Modified Use of E-cigarettes and Marketing on YouTube

电子烟的改良使用和 YouTube 营销

• 批准号: 10170329
• 负责人: Grace Kong
• 金额: $ 44.49万
• 依托单位: YALE UNIVERSITY
• 依托单位国家: 美国
• 财政年份: 2020
• 资助国家: 美国
• 起止时间: 2020-06-01 至 2023-05-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10170329
• 关键词: Address; Adolescent and Young Adult; Advisory Committees; Behavior; Code; Communication; Complement; Custom; Data; Dependence; Devices; Electronic cigarette; Esthesia; Evaluation; Frequencies; Friends; Goals; Health; High temperature of physical object; Human; Impulsivity; Industry; Internet; Knowledge; Machine Learning; Manufacturer Name; Marketing; Methods; Modification; Motivation; Nicotine; Oils; Perception; Plug-in; Prevalence; Prevention; Public Health; Regulation; Research Methodology; Risk Factors; Sampling; Source; Survey Methodology; Surveys; Time; Tobacco; Tobacco use; Toxicology; United States Food and Drug Administration; Youth; addiction; demographics; electronic cigarette use; electronic cigarette user; electronic liquid; experience; male; marijuana vaping; novel; preference; prevent; public health relevance; response; risk perception; sex; social; social media; substance use; tobacco advertising; tobacco regulatory science; vaping; web site

PROJECT SUMMARY E-cigarette use among U.S. youth is a significant public health problem. Understanding youth appeal of e- cigarettes and marketing strategies targeting youth is critical to inform the U.S. Food and Drug Administration (FDA)’s goal to prevent youth e-cigarette use. A significant youth appeal is the ability to modify e-cigarettes or to “hack” the devices or e-liquid constituents for unintended purposes (e.g., using at higher temperatures or for a longer period of time, adding their own e-liquids made with nicotine or THC oil). However, it is largely unknown how youth modify e-cigarette devices or their components, their perceptions of these behaviors, and marketing strategies used to endorse these behaviors. YouTube, a popular social media, can be examined to understand modified uses of e-cigarettes and marketing associated with these behaviors. The overall goal of this study is to understand ways in which youth modify e-cigarettes, their motivations for doing so, and marketing sources, using YouTube analysis, survey methodology, and expert evaluation. We will identify modified uses of e-cigarettes and marketing using fictitious youth YouTube viewer profiles to search for e-cigarettes using a browser plug-in and custom scripted web-crawling and then machine learning to automatically code the videos to identify e-cigarette modifications and marketing source. Our Advisory Committee (AC) of subject matter experts in tobacco regulatory science, social media, youth tobacco use, toxicology, communications, and tobacco marketing will apply their knowledge to assess the potential impact of these identified modified uses on appeal, addiction, and health effects of e-cigarettes to identify those which are amenable to FDA regulations and communications. We will then conduct an in-depth analysis of these selected behaviors using a combination of machine learning and detailed human coding on youth-accessible YouTube videos to understand: 1) components that are modified (e.g., batteries, cartridges/pods, e-liquids), 2) motivations for modification (e.g., enhance user experience, reduce perceived harm), 3) marketing sources (e.g., online shops, pro-e-cigarette organizations), and 4) appeal (number of likes, views). We will also use an online survey with adolescent and young adult e-cigarette users (N=1000) to examine the prevalence, appeal, motivations, risk perceptions, and marketing exposure related to these modified uses and their predictors (i.e., demographic variables, past-month e-cigarette use frequency, e-cigarette dependence, other tobacco/substance use, interpersonal and intrapersonal risk factors). The results of this study will provide the FDA with novel evidence to 1) develop regulations to prohibit the manufacturing and marketing of e-cigarette components that can be modified by youth, 2) restrict youth-accessible marketing of e-cigarettes on social media such as YouTube, and 3) develop prevention campaigns to educate youth about the harms of modifying e-cigarettes.

项目概要 美国青少年使用电子烟是一个重大的公共卫生问题。了解电子对年轻人的吸引力 针对青少年的卷烟和营销策略对于告知美国食品和药物管理局至关重要 （FDA）的目标是防止青少年使用电子烟。对年轻人的一个重要吸引力是能够修改电子烟或 出于非预期目的“破解”设备或电子烟液成分（例如，在更高温度下使用或用于 较长一段时间，添加自己用尼古丁或 THC 油制成的电子液体）。然而，这很大程度上是 不知道年轻人如何修改电子烟设备或其组件，他们对这些行为的看法，以及 用于认可这些行为的营销策略。 YouTube，一个流行的社交媒体，可以检查 了解电子烟的改良用途以及与这些行为相关的营销。总体目标为 这项研究旨在了解青少年改变电子烟的方式、他们这样做的动机， 和营销来源，使用 YouTube 分析、调查方法和专家评估。我们将 使用虚构的青年 YouTube 观看者个人资料来识别电子烟的修改用途和营销 使用浏览器插件和自定义脚本网络爬行的电子烟，然后机器学习 自动对视频进行编码以识别电子烟修改和营销来源。我们的咨询 烟草监管科学、社交媒体、青少年烟草使用等主题专家委员会 (AC) 毒理学、传播学和烟草营销人员将运用他们的知识来评估潜在影响 这些确定了电子烟对吸引力、成瘾性和健康影响的修改用途，以确定那些 遵守 FDA 法规和沟通。接下来我们将对这些进行深入分析 结合机器学习和详细的人类编码来选择青少年可访问的行为 YouTube 视频可帮助您了解：1) 改装的组件（例如电池、烟弹/烟弹、电子烟油），2) 修改的动机（例如，增强用户体验、减少感知伤害），3）营销来源 （例如，网上商店、支持电子烟的组织），以及 4) 吸引力（点赞数、浏览量）。我们还将使用一个 对青少年和年轻电子烟使用者（N=1000）的在线调查，以检查流行率、吸引力、 与这些修改用途及其预测因素相关的动机、风险认知和营销曝光（即， 人口统计变量、过去一个月的电子烟使用频率、电子烟依赖性、其他 烟草/药物使用、人际和个人内部风险因素）。这项研究的结果将提供 FDA 拥有新证据 1）制定法规禁止电子烟的制造和营销 青少年可以修改的组件，2) 限制青少年在社交媒体上进行电子烟营销 YouTube 等媒体，以及 3) 开展预防活动，教育青少年了解修改的危害 电子烟。