The Effects of Branded and Influencer Social Media Promotion of Flavored Tobacco Products (FTP) on FTP Use Among Youth and Young Adults

项目总结 虽然烟草产品的数字营销越来越普遍，但社交媒体的作用 烟草控制中的平台仍未得到充分研究。一项新兴的研究表明，社交媒体 推广加味烟草产品(即电子尼古丁输送系统(END)、雪茄、雪茄、 小雪茄、水烟/水烟、烟斗、无烟烟草、热不燃烧产品)正在迅速增长。这些 目前的信息监管不足，以年轻人为目标，经常包含错误信息，并带有品牌特征 商品和名人或“有影响力的人”促销。年轻人使用社交媒体的比率高于一般人 这可能会使定向社交媒体营销的效果成倍增加。现有的 香料烟草产品(FTP)处理中的监管失衡和烟草的数字营销 产品可能解释了年轻人使用ftp的最新趋势。特别是，最近社交媒体的指数级增长 广告发布之际，美国年轻人中使用Ends和其他FTP的人数显著增加，这已经 抹去了最近在减少青年烟草产品总使用量方面取得的进展。了解以下方面的影响 接触社交媒体内容可以为烟草监管科学提供信息。不幸的是，到目前为止，还没有研究 研究了这类FTP的社交媒体营销的影响。该项目将填补这一关键研究的空白 差距。该项目的首要目标是检查接触与ftp相关的社交媒体的影响 内容，并为限制这些产品营销的监管行动提供及时的科学依据。这个 拟议项目的具体目标是目标1：确定和描述潜在的可管制的社会 按来源(例如，品牌、影响者/社区、常规消费者)与FTP相关的媒体消息内容 主要主题(例如，新用户目标、健康风险、口味类型)；目标2：审查接触 关于产品销售的商业和有影响力的FTP内容以及关于青少年和年轻人的意识、风险 对ftp产品的感知、使用意图、发起和使用模式；以及目标3：研究是否/使用 Ftp监管政策在多大程度上改变了接触社交媒体内容对ftp产品的影响 销售与年轻人和年轻人的意识、风险认知、使用意图、启动和使用模式 文件传输协议产品。这些目标将通过应用健康行为的经典理论和 广告，以及创新的分析方法，以独特的数据集组合，包括社交 来自Twitter和Instagram的媒体数据，接触烟草营销的个人数据，烟草 态度和烟草使用，来自人口烟草与健康评估(PATH)调查，ftp销售 来自尼尔森的卷数据存储扫描仪数据，以及NORC收集的州/本地FTP策略数据。调查结果 该项目将(A)通过强调调味品的潜在监管行动来为监管科学提供信息 烟草产品和社交媒体，b)促进健康传播理论，c)可翻译为 其他健康行为研究。

PROJECT SUMMARY While digital marketing of tobacco products is becoming increasingly common, the role of social media platforms in tobacco control is still understudied. An emerging body of research shows that social media promotion of flavored tobacco products (i.e., electronic nicotine delivery systems (ENDS), cigars, cigarillos, little cigars, hookah/waterpipe, pipe, smokeless tobacco, heat-not-burn products) is rapidly growing. These messages are currently under-regulated, target youth, often contain misinformation, and feature branded merchandise and celebrity or “influencer” promotion. Youth use social media at higher rates than the general population in the U.S., which potentially multiplies the effect of targeted social media marketing. The existing regulatory imbalances in treatment of flavored tobacco products (FTPs) and digital marketing of tobacco products may explain recent trends in youth FTP use. In particular, the recent exponential rise in social media advertising coincided with significant increases in ENDS and other FTP use among U.S. youth, which has erased recent progress in reducing overall tobacco product use among youth. Understanding the impact of exposure to social media content can inform tobacco regulatory science. Unfortunately, to date, no studies have examined the impact of social media marketing of such FTPs. This project will fill this critical research gap. The overarching goal of this project is to examine the effects of exposure to FTP-related social media content and provide timely scientific basis for regulatory actions on restricting marketing of these products. The specific aims of the proposed project are Aim 1: to identify and characterize potentially regulatable social media message content related to FTPs by source (e.g., brand, influencer/community, regular consumer) and major themes (e.g., new-user targeting, health risks, flavor-type); Aim 2: to examine the impact of exposure to commercial and influencer FTP content on product sales and on youth and young adult awareness, risk perceptions, intentions to use, initiation, and patterns of use of FTP products; and Aim 3: to study whether/to what extent FTP regulatory policies modify the impact of exposure to social media content on FTP product sales and youth and young adult awareness, risk perceptions, intentions to use, initiation, and patterns of use of FTP products. These aims will be accomplished by applying classic theories of health behavior and advertising, along with innovative analytic methods, to a unique combination of data sets, including social media data from Twitter and Instagram, individual-level data on exposure to tobacco marketing, tobacco attitudes, and tobacco use from the Population Assessment of Tobacco and Health (PATH) surveys, FTP sales volume data from Nielsen store scanner data, and state/local FTP policy data collected by NORC. The findings from this project will (a) inform regulatory science by highlighting potential regulatory actions for flavored tobacco products and for social media, b) contribute to health communication theory, and c) be translatable to other health behavior research.