Assessing the Effects of Cigar and Cigarillo Social Media Promotion on Tobacco and Marijuana Use

评估雪茄和小雪茄社交媒体推广对烟草和大麻使用的影响

• 批准号: 10533274
• 负责人: Ganna Kostygina
• 金额: $ 65.17万
• 依托单位: NATIONAL OPINION RESEARCH CENTER
• 依托单位国家: 美国
• 财政年份: 2020
• 资助国家: 美国
• 起止时间: 2020-12-02 至 2025-11-30
• 项目状态: 未结题
• 来源: https://reporter.nih.gov/project-details/10533274
• 关键词: Advertising; Affect; African American; African American population; Area; Attitude; Behavior; Behavioral; Belief; Biometry; Characteristics; Cigar; Cigarette; Collaborations; Color; Commercial Catalogs; Communications Media; Communities; Consumption; Data; Data Analyses; Data Set; Disparity; Economics; Education; Exposure to; Future; General Population; Geographic Locations; Goals; Health; High School Student; Imagery; Individual; Instagram; Knowledge; Latino Population; Link; Location; Longitudinal cohort; Marijuana; Marketing; Measures; Methodology; Misinformation; Modeling; Outcome; Outcome Measure; Patient Self-Report; Perception; Pharmaceutical Preparations; Policies; Population; Prevalence; Price; Public Opinion; Regulation; Research; Research Methodology; Risk Factors; Role; Sales; Scientific Advances and Accomplishments; Smoker; Smoking; Smoking Behavior; Source; Subgroup; Surveys; Time; Tobacco; Tobacco Industry; Tobacco use; Twitter; United States; Vulnerable Populations; Youth; analytical method; base; cigarette smoking; cigarillos; collaboratory; computer science; contextual factors; digital; experience; food marketing; hookah; innovation; insight; marijuana use; public policy on tobacco; social; social media; social networking website; tobacco advertising; tobacco control; tobacco prevention; tobacco products; tool

PROJECT SUMMARY While digital marketing of tobacco products is becoming increasingly common, the role of social media platforms in tobacco control is still understudied. There is a growing body of research suggesting that social media promotion of cigar products is rapidly increasing.1-3 With regulation lagging behind innovative digital marketing tactics, social networking sites have become an important promotional vehicle for tobacco brands. Commercial social media messages often target youth and populations traditionally experiencing tobacco-related disparities.4, 5 Thus, disparities in the use of cigar and cigarillo products are persistent in the U.S., with nearly one in ten African American high school students being cigar smokers in 2018.6, 7 Youth, African Americans, and Latinos also use social media at higher rates than the general population, which potentially multiplies the effect of social media marketing and contributes to disparities in tobacco marketing exposure. Understanding the impact of exposure to messages about cigar, little cigar and cigarillo products on social media can offer meaningful insights for tobacco control as social media data provide valuable measures of population norms, targeted marketing, and other previously unmeasured contextual factors associated with health outcomes. Unfortunately, to date, no studies have examined the population level impact of social media marketing of cigar and cigarillo products. This project will advance the scientific knowledge on cigar products by filling this critical research gap. The overarching goal of this project is to examine the direct effects and the unintended consequences of exposure to social media content related to cigars, little cigars, and cigarillos and provide timely scientific basis for regulatory actions on restricting marketing for cigar products, including little cigars and cigarillos (LCCs). The specific aims of the proposed project are: 1) to examine the impact of exposure to little cigar and cigarillo social media content on LCC use, attitudes towards LCCs, harm perceptions, perceived prevalence of use, initiation, and intentions to use LCCs; 2) to assess the unintended consequences of LCC-related content exposure on social media, examining its impact on attitudes, beliefs, and behaviors related to other combustible products such as cigarettes and hookah; as well as the impact of exposure on marijuana use and initiation; 3) to study whether or to what extent state and local tobacco control policies and marijuana regulations modify the direct effects and unintended impact of potential exposure to social media content. These aims will be accomplished by applying innovative research and analytic methods to a unique combination of data sets, including social media data from Twitter and Instagram, Nielsen store scanner data on LCC and other tobacco product sales, and survey data on tobacco-related outcomes. The findings from this project will provide highly policy-relevant scientific evidence on the population level impact of social media marketing of LCC products. This project will provide unique insight into the direct effects and unintended influences of digital cigar promotion and build a scientific and methodological base for surveillance and regulation of social media marketing.

项目摘要 虽然烟草产品的数字营销越来越普遍，但社交媒体平台的作用 在烟草控制方面的作用还有待研究。越来越多的研究表明，社交媒体 雪茄产品的促销活动正在迅速增加。1 -3由于监管滞后于创新的数字营销 策略，社交网站已成为烟草品牌的重要宣传工具。商业 社交媒体信息往往针对青年和传统上遭受烟草相关危害的人群。 5因此，在美国，雪茄和小雪茄产品的使用差异一直存在，近十分之一的人 2018年，非裔美国高中生是雪茄吸烟者。6，7青年，非裔美国人和拉丁美洲人 也使用社交媒体的比率高于一般人群，这可能会成倍增加社交媒体的影响。 媒体营销，并有助于烟草营销曝光的差异。了解影响 在社交媒体上接触有关雪茄、小雪茄和小雪茄产品的信息可以提供有意义的见解 对于烟草控制，社交媒体数据提供了有价值的人口规范措施，有针对性的营销， 以及其他以前未测量的与健康结果相关的背景因素。不幸的是，到目前为止，没有 研究调查了社交媒体营销雪茄和小雪茄产品对人口的影响。这 该项目将通过填补这一关键的研究空白来推进雪茄产品的科学知识。的 本项目的首要目标是检查暴露的直接影响和意外后果 与雪茄、小雪茄和小雪茄相关的社交媒体内容，并及时提供科学依据， 限制雪茄产品销售的监管行动，包括小雪茄和小雪茄（LCC）。的 拟议项目的具体目标是：1）研究接触小雪茄和小雪茄的影响 关于LCC使用的媒体内容，对LCC的态度，伤害感知，感知的使用流行率，启动， 以及使用LCC的意图; 2）评估与LCC相关的内容暴露对 社交媒体，检查其对与其他可燃产品相关的态度、信仰和行为的影响 如香烟和水烟;以及暴露对大麻使用和开始的影响; 3）研究 州和地方烟草控制政策和大麻法规是否或在多大程度上修改了直接 潜在接触社交媒体内容的影响和意外影响。这些目标将会实现 通过将创新的研究和分析方法应用于独特的数据集组合，包括社会 来自Twitter和Instagram的媒体数据，尼尔森关于LCC和其他烟草产品销售的商店扫描数据， 以及与烟草有关的结果的调查数据。该项目的研究结果将提供高度相关的政策 社会媒体营销LCC产品对人群水平影响的科学证据。该项目将 为数字雪茄促销的直接影响和意外影响提供独特的见解，并建立一个 社会媒体营销的监督和监管的科学和方法基础。