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Transmissibility of the Campaign for Colorectal Cancer Awareness in Korea Among Twitter Users

대한대장항문학회지 2016년 32권 5호 p.184 ~ 189
 ( Lee Keun-Chul ) - Seoul National University College of Medicine Seoul National University Bundang Hospital Department of Surgery

 ( Oh Heung-Kwon ) - Seoul National University College of Medicine Seoul National University Bundang Hospital Department of Surgery
 ( Park Gi-Beom ) - Seoul National University Graduate School of Convergence Science and Technology Department of Transdisciplinary Studies
 ( Park So-Hyun ) - Seoul National University Graduate School of Convergence Science and Technology Department of Transdisciplinary Studies
 ( Suh Bong-Won ) - Seoul National University Graduate School of Convergence Science and Technology Department of Transdisciplinary Studies
 ( Bae Woo-Kyung ) - Seoul National University Bundang Hospital Department of Family Medicine
 ( Kim Jin-Won ) - Seoul National University Bundang Hospital Department of Internal Medicine
 ( Yoon Hyuk ) - Seoul National University Bundang Hospital Department of Internal Medicine
 ( Kim Myung-Jo ) - Seoul National University College of Medicine Seoul National University Bundang Hospital Department of Surgery
 ( Kang Sung-Il ) - Seoul National University College of Medicine Seoul National University Bundang Hospital Department of Surgery
 ( Son Il-Tae ) - Seoul National University College of Medicine Seoul National University Bundang Hospital Department of Surgery
 ( Kang Sung-Bum ) - Seoul National University College of Medicine Seoul National University Bundang Hospital Department of Surgery

Abstract


Purpose : The Korean Society of Coloproctology holds its annual colorectal awareness month every September. This study analyzed the users and the contents of Korean tweets regarding colorectal cancer and estimated the transmissibility of the awareness campaign among Twitter users.

Methods : Prospective data collection was employed to accumulate Korean tweets containing the keywords "colorectal cancer," "colorectal cancer awareness campaign," "gold ribbon," and/or "love handle," from August 1 to September 30, 2014. Twitter users and contents were analyzed, and the credibility of information-sharing tweets throughout the study period was evaluated.

Results : In total, 10,387 tweets shared by 1,452 unique users were analyzed. As for users, 57.8% were individuals whereas 5.8% were organizations/communities; spambots accounted for a considerable percentage (36.4%). As for content, most tweets were spam (n = 8,736, 84.1%), repetitively advertising unverified commercial folk remedies, followed by tweets that shared information (n = 1,304, 12.6%) and non-information (n = 347, 3.3%). In the credibility assessment, only 80.6% of the information-sharing tweets were medically correct. After spam tweets had been excluded, a significant increase was seen in the percentage of information-sharing tweets (77.1% to 81.1%, P = 0.045) during the awareness campaign month.

Conclusion : Most Korean tweets regarding colorectal cancer during the study months were commercial spam tweets; informative public tweets accounted for an extremely small percentage. The transmissibility of the awareness campaign among Twitter users was questionable at best. To expand the reach of credible medical information on colorectal cancer, public health institutions and organizations must pay greater attention to social media.

키워드

Social media; Twitter; Colorectal neoplasms; Awareness campaign; Medical information
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