Pócs: Department of Behavioral Sciences, Albert Szent-Györgyi Medical School, University of Szeged, 6722 Szeged, Hungary

IJERPH, 2022, vol. 19, issue 16, 1-14

Abstract: The “processes of change” and “motivational language” are common in smoker Facebook users’ comments under smoking cessation support contents. Smokers can combine this verbalization of the smoking cessation process with visual expression when they use comments and Facebook reactions at the same time. The aim of this study was to understand the relationship between processes of change, motivational language, and the Facebook reaction buttons. A total of 821 smokers’ comments were analyzed in the current study ( n = 821), which responded to image-based smoking cessation support contents. The processes of change and the motivational language used in the investigated comments were identified. These linguistic categories were compared with the usage of reaction buttons. The Facebook users who used the “Haha” reaction button wrote a significantly higher proportion of sustain talk than those who used the “Like” or “Love” reaction buttons. The Facebook users who combined the comment and “Love” reaction wrote significantly more change talk than those who did not utilize these buttons. We suggest that the “Haha” reaction may be a negative indicator, the “Like” reaction may be a neutral indicator, and the “Love” reaction may be a positive engagement indicator in terms of the smoking cessation process during Facebook-based interventions. These results may highlight how to evaluate Facebook reactions relating to smoking cessation support contents.

Keywords: Facebook; engagement; smoker; smoking; smoking cessation; public health; Facebook reaction; comment; motivational interviewing; processes of change (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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