数据驱动视角下健康产品营销叙事流程解构方法研究OA

[Purpose/significance]Against the backdrop of the platform economy,traditional misinformation detection tools are insufficient to identify"halt-true and halt-false"health information,which poses challenges to the public's health information literacy.Thus,system-atic deconstruction of the narrative techniques and dissemination mechanisms of health marketing information is of critical academic and practical significance.[Method/process]From a data-driven perspective,this study constructs an integrated analytical framework charac-terized by the tri-layered interaction of"narrative construction,resource organization,and cognitive impact".Drawing on information ecol-ogy theory and framing theory,it further employs deep learning,semantic similarity analysis,and other methods to empirically deconstruct the data narratives of health marketing information in the context of milk tea consumption.[Result/conclusion]Research shows that health marketing narratives influence consumers'cognitive frameworks by constructing dialogic contexts and setting systematic expressing biases,thereby shifting their decision-making logic toward"health cognition".This study can provide theoretical support and practical guidance for enhancing the public's ability to discern health information and improving the health information ecosystem.