Assessing the Effects of Smokeless Tobacco Influencer Marketing in the Rapidly Changing Media Environment

评估快速变化的媒体环境中无烟烟草影响者营销的效果

• 批准号: 10166222
• 负责人: Ganna Kostygina
• 金额: $ 9.29万
• 依托单位: NATIONAL OPINION RESEARCH CENTER
• 依托单位国家: 美国
• 财政年份: 2019
• 资助国家: 美国
• 起止时间: 2019-09-18 至 2022-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10166222
• 关键词: Administrative Supplement; Adolescent; Adult; Advertisements; Advertising; Alcohol abuse; Alcohol consumption; Alcoholic Beverages; Alcohols; Area; Attitude; Behavior; Behavioral; Belief; Cigarette; Collaborations; Communication; Communities; Community Health; Consumption; Cues; Data; Data Analyses; Data Set; Data Sources; Environment; Exposure to; Facebook; Future; Geographic Locations; Goals; Grain; Health; Imagery; Individual; Infrastructure; Label; Link; Longitudinal Studies; Longitudinal cohort; Marketing; Measures; Methodology; Methods; Middle School Student; Nicotine; Nicotine Dependence; Outcome; Outcome Measure; Parents; Perception; Policies; Population; Prevalence; Regulation; Research; Research Design; Research Priority; Resources; Risk; Risk Factors; Rural; Sales; Smokeless; Smokeless Tobacco; Smoking; Smoking Behavior; Social Network; Source; Subgroup; Surveys; System; Technology; Time; Tobacco; Tobacco use; Twitter; United States; United States Food and Drug Administration; Vulnerable Populations; Youth; addiction; alcohol exposure; alcohol use initiation; base; cigarette smoking; collaboratory; contextual factors; digital; digital media; experience; high school; innovation; insight; interest; multidisciplinary; novel; parent grant; parent project; prevent; public policy on tobacco; recruit; response; smokeless tobacco use; smoking prevalence; social; social media; tobacco advertising; tobacco control; tobacco exposure; tobacco products; tobacco user; young adult

PROJECT SUMMARY This application is being submitted in response to the Notice of Special Interest (NOSI) identified as NOT-CA- 20-039. The parent grant (1R01CA234082-01A1) aimed to evaluate the impact of social media advertising and influencer marketing of smokeless products on attitudes, beliefs, and use of smokeless products. Alcohol-related themes are common in smokeless tobacco conversations on social media and understanding the impact of exposure to this content can provide meaningful insights for tobacco control and alcohol use and abuse research. Social media data can serve as valuable measures of targeted marketing, public communication environment and norms, as well as other previously unmeasured contextual factors associated with health outcomes, yet, to date, no studies have examined the population level impact of alcohol-themed smokeless tobacco (ATST) social media marketing on initiation, use and co-use of smokeless tobacco and alcoholic beverage products, generally, or among youth in particular. The overall goal of the proposed project is thus to assess the amount and characterize the themes and sources of ATST posts on social media, as well as analyze the relationship between potential exposure to ATST social media messages on initiation, use and co-use of smokeless tobacco and alcohol products, with a particular focus on youth. This project will enhance the goal of parent R01 by examining youth- and new user marketing strategies at a finer grain by specifically focusing on alcohol-flavored smokeless product promotion and alcohol-themed promotion. This proposal is directly relevant to the NOT-CA-20-039 announcement and consistent with the intent of the Administrative Supplement as it will engage additional resources, data sources, and expertise, as well as take advantage of NORC’s existing analytical infrastructure and experience in social media research to examine digital marketing environment influences on initiation and co-use of alcohol and tobacco in youth. We will conduct linked analyses of two existing data sets: 1) social media data related to ATST marketing, 2) survey data from the Youth Risk Behavioral Surveillance System (YRBSS) that measures high school and middle school students’ smokeless tobacco and alcohol use. Specifically, the aims of the proposed supplement are: to quantify the amount and characterize the themes and sources of ATST posts on social media (i.e., Twitter and Instagram) (Aim 1); to assess the impact of potential exposure to ATST social media content on youth smokeless and alcohol product use and initiation (Aim 2). While the parent project aims to explore differences in smokeless tobacco marketing and use across regions and populations and investigates the moderating impact of such underlying factors as tobacco control policies, we have not had the resources and expertise to study the potential impact of alcohol-related promotion of smokeless tobacco on tobacco initiation and consumption. By conducting linked analyses of ATST social media content and YRBSS data, this project will provide highly policy-relevant scientific evidence about the influences of alcohol-related marketing environment on tobacco and alcohol use and initiation among youth in the U.S.

项目摘要 该申请是为了响应特殊利益通知（NOSI）而提交 20-039。父母赠款（1R01CA234082-01A1）旨在评估社交媒体广告和 无烟产品的影响者营销无烟产品对与会者，有信心和使用。酒精相关 主题在社交媒体上的无烟烟草对话中很常见，并了解 接触此内容可以为烟草控制和饮酒和滥用研究提供有意义的见解。 社交媒体数据可以作为目标营销，公共传播环境的宝贵衡量标准 和规范，以及其他与健康结果相关的未测量的上下文因素 日期，没有研究检查以酒精为主题的无烟烟草（ATST）社会的人口水平的影响 一般而言 或特别是青年。因此，拟议项目的总体目标是评估金额和 表征社交媒体上ATST帖子的主题和来源，并分析 潜在地接触ATST社交媒体信息有关无烟烟草和共同使用和共同使用的社交媒体信息 酒精产品，特别关注青年。该项目将通过检查父母R01的目标 精细谷物的青年和新用户营销策略专门专注于酒精味的无烟 产品促进和以酒精为主题的促销。该建议与非CA-20-039直接相关 公告并符合行政补充的意图，因为它将吸引更多 资源，数据源和专业知识，并利用NORC现有的分析基础架构 以及社交媒体研究的经验，以研究数字营销环境对主动性的影响和 青年的酒精和烟草共同使用。我们将对两个现有数据集进行链接分析：1）社交媒体 与ATST营销有关的数据，2）来自青年风险行为监视系统（YRBSS）的调查数据 这可以衡量高中和中学生的无烟烟草和饮酒。具体来说， 拟议的补充的目的是：量化ATST主题和来源的数量和特征 社交媒体上的帖子（即Twitter和Instagram）（AIM 1）；评估潜在暴露于ATST的影响 社交媒体有关青年无烟和酒精产品使用和主动性的内容（AIM 2）。父母项目 旨在探索无烟烟草营销和跨地区和人群的使用差异以及 调查了烟草控制政策等基本因素的调节影响，我们还没有 资源和专业知识，以研究与酒精相关的无烟烟草促销的潜在影响 烟草邀请和消费。通过对ATST社交媒体内容和YRBS进行链接分析 数据，该项目将提供有关酒精相关的影响的高度政策的科学证据 美国青年的烟草和饮酒和倡议的营销环境