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

摘要/项目摘要 电子烟是高中生中的一个大问题-日常使用率从2017年的12%激增 2019年为28%。青少年接触到社交媒体影响者的电子烟代言， 代表电子烟品牌推广这些有害产品，作为传统香烟的健康替代品。 香烟该项目建议在Instagram上全面描述电子烟影响者营销 (the电子烟影响者最广泛使用的平台）和其他受欢迎的社交媒体平台 美国青少年;检查接触社交媒体营销和启动模式之间的关联 以及电子烟使用的变化;并探讨与电子烟影响者和电子烟相关的青年态度和想法。 预防吸烟运动。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 自动发现数据模式的人工智能-评估营销主题的趋势， 遵守联邦对电子烟促销中警告标签和赞助披露的要求 从2021年到2023年收集Instagram、YouTube和TikTok上的图像和视频（超过400万个帖子， 总共）。我们将使用方差分析测试来研究用户参与电子烟营销的时间趋势 发布并比较电子烟影响者粉丝中未成年用户的比例 平台在两年的时间里。对于目标2，我们将测量暴露于电子烟的关联 营销（在Instagram、YouTube、TikTok和Snapchat上），随后启动、升级或停止 电子烟在一个社会经济和种族多样化的队列中的使用，5,000名高中生生活在 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研究。我们将使用三种波 调查数据的多层次多项逻辑回归，以衡量接触和参与的变化 在Instagram、YouTube、TikTok和Snapchat上进行电子烟营销;我们将使用重复的措施， 随机效应逻辑回归模型，以评估暴露于营销内容对这些 电子烟使用的后续变化平台。调查参与者中的十个重点小组将 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暴露和感知的水平 在社交媒体上发起反电子烟预防运动。这个项目将是第一个彻底评估 由于接触电子烟营销和互动，青年人电子烟使用习惯的变化 与青少年中最受欢迎的社交媒体平台上的电子烟影响者。

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.