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

摘要/项目摘要 电子烟在高中生中是一个大问题-日常使用率从2017年的12%激增 到2019年提高到28%。青少年接触到社交媒体影响者的电子烟代言 代表电子烟品牌宣传这些有害产品，认为它们是传统电子烟的更健康替代品 香烟。该项目建议全面描述Instagram上的电子烟影响力营销 (电子烟影响者使用最广泛的平台)和其他流行的社交媒体平台 美国青少年；研究接触社交媒体营销和成长模式之间的联系 和电子烟使用的变化；以及探索与电子烟影响者和电子烟相关的青少年态度和想法 香烟预防运动。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 人工智能，自动发现数据中的模式-评估营销主题和 遵守联邦关于电子烟宣传中警告标签和赞助商披露的要求 将于2021年至2023年收集Instagram、YouTube和TikTok上的图像和视频(超过400万条帖子， 总之)。我们将使用方差分析检验电子烟营销中用户参与度的时间趋势 并比较未成年用户在这些电子烟影响者的关注者中的比例 平台在两年的时间里。对于目标2，我们将测量接触电子烟的关联 营销(在Instagram、YouTube、TikTok和Snapchat上)，随后启动、升级或停止 在居住在北京的5000名不同社会经济和种族背景的高中生中使用电子烟 通过正在进行的纵向队列调查(2021-2023年)对南加州的城市地区进行调查。我们将使用三个波 多水平多项Logistic回归中的调查数据，以衡量接触和参与的变化 随着电子烟在Instagram、YouTube、TikTok和Snapchat上的营销，我们将使用重复措施 随机效应Logistic回归模型，以评估接触营销内容对这些 电子烟使用的后续变化的平台。调查参与者中的十个焦点小组将 补充调查结果，并将使用扎根理论方法进行分析。使用社交媒体 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 在社交媒体上开展反电子烟预防运动。该项目将是第一个全面评估的项目 青少年因接触电子烟营销和互动而改变使用电子烟的习惯 在青少年中最受欢迎的社交媒体平台上有电子烟的影响者。

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.