Modified Use of E-cigarettes and Marketing on YouTube

项目总结 电子烟在美国年轻人中的使用是一个重大的公共健康问题。理解e-e对年轻人的吸引力 针对年轻人的香烟和营销战略对于向美国食品和药物管理局提供信息至关重要 (美国食品药品监督管理局)S的目标是防止青少年使用电子烟。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(例如，在较高温度下使用或用于 更长的时间，添加他们自己的用尼古丁或THC油制成的电子液体)。然而，它在很大程度上是 不知道年轻人是如何修改电子烟设备或其组件的，他们对这些行为的看法，以及 用来支持这些行为的营销策略。YouTube，一个流行的社交媒体，可以被审查 了解电子烟的修改用途以及与这些行为相关的营销。的总目标是 这项研究是为了了解年轻人修改电子烟的方式，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。我们会 使用虚构的青年YouTube观众档案来搜索电子烟的修改用途和营销 电子烟使用浏览器插件和定制脚本网络爬行，然后机器学习 自动对视频进行编码，以识别电子烟的修改和营销来源。我们的建议 烟草监管科学、社交媒体、青少年烟草使用、 毒理学、传播学和烟草营销学将应用他们的知识来评估 这些确定的修改用途对电子烟的吸引力、成瘾和健康影响，以确定哪些 要遵守FDA的规定和沟通。然后我们将对这些进行深入的分析 使用机器学习和详细的人类编码相结合的方式选择青年可访问的行为 YouTube视频了解：1)修改的组件(例如，电池、墨盒/吊舱、电子液体)，2) 修改的动机(例如，增强用户体验、减少感知的危害)，3)营销来源 (例如，网上商店、支持电子烟的组织)和4)吸引力(点赞数量、浏览量)。我们还将使用 对青少年和年轻成年电子烟使用者(N=1000)进行在线调查，以检查电子烟的流行率、吸引力、 与这些修改的使用及其预测因素相关的动机、风险感知和营销暴露(即， 人口统计变量、过去一个月电子烟的使用频率、对电子烟的依赖等 烟草/物质使用、人际和个人内部风险因素)。这项研究的结果将提供 FDA拿出新证据1)制定法规禁止电子烟的制造和营销 可以由年轻人修改的组件，2)限制年轻人在社交媒体上销售电子烟 像YouTube这样的媒体，以及3)开展预防运动，教育年轻人有关修改的危害 电子烟。

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.