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

项目总结 虽然烟草产品的数字营销越来越普遍，但社交媒体平台的作用 在烟草控制方面的研究还不够深入。越来越多的研究表明，社交媒体 雪茄产品的推广正在迅速增加。1-3监管滞后于创新的数字营销 在策略上，社交网站已经成为烟草品牌的重要宣传工具。商业广告 社交媒体信息通常以年轻人和传统上经历与烟草相关的不同的人群为目标。 因此，在美国，雪茄和雪茄产品的使用差异持续存在，接近十分之一。 2018.6年度吸食雪茄的非裔美国高中生，7名青年、非裔美国人和拉美裔美国人 使用社交媒体的比例也高于普通人群，这可能会使社交媒体的影响成倍增加 媒体营销，并造成烟草营销暴露的差异。了解以下方面的影响 在社交媒体上接触到关于雪茄、小雪茄和雪茄产品的信息可以提供有意义的见解 用于烟草控制，因为社交媒体数据提供了有价值的人口规范、定向营销、 以及与健康结果相关的其他以前未测量的背景因素。不幸的是，到目前为止，没有 研究考察了雪茄和雪茄产品的社交媒体营销对人口水平的影响。这 该项目将通过填补这一关键的研究空白来促进雪茄产品的科学知识。这个 该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、小雪茄和雪茄有关的社交媒体内容，并为 限制雪茄产品营销的监管行动，包括小雪茄和雪茄(LCC)。这个 拟议项目的具体目标是：1)检查接触少量雪茄和雪茄社会的影响 关于LCC使用的媒体内容，对LCC的态度，危害感知，感知的使用普及率，启动， 和使用LCC的意图；2)评估LCC相关内容在 社交媒体，考察其对与其他易燃产品相关的态度、信念和行为的影响 如香烟和水烟；以及接触对大麻使用和启动的影响；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改变了直接 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数据集的独特组合，包括社会 来自Twitter和Instagram的媒体数据，尼尔森存储的关于LCC和其他烟草产品销售的扫描仪数据， 以及与烟草相关的结果的调查数据。该项目的发现将提供与政策高度相关的 关于LCC产品的社交媒体营销对人群水平影响的科学证据。这个项目将 提供对数字雪茄推广的直接影响和意外影响的独特洞察，并构建 监督和规范社交媒体营销的科学和方法基础。

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.