The Effects of Branded and Influencer Social Media Promotion of Flavored Tobacco Products (FTP) on FTP Use Among Youth and Young Adults

调味烟草产品 (FTP) 的品牌和影响力社交媒体推广对青少年和年轻人 FTP 使用的影响

• 批准号: 10398930
• 负责人: Sherry L Emery
• 金额: $ 47.04万
• 依托单位: NATIONAL OPINION RESEARCH CENTER
• 依托单位国家: 美国
• 财政年份: 2021
• 资助国家: 美国
• 起止时间: 2021-05-15 至 2024-04-30
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10398930
• 关键词: Advertising; Affect; Alcohols; Attitude; Awareness; Behavior; Behavioral; Belief; COVID-19; COVID-19 pandemic; Candy; Centers for Disease Control and Prevention (U.S.); Cessation of life; Chocolate; Cigar; Communication; Communities; Data; Data Set; Development; Disease Outbreaks; Electronic Nicotine Delivery Systems; Environment; Epidemic; Exposure to; Family Smoking Prevention and Tobacco Control Act; Fruit; Future; General Population; Genus Mentha; Goals; Health; Health Surveys; Health behavior; Individual; Life; Link; Longitudinal Studies; Mango - dietary; Marketing; Masks; Misinformation; Municipalities; Nature; Nicotine; Parents; Pattern; Perception; Persons; Policies; Policy Maker; Population Assessment of Tobacco and Health; Regulation; Research; Risk; Role; Sales; Science; Smokeless Tobacco; Source; Symptoms; System; Teenagers; Time; Tobacco; Tobacco Industry; Tobacco use; Twitter; United States Food and Drug Administration; Variant; Vendor; Youth; analytical method; cigarette smoking; cigarillos; combat; combustible cigarette; communication theory; digital; health communication; heated tobacco products; hookah; innovation; insight; non-cigarette tobacco product; novel; pandemic disease; promoter; public policy on tobacco; response; risk perception; social; social influence; social media; theories; tobacco advertising; tobacco control; tobacco exposure; tobacco flavor; tobacco products; tobacco regulation; tobacco regulatory science; trend; vaping associated lung injury; virtual; young adult

PROJECT SUMMARY While digital marketing of tobacco products is becoming increasingly common, the role of social media platforms in tobacco control is still understudied. An emerging body of research shows that social media promotion of flavored tobacco products (i.e., electronic nicotine delivery systems (ENDS), cigars, cigarillos, little cigars, hookah/waterpipe, pipe, smokeless tobacco, heat-not-burn products) is rapidly growing. These messages are currently under-regulated, target youth, often contain misinformation, and feature branded merchandise and celebrity or “influencer” promotion. Youth use social media at higher rates than the general population in the U.S., which potentially multiplies the effect of targeted social media marketing. The existing regulatory imbalances in treatment of flavored tobacco products (FTPs) and digital marketing of tobacco products may explain recent trends in youth FTP use. In particular, the recent exponential rise in social media advertising coincided with significant increases in ENDS and other FTP use among U.S. youth, which has erased recent progress in reducing overall tobacco product use among youth. Understanding the impact of exposure to social media content can inform tobacco regulatory science. Unfortunately, to date, no studies have examined the impact of social media marketing of such FTPs. This project will fill this critical research gap. The overarching goal of this project is to examine the effects of exposure to FTP-related social media content and provide timely scientific basis for regulatory actions on restricting marketing of these products. The specific aims of the proposed project are Aim 1: to identify and characterize potentially regulatable social media message content related to FTPs by source (e.g., brand, influencer/community, regular consumer) and major themes (e.g., new-user targeting, health risks, flavor-type); Aim 2: to examine the impact of exposure to commercial and influencer FTP content on product sales and on youth and young adult awareness, risk perceptions, intentions to use, initiation, and patterns of use of FTP products; and Aim 3: to study whether/to what extent FTP regulatory policies modify the impact of exposure to social media content on FTP product sales and youth and young adult awareness, risk perceptions, intentions to use, initiation, and patterns of use of FTP products. These aims will be accomplished by applying classic theories of health behavior and advertising, along with innovative analytic methods, to a unique combination of data sets, including social media data from Twitter and Instagram, individual-level data on exposure to tobacco marketing, tobacco attitudes, and tobacco use from the Population Assessment of Tobacco and Health (PATH) surveys, FTP sales volume data from Nielsen store scanner data, and state/local FTP policy data collected by NORC. The findings from this project will (a) inform regulatory science by highlighting potential regulatory actions for flavored tobacco products and for social media, b) contribute to health communication theory, and c) be translatable to other health behavior research.

项目概要 虽然烟草产品的数字营销变得越来越普遍，但社交媒体的作用 一项新兴研究表明，社交媒体在烟草控制方面的作用仍未得到充分研究。 烟草产品促销的味道（即电子尼古丁输送系统（ENDS）、雪茄、小雪茄、 小雪茄、水烟/水烟、烟斗、无烟烟草、加热不燃烧产品）正在迅速增长。 目前，信息监管不足，针对青少年，经常包含错误信息，并且带有品牌特征 商品和名人或“影响者”促销 年轻人使用社交媒体的比例高于一般人。 美国的人口，这可能会成倍增加有针对性的社交媒体营销的效果。 调味烟草产品处理（FTP）和烟草数字营销方面的监管失衡 产品可以解释年轻人 FTP 使用的最新趋势，特别是最近社交媒体的指数增长。 广告与美国青少年中 ENDS 和其他 FTP 使用的显着增加同时发生，这已经 抹去了最近在减少青少年总体烟草产品使用方面取得的进展。 不幸的是，迄今为止，还没有研究表明接触社交媒体内容可以为烟草监管科学提供信息。 已经研究了此类 FTP 的社交媒体营销的影响。该项目将填补这一关键研究。 该项目的首要目标是研究接触 FTP 相关社交媒体的影响。 内容，为限制此类产品营销的监管行动提供及时的科学依据。 拟议项目的具体目标是目标 1：识别和描述潜在的可监管社会 与 FTP 相关的媒体消息内容（按来源划分）（例如，品牌、影响者/社区、普通消费者）以及 主要主题（例如，新用户定位、健康风险、风味类型）；目标 2：检查接触的影响 关于产品销售以及青少年意识、风险的商业和影响者 FTP 内容 FTP 产品的认知、使用意图、启动和使用模式；以及 目标 3：研究是否/使用 FTP 监管政策在多大程度上改变了社交媒体内容曝光对 FTP 产品的影响 销售和青少年意识、风险认知、使用意图、启动和使用模式 这些目标将通过应用健康行为的经典理论来实现。 广告以及创新的分析方法，到数据集的独特组合，包括社交 来自 Twitter 和 Instagram 的媒体数据、有关烟草营销、烟草暴露的个人数据 人口烟草与健康评估 (PATH) 调查、FTP 销售中的态度和烟草使用情况 来自 Nielsen 存储扫描仪数据的卷数据以及 NORC 收集的州/本地 FTP 策略数据。 该项目将（a）通过强调调味品的潜在监管行动来为监管科学提供信息 烟草产品和社交媒体，b) 为健康传播理论做出贡献，并且 c) 可转化为 其他健康行为研究。