Assessing the Effects of Cigar and Cigarillo Social Media Promotion on Tobacco and Marijuana Use

评估雪茄和小雪茄社交媒体推广对烟草和大麻使用的影响

• 批准号: 10311112
• 负责人: Ganna Kostygina
• 金额: $ 67.37万
• 依托单位: NATIONAL OPINION RESEARCH CENTER
• 依托单位国家: 美国
• 财政年份: 2020
• 资助国家: 美国
• 起止时间: 2020-12-02 至 2025-11-30
• 项目状态: 未结题
• 来源: https://reporter.nih.gov/project-details/10311112
• 关键词: Advertising; Affect; African American; African American population; Area; Attitude; Behavior; Behavioral; Belief; Biometry; Characteristics; Cigar; Cigarette; Collaborations; Color; Commercial Catalogs; Communications Media; Communities; Consumption; Data; Data Analyses; Data Set; Economics; Exposure to; Food; Future; General Population; Geographic Locations; Goals; Health; High School Student; Imagery; Individual; Knowledge; Latino Population; Link; Location; Longitudinal cohort; Marijuana; Marketing; Measures; Methodology; Misinformation; Modeling; Outcome; Outcome Measure; Patient Self-Report; Perception; Pharmaceutical Preparations; Policies; Population; Prevalence; Prevention education; Price; Public Opinion; Regulation; Research; Research Methodology; Risk Factors; Role; Sales; Scientific Advances and Accomplishments; Smoker; Smoking; Smoking Behavior; Source; Subgroup; Surveys; Time; Tobacco; Tobacco Industry; Tobacco use; Twitter; United States; Vulnerable Populations; Youth; analytical method; base; cigarette smoking; cigarillos; collaboratory; computer science; contextual factors; digital; experience; hookah; innovation; insight; marijuana use; public policy on tobacco; social; social influence; social media; social networking website; tobacco advertising; tobacco control; tobacco prevention; tobacco products; tool

PROJECT SUMMARY While digital marketing of tobacco products is becoming increasingly common, the role of social media platforms in tobacco control is still understudied. There is a growing body of research suggesting that social media promotion of cigar products is rapidly increasing.1-3 With regulation lagging behind innovative digital marketing tactics, social networking sites have become an important promotional vehicle for tobacco brands. Commercial social media messages often target youth and populations traditionally experiencing tobacco-related disparities.4, 5 Thus, disparities in the use of cigar and cigarillo products are persistent in the U.S., with nearly one in ten African American high school students being cigar smokers in 2018.6, 7 Youth, African Americans, and Latinos also use social media at higher rates than the general population, which potentially multiplies the effect of social media marketing and contributes to disparities in tobacco marketing exposure. Understanding the impact of exposure to messages about cigar, little cigar and cigarillo products on social media can offer meaningful insights for tobacco control as social media data provide valuable measures of population norms, targeted marketing, and other previously unmeasured contextual factors associated with health outcomes. Unfortunately, to date, no studies have examined the population level impact of social media marketing of cigar and cigarillo products. This project will advance the scientific knowledge on cigar products by filling this critical research gap. The overarching goal of this project is to examine the direct effects and the unintended consequences of exposure to social media content related to cigars, little cigars, and cigarillos and provide timely scientific basis for regulatory actions on restricting marketing for cigar products, including little cigars and cigarillos (LCCs). The specific aims of the proposed project are: 1) to examine the impact of exposure to little cigar and cigarillo social media content on LCC use, attitudes towards LCCs, harm perceptions, perceived prevalence of use, initiation, and intentions to use LCCs; 2) to assess the unintended consequences of LCC-related content exposure on social media, examining its impact on attitudes, beliefs, and behaviors related to other combustible products such as cigarettes and hookah; as well as the impact of exposure on marijuana use and initiation; 3) to study whether or to what extent state and local tobacco control policies and marijuana regulations modify the direct effects and unintended impact of potential exposure to social media content. These aims will be accomplished by applying innovative research and analytic methods to a unique combination of data sets, including social media data from Twitter and Instagram, Nielsen store scanner data on LCC and other tobacco product sales, and survey data on tobacco-related outcomes. The findings from this project will provide highly policy-relevant scientific evidence on the population level impact of social media marketing of LCC products. This project will provide unique insight into the direct effects and unintended influences of digital cigar promotion and build a scientific and methodological base for surveillance and regulation of social media marketing.

项目摘要 虽然烟草产品的数字营销变得越来越普遍，但社交媒体平台的作用 在烟草中，控制仍未研究。越来越多的研究表明社交媒体 1-3随着监管落后于创新的数字营销 战术，社交网站已成为烟草品牌的重要促销工具。商业的 社交媒体信息通常以传统上遇到烟草相关差异的青年和人口为目标。4， 5因此，美国使用雪茄和雪茄产品的差异在美国持续存在，近十分之一 非裔美国人高中生在2018年吸烟者，7名青年，非裔美国人和拉丁美洲人 同时，使用比一般人群更高的社交媒体，这可能会使社会的影响倍增 媒体营销并导致烟草营销暴露的差异。了解 在社交媒体上接触有关雪茄，小雪茄和雪茄产品的消息可以提供有意义的见解 对于烟草控制，社交媒体数据提供了有价值的人口规范，有针对性的营销， 以及与健康结果相关的其他以前未衡量的上下文因素。不幸的是，迄今为止，没有 研究研究了社交媒体营销对雪茄和雪茄产品的影响。这 项目将通过填补这一关键的研究差距来提高有关雪茄产品的科学知识。这 该项目的总体目标是检查直接影响和暴露的意外后果 到与雪茄，小雪茄和雪茄有关的社交媒体内容，并为及时提供科学基础 有关限制雪茄产品营销的监管行动，包括小雪茄和雪茄（LCC）。这 拟议项目的具体目标是：1）检查暴露于小雪茄和雪茄社交的影响 关于LCC使用的媒体内容，对LCC的态度，伤害感知，使用的患病率，启动， 并打算使用LCC； 2）评估与LCC相关内容暴露的意外后果 社交媒体，检查其对与其他可燃产品相关的态度，信念和行为的影响 例如香烟和水烟；以及暴露对大麻使用和启动的影响； 3）学习 州和地方烟草控制政策和大麻法规是否在多大程度上修改直接 潜在接触社交媒体内容的影响和意外影响。这些目标将实现 通过将创新研究和分析方法应用于独特的数据集组合，包括社会 来自Twitter和Instagram的媒体数据，Nielsen商店扫描仪与LCC和其他烟草产品销售有关 和有关烟草相关结果的调查数据。该项目的发现将提供与政策相关的高度 关于LCC产品社交媒体营销的人口水平影响的科学证据。这个项目将 提供有关数字雪茄促销的直接影响和意外影响的独特见解，并建立一个 社交媒体营销监视和调节的科学和方法论基础。