This paper is in the following e-collection/theme issue:

Infoveillance and Social Listening (317) Policy and Policy Proposals (152) Alcohol Abuse, Alcoholism Prevention and Recovery (344)

Published on in Vol 6 (2026)

Preprints (earlier versions) of this paper are available at https://preprints.jmir.org/preprint/74221, first published .
Marketing Strategies and Factors Influencing the Popularity of Alcohol Videos from Official Brand Accounts on Douyin: Content Analysis Study

Marketing Strategies and Factors Influencing the Popularity of Alcohol Videos from Official Brand Accounts on Douyin: Content Analysis Study

Marketing Strategies and Factors Influencing the Popularity of Alcohol Videos from Official Brand Accounts on Douyin: Content Analysis Study

Authors of this article:

Yuchen Zhao1 Author Orcid Image ;   Lingyun Zhang1, 2 Author Orcid Image ;   Chenyu Qian1 Author Orcid Image ;   Wenjie Guo1 Author Orcid Image ;   Weiyun Zhu1 Author Orcid Image ;   Pinpin Zheng1 Author Orcid Image
Article Authors Cited by Tweetations Metrics

Yuchen Zhao   1 , MB ;   Lingyun Zhang   1, 2 , MPH ;   Chenyu Qian   1 , MPH ;   Wenjie Guo   1 , MB ;   Weiyun Zhu   1 , MB ;   Pinpin Zheng   1 , PhD

1 Department of Preventive Medicine and Health Education, School of Public Health, Institute of Health Communication, Fudan University, Shanghai, China

2 Party Committee Office, Zhongshan Hospital Affiliated with Fudan University, Shanghai, China

Corresponding Author:

  • Pinpin Zheng, PhD
  • Department of Preventive Medicine and Health Education
  • School of Public Health, Institute of Health Communication, Fudan University
  • 138 Yixueyuan Road, Xuhui District
  • Shanghai 200032
  • China
  • Phone: 86 13917249701
  • Email: zpinpin@shmu.edu.cn