Engagement Patterns With #NaturalRemedies on TikTok: Formative Analysis
Apeksha Mewani, Corey H Basch, Keanu Renne-Glover, Vincent Jones II, Cristiana Cordero, Adea Gutiqi
TL;DR
The study explores how TikTok users engage with natural remedies content, highlighting formats and cues that drive higher interaction.
Contribution
It introduces a method for analyzing health narratives on TikTok using engagement metrics and thematic coding.
Findings
Content formats and expertise cues significantly influence engagement with #NaturalRemedies on TikTok.
Thematic coding and engagement metrics can effectively analyze health-related content on emerging platforms.
The study demonstrates the feasibility of using TikTok for health communication research.
Abstract
This research letter provides formative evidence from a cross-sectional analysis of 118 TikTok videos under #NaturalRemedies, identifying content formats and expertise cues associated with higher engagement, while also demonstrating the feasibility of using engagement metrics and thematic coding to analyze health narratives on emerging platforms such as TikTok.
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Taxonomy
TopicsDigital Media and Philosophy · Impact of Technology on Adolescents · Digital Marketing and Social Media