A digital study on predictive factors for Instagram users’ engagement with amber necklace-related posts

Authors

  • AP Strieder Department of Pediatric Dentistry, Orthodontics and Public Health, Bauru School of Dentistry, University of São Paulo, Bauru, São Paulo
  • PE Ayala Aguirre Universidad de Especialidades Espíritu Santo (UEES), Samborondón
  • M Lotto Department of Pediatric Dentistry, Orthodontics and Public Health, Bauru School of Dentistry, University of São Paulo, Bauru, São Paulo
  • T Marchini Oliveira Department of Pediatric Dentistry, Orthodontics and Public Health, Bauru School of Dentistry, University of São Paulo, Bauru, São Paulo
  • T Cruvinel Department of Pediatric Dentistry, Orthodontics and Public Health, Bauru School of Dentistry, University of São Paulo, Bauru, São Paulo

DOI:

https://doi.org/10.23804/ejpd.2024.1984

Keywords:

eHealth, Misinformation, Primary dentition, Tooth eruption

Abstract

AIM: This study aimed to assess the engagement of Instagram users with Brazilian Portuguese posts related to amber necklaces for teething symptoms relief, identifying predictive factors that can increase users' engagement with information and misinformation. METHODS: This digital study analysed Brazilian Portuguese amber necklace-related posts on Instagram. The posts were collected using specific search strategies on CrowdTangleTM. Subsequently, two independent investigators were trained and calibrated to categorise the posts concerning the proposed outcomes. The posts were categorised according to their facticity (information or misinformation), type of media (album/photo or video/Instagram TV), sentiment (positive, neutral, or negative), author's occupation (dentist or non-dentist), and type of profile (commercial or personal). Additionally, investigators compiled information about the time of publication (days) and interaction metrics (total interaction and overperforming score). The statistical analysis assessed the inter-examiner reliability, group comparisons, and the factors associated with interaction and misinformation. P values <0.05 were considered significant. CONCLUSION: Videos and personal profiles were predictive factors for higher user engagement with amber necklace posts on teething symptoms relief on Instagram, even with the warnings of health organisations and the lack of scientific evidence to confirm its efficacy.