A mix-methods concept testing study of short videos for the national anti-cigarette gift giving campaign in China

A mix-methods concept testing study of short videos for the national anti-cigarette gift giving campaign in China

Objective: The study aimed to evaluate the potential effect of creative concepts and scripts of different short videos for the “National Anti-Cigarette Gift Giving Campaign” during the Chinese Lunar New Year. Methods: The concept testing study used a mix-methods design combining quantitative survey...

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Bibliographic Details
Main Authors: Jiaruo Sun, Qingyu Li, Yuhang Zhang, Jiayin Zheng, Zi Xi, Xinyu Tan, Ashish Kumar Gupta, Nandita Murukutla, Melina Samar Magsumbol, Tom Carroll, Rebecca Perl, Wenzhuo Liang, Sufang Yang, Fuchang Ma, Lin Xiao, Sitong Luo
Format: Article
Language:English
Published: KeAi Communications Co., Ltd. 2024-01-01
Series:Global Transitions
Subjects:
Tobacco control
Cigarette gift giving
Public service announcement
Concept testing
Mixed-methods
Online Access:http://www.sciencedirect.com/science/article/pii/S2589791823000270
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