{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,10]],"date-time":"2026-02-10T20:08:51Z","timestamp":1770754131673,"version":"3.50.0"},"reference-count":41,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2020,12,7]],"date-time":"2020-12-07T00:00:00Z","timestamp":1607299200000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["AJIM"],"published-print":{"date-parts":[[2020,12,7]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>Engagement is a critical metric to the effectiveness of online health messages. This paper explores how people engage in youth-generated prevention messages in social media.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The data sample consisted of engagement measures of 82 youth-generated messages hosted in a social media channel and a follow-up survey on content creators' motivation for promoting their messages and their dissemination strategies. A comparative analysis of engagement metrics along with qualitative analysis of the message types was performed.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Two types of messages were considered: stop messages and prevent messages. Our analyses found that people interacted with stop messages on social media more frequently than prevent messages. On analyzing the youth's motivation and promotion strategies, no significant difference was observed between stop message creators and prevent message creators.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Social implications<\/jats:title><jats:p>This work has implications for programs promoting prevention and health information in social media.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This is the first study in social media-based prevention programs the authors are aware of that differentiated between the strategies of youth-produced prevention messages.<\/jats:p><\/jats:sec>","DOI":"10.1108\/ajim-07-2019-0166","type":"journal-article","created":{"date-parts":[[2020,12,3]],"date-time":"2020-12-03T21:46:00Z","timestamp":1607031960000},"page":"240-253","source":"Crossref","is-referenced-by-count":11,"title":["Understanding the spread of prevention and cessation messages on social media for substance use in youth"],"prefix":"10.1108","volume":"73","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-3602-703X","authenticated-orcid":false,"given":"Soumik","family":"Mandal","sequence":"first","affiliation":[]},{"given":"Chirag","family":"Shah","sequence":"additional","affiliation":[]},{"given":"Stephanie","family":"Pe\u00f1a-Alves","sequence":"additional","affiliation":[]},{"given":"Michael L.","family":"Hecht","sequence":"additional","affiliation":[]},{"given":"Shannon D.","family":"Glenn","sequence":"additional","affiliation":[]},{"given":"Anne E.","family":"Ray","sequence":"additional","affiliation":[]},{"given":"Kathryn","family":"Greene","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2021022303514290900_ref001","volume-title":"Teens, Social Media and Technology 2018","year":"2018"},{"issue":"2","key":"key2021022303514290900_ref501","doi-asserted-by":"publisher","first-page":"119","DOI":"10.3109\/14659891.2011.615883","article-title":"Yo This is no lie, if you smoke, you die: A content analysis of anti-smoking posters created by adolescents","volume":"18","year":"2013","journal-title":"Journal of Substance Use"},{"issue":"7","key":"key2021022303514290900_ref502","doi-asserted-by":"publisher","first-page":"671","DOI":"10.1080\/10410236.2012.762826","article-title":"\u2018Drinking won\u2019t get you thinking\u2019: a content analysis of adolescent-created print alcohol counter-advertisements","volume":"28","year":"2013","journal-title":"Health Communication"},{"issue":"4","key":"key2021022303514290900_ref503","doi-asserted-by":"publisher","first-page":"425","DOI":"10.1007\/s13142-015-0329-9","article-title":"Interpersonal communication outcomes of a media literacy alcohol prevention curriculum","volume":"5","year":"2015","journal-title":"Translational Behavioral Medicine"},{"issue":"4","key":"key2021022303514290900_ref504","doi-asserted-by":"publisher","first-page":"459","DOI":"10.1007\/s11121-017-0764-6","article-title":"Investigating the potential impact of social talk on prevention through social networks: the relationships between social talk and refusal self-efficacy and norms","volume":"18","year":"2017","journal-title":"Prevention Science"},{"key":"key2021022303514290900_ref010","volume-title":"The Demographics of Social Media Users","year":"2013"},{"issue":"6","key":"key2021022303514290900_ref011","doi-asserted-by":"publisher","first-page":"721","DOI":"10.1080\/10810730.2013.837559","article-title":"Effects of the above the influence brand on adolescent drug use prevention normative beliefs","volume":"19","year":"2014","journal-title":"Journal of Health Communication"},{"issue":"2","key":"key2021022303514290900_ref012","doi-asserted-by":"publisher","first-page":"e24","DOI":"10.2196\/mental.7839","article-title":"The living the example social media substance use prevention program: a pilot evaluation","volume":"4","year":"2017","journal-title":"JMIR Mental Health"},{"issue":"5","key":"key2021022303514290900_ref013","doi-asserted-by":"publisher","DOI":"10.2196\/16207","article-title":"Peer-to-Peer social media as an effective prevention strategy: Quasi-experimental evaluation","volume":"8","year":"2020","journal-title":"JMIR mHealth and uHealth"},{"key":"key2021022303514290900_ref014","doi-asserted-by":"crossref","unstructured":"Eysenbach, G. 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