Policy, Advertising and Social Media Related to E-cigarette Consumer Behavior

与电子烟消费者行为相关的政策、广告和社交媒体

• 批准号: 8958631
• 负责人: Carla J Berg
• 金额: $ 20.14万
• 依托单位: EMORY UNIVERSITY
• 依托单位国家: 美国
• 财政年份: 2015
• 资助国家: 美国
• 起止时间: 2015-07-01 至 2017-06-30
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/8958631
• 关键词: Address; Adoption; Advertising; Air; Alcohol or Other Drugs use; American Lung Association; Awareness; Behavior; Censuses; Characteristics; Cigarette; Cities; Code; County; Data; Data Set; Data Sources; Devices; Diffusion of Innovation; Electronic cigarette; Empirical Research; Environment; Foundations; Household; Individual; Industry; Literature; Marketing; Modeling; Nicotine; Play; Policies; Prevention; Prevention program; Printing; Public Policy; Records; Research; Research Personnel; Role; Sales; Smoke; Social Impacts; Source; Taxes; Television; Time; Tobacco; Tobacco use; Youth; base; cigarette advertising; consumer behavior; contextual factors; interest; novel; programs; public health relevance; public policy on tobacco; smoke-free policy; social; social norm; tobacco advertising; tobacco control

 DESCRIPTION (provided by applicant): Perhaps the broad interest in and the importance placed on social media by industry, policymakers, researchers, and others is based on the assumption that social media activity must impact individual behavior, or at least be a reflection of behavior. However, there is little or no empirical research explicitly examining whether or not this is true - does social media impact individual consumer behavior (or at least reflect it)? The topic of this proposal - electronic cigarettes (or e-cigarettes) - is ideal for addressing this question. These battery-powered nicotine delivery devices have emerged in the U.S. market in the past five years and have had a strong online presence, including within social media. Within the context of varied levels of tobacco control across states and a range of e-cigarette advertising, there were a dramatic increases in awareness (40.9% in 2010 to 75.4% in 2012) and use of e-cigarettes (3.3% ever use in 2010 to 8.1% in 2012). Drawing from the Socio Ecological Model and Diffusion of Innovation, contextual factors such as social influence, advertising, and public policy play an important role in tobacco use and rate of adoption. Using this foundation, we will examine specific tobacco control policies (per the American Lung Association's State of Tobacco Control) and e-cigarette advertising (per Competitrack Advertising Data) in relation to social media activity, specifically Twitter activity (volume, sentiment, and source from Gnip). We will also examine these greater contextual factors (tobacco control activity, e-cigarette advertising, Twitter activity) in relation to e-cigarette purchases, per the Nielsen Consumer Panel data, which records household purchases at the Universal Product Code (UPC) level among over 60,000 panelists beginning in 2004. We will triangulate these data sets through ZIP codes and use data from January 2011 to December 2013. Our specific aims are to: 1) examine the association between e-cigarette Twitter activity (volume, sentiment, source) and e-cigarette purchasing behavior (volume) per the Nielsen Consumer Panel data; 2) examine tobacco control policies (prevention, cessation, tax, smoke- free policy) and e-cigarette advertising (traditional, new media) in relation to e-cigarette Twitte activity; and 3) model e-cigarette purchasing through tobacco control policies, e-cigarette advertising, and e-cigarette Twitter activity over time and across states. The unique triangulation of these multilevel data will yield timely and important information given the emergence of e-cigarettes; the increased use of new and social media to promote e-cigarettes, other tobacco products, and substance use more broadly; and the need to understand the impact of policy and advertising on social media activity and ultimately the use of e-cigarettes. Examining the aforementioned aims of this R21 will establish whether these associations exist and provide data for a larger study including online sales of e-cigarettes, a larger range of advertising effors, and tobacco control activities within counties or cities to further extrapolate and contextualize the impact of social media on e- cigarette use. This may provide a basis for examination of similar factors related to use of other substances.

 描述（由申请人提供）：也许是对社交媒体对社交媒体的重要性的广泛兴趣，研究人员d其他人基于这样的统计，即社交媒体活动必须影响个人行为，或者至少反映了Howver，很少或没有经验的CIRCH检查该提案的主题是否是真正的R（或至少反映了）？五年了，在社交媒体中曾在社交媒体中进行了强烈的在线形象。 2010年的百分比为2012年的75.4％，2012年的使用烟烟0到8.1％）。采用率。我们将研究特定的烟草控制政策控制和电子烟广告数据）与社交媒体活动，情感和源头的关系。佩雷森共同消费者小组数据，活动，电子烟广告，电子烟广告，Twitter活动），在2004年开始，在60,000多个小组成员中记录了家庭中的家庭代码（UPC）水平的家庭。我们将三角构造这些数据集通过邮政编码并使用2011年1月的数据。我们的具体目的是：1）检查Associacretten电子烟Twitter twitter活动，来源）和电子烟的购买行为（卷）Peresen消费者面板数据；预防，停止，税收，无烟政策）和电子烟广告o电子烟活动和3）型号通过烟草造成烟草，电子烟，电子烟广告和电子烟twitter twitter twitter twitter Actitter actitter actitite跨州 鉴于电子烟的出现，促进电子烟，其他烟草产品以及对社交媒体活动的政策的使用，最终是电子烟的使用存在协会，并为更大的研究在线研究电子烟，更大的广告范围以及县或城市内的烟草控制活动，以进一步推断和背景社交媒体对电子烟的影响为检查与使用物质的使用有关的类似因素提供了基础。