Tijs van den Broek (TNO) (2014-11-11 13:45 - 14:30 in ZI-2042)
Our research team received a Twitter data grant to study the diffusion process and effectiveness of these cancer awareness campaigns. We analyze archival Twitter data about 9 popular Twitter campaigns (e.g. Movember and Pink Ribbon), covering 6 cancer types and over 20 countries. First, we map the diffusion process in detail: what key events and actors accelerate or decelerate the spreading of these campaigns? Second, we assess the effect of the campaigns on the frequency and sentiment of tweets about a particular type of cancer. Last, we determine the campaigns’ offline effects: when do online cancer awareness campaigns result in offline behavior, e.g. more donations to cancer research or an increase in cancer screenings?