Evaluating the impact of e-cigarette social media marketing on e-cigarette use among underage youth.

评估电子烟社交媒体营销对未成年人电子烟使用的影响。

基本信息

批准号：
10675527
负责人：
Jennifer Beth Unger
金额：
$ 44.85万
依托单位：
UNIVERSITY OF SOUTHERN CALIFORNIA
依托单位国家：
美国
项目类别：
财政年份：
2021
资助国家：
美国
起止时间：
2021-07-19 至 2024-06-30
项目状态：
已结题

来源：
https://reporter.nih.gov/project-details/10675527
关键词：
Address Adolescent Advertising Analysis of Variance Artificial Intelligence Attitude Behavior California Complement Data Devices Disclosure Electronic cigarette Ethnic Origin Explosion Exposure to Focus Groups Frequencies Future Guidelines Habits High School Student Image Influentials Instagram Intervention Interview Logistic Regressions Longitudinal cohort Marketing Measures Methods Modeling Participant Pattern Perception Pilot Projects Population Predisposition Prevention Proliferating Public Health Race Radio Regression Analysis Regulation Reporting Role Socioeconomic Status Students Surveys Teenagers Testing TikTok Time Time trend Tobacco United States Federal Trade Commission United States Food and Drug Administration Youth aged cigarette warning label cohort combustible cigarette cost data sharing deep learning deep learning model design e-cigarette cessation electronic cigarette use follow-up innovation learning strategy novel pressure promoter racial diversity secondary analysis social influence social media socioeconomics theories trend urban area vaping warning label

项目摘要

Abstract/Project summary E-cigarettes are a big problem among high school students – with rates of daily use exploding from 12% in 2017 to 28% in 2019. Adolescents are exposed to e-cigarette endorsements from social media influencers who promote these harmful products on behalf of e-cigarette brands as a healthier alternative to conventional cigarettes. This project proposes to comprehensively describe e-cigarette influencer marketing on Instagram (the most widely used platform for e-cigarette influencers) and on other social media platforms popular among U.S. teenagers; to examine associations between exposure to social media marketing and patterns of initiation and change in e-cigarette use; and to explore youth attitudes and ideas related to e-cigarette influencers and e- cigarette prevention campaigns. For Aim 1, we will use innovative, validated deep-learning models - a form of artificial intelligence that automatically discovers patterns in data - to evaluate trends in marketing themes and compliance with federal requirements for warning labels and sponsorship disclosures in e-cigarette promotional images and videos on Instagram, YouTube and TikTok to be collected from 2021 to 2023 (over four million posts, in all). We will use ANOVA tests to examine temporal trends in user engagement with e-cigarette marketing posts and compare the proportion of underaged users among followers of e-cigarette influencers on these platforms over the two-year period. For Aim 2, we will measure the association of exposure to e-cigarette marketing (on Instagram, YouTube, TikTok and Snapchat) with subsequent initiation, escalation or cessation of e-cigarette use among a socioeconomically- and racially-diverse cohort of 5,000 high school students living in urban areas of Southern California via ongoing longitudinal cohort surveys (2021-2023). We will use three waves of survey data in multilevel multinomial logistic regression to measure changes in exposure to- and engagement with e-cigarette marketing on Instagram, YouTube, TikTok and Snapchat; we will use repeated-measures random effects logistic regression models to evaluate the association of exposure to marketing content on these platforms with subsequent changes in e-cigarette use. Ten focus groups among survey participants will complement survey findings and will be analyzed using the Grounded Theory method. Using the social media data, surveys and focus groups, we will also quantify and characterize the level of exposure to- and perception of anti-e-cigarette prevention campaigns on social media. This project will be the first to thoroughly evaluate changes in e-cigarette use habits among youth as a result of exposure to e-cigarette marketing and interaction with e-cigarette influencers on the most popular social media platforms among adolescents.

摘要/项目摘要电子烟是高中生的一个大问题——日常使用率从 2017 年的 12% 激增到 2019 年，这一比例将增至 28%。青少年会受到社交媒体影响者的电子烟认可，这些人代表电子烟品牌推广这些有害产品，作为传统香烟的更健康替代品该项目旨在全面描述 Instagram 上的电子烟影响者营销。（电子烟影响者使用最广泛的平台）以及其他深受人们欢迎的社交媒体平台美国青少年；研究社交媒体营销接触与启动模式之间的关联电子烟使用的变化；并探索年轻人对电子烟影响者和电子烟的态度和想法。对于目标 1，我们将使用创新的、经过验证的深度学习模型 - 一种形式。自动发现数据模式的人工智能 - 评估营销主题的趋势和遵守电子烟促销中警告标签和赞助信息披露的联邦要求 2021 年至 2023 年将收集 Instagram、YouTube 和 TikTok 上的图像和视频（超过 400 万条帖子，总而言之）我们将使用方差分析来检查用户参与电子烟营销的时间趋势。并比较电子烟影响者的追随者中未成年用户的比例对于目标 2，我们将衡量接触电子烟的关联性。营销（在 Instagram、YouTube、TikTok 和 Snapchat 上），随后启动、升级或停止居住在社会经济和种族多样化的 5,000 名高中生中的电子烟使用情况我们将通过持续的纵向队列调查（2021-2023）对南加州的城市地区进行分析。多级多项逻辑回归中的调查数据，以衡量接触和参与度的变化对于 Instagram、YouTube、TikTok 和 Snapchat 上的电子烟营销，我们将使用重复措施；随机效应逻辑回归模型来评估营销内容的曝光与这些之间的关联调查参与者中的十个焦点小组将进行电子烟使用随后变化的平台。补充调查结果，并将使用扎根理论方法使用社交媒体进行分析。数据、调查和焦点小组，我们还将量化和描述接触和感知的水平该项目将是第一个全面评估社交媒体上的反电子烟预防活动的项目。由于接触电子烟营销和互动，青少年使用电子烟的习惯发生了变化在青少年中最流行的社交媒体平台上与电子烟影响者合作。