Project 4

项目总结：P4 P4：社交媒体对参与和对不可燃产品使用敏感性的影响（共- 领导人，昂格尔/阿莱姆） P4通过以下方式确定具有不同特征的ONP和电子烟的社交媒体广告如何参与： 公众和有影响力的年轻人在青少年经常光顾的现代平台上使用易感性（例如，Tiktok）。到 为了实现这一目标，P4将：a）收集公开的描述ONP和电子烟的社交媒体帖子， 进行深度内容分析以检查是否具有某些特征的帖子（例如，来自社交媒体的帖子 “影响者”）获得更多的喜欢和分享; B）测试暴露于描绘电子邮件的社交媒体帖子的影响。 不同口味和设计的香烟和ONP对青年易感性的影响。目标1是分析视频帖子， TikTok、Instagram、Twitter和新兴社交媒体平台，以研究ONP和电子烟是如何 在现代社交媒体上描绘并受到公众的关注。使用多方法策略，我们将编码 根据提到的产品类型，口味，隐形使用和其他潜在的社交媒体帖子 吸引年轻人的特点。假设（H）1：引用具有模糊名称的概念风味的帖子 (e.g.,日落，熔岩）;隐蔽性和隐形使用;健康益处;缺乏警告标签;便利性; 可燃香烟戒烟;使用社交媒体影响者;和/或使用看起来像模特的人将收到 更大程度的接合（例如，喜欢，分享，转发）与没有这些特征的帖子相比。 目标2是确定是否接触到来自目标1的社交媒体内容，描述概念风味的电子商务， 香烟和ONP影响青少年使用易感性。我们将招募高中生（n= 1，500每年）， 实验使用数字平板电脑，年轻人查看提到电子烟和ONP的社交媒体帖子， 以下特征：1）风味（模糊概念风味[例如，日落] vs.显式表征风味 [e.g.,草莓]与没有提到味道的帖子）; 2）提到隐藏性和隐形使用（是/否）。后 暴露自我报告的看法和使用张贴中描述的产品的敏感性将是 测定了H2 a：在被分配观看的青少年中，使用ONP或电子烟的敏感性将更高 具有概念或特征风味和/或对隐形使用的引用的社交媒体帖子。H2 B：关系 具有使用敏感性的社交媒体帖子特征将由产品感知介导。影响 监管：如果帖子中有概念风格描述符，提到隐形使用或其他功能增加， 参与和使用ONP或电子烟的敏感性，接触现代市场上的新上市产品 社交媒体平台可以促进AYA的使用。我们将向FDA提供证据， 限制公司在社交媒体推广中使用的术语、模型和整体内容。 科学领域：行为和营销。

PROJECT SUMMARY: P4 P4: Social Media Influences on Engagement and Susceptibility to Non-Combustible Product Use (Co- leaders, Unger/Allem) P4 determines how social media depictions of ONPs and e-cigarettes with varying features are engaged with by the public and influence youth use susceptibility on modern platforms frequented by AYAs (e.g., Tiktok) . To accomplish this, P4 will: a) collect publicly-available social media posts depicting ONPs and e-cigarettes and conduct deep content analysis to examine if posts with certain features (e.g., flavors, post from social media ‘influencer’) receive more likes and shares; b) to test effects of exposure to social media posts depicting e- cigarette and ONPs in varying flavors and designs on youth susceptibility. Aim 1 is to analyze video posts from TikTok, Instagram, Twitter, and emerging social media platforms to examine how ONPs and e-cigarettes are portrayed on modern social media and engaged with by the public. Using a multi-method strategy, we will code social media postings according to the types of products mentioned, flavors, stealth use, and other potentially youth-appealing characteristics. Hypothesis (H)1: Posts that reference concept flavors with ambiguous names (e.g., sunset, lava); concealability and stealth use; health benefits; lack of warning labels; convenience; combustible cigarette cessation; use social media influencers; and/or use young-looking models will receive greater degrees of engagement (e.g., likes, shares, retweets) compared to posts without these characteristics. Aim 2 is to determine whether exposure to social media content from Aim 1 depicting concept-flavored e- cigarettes and ONPs affect youth use susceptibility. We will recruit high school students (n=1,500 per year) into experiments. Using digital tablets, youth view social media posts mentioning e-cigarettes and ONPs that vary on the following characteristics: 1) flavor (ambiguous concept flavor [e.g., sunset] vs. explicit characterizing flavor [e.g., strawberry] vs. posts without flavor mentions); 2) mentions of concealability and stealth use (yes/no). Post- exposure self-reported perceptions and susceptibility to using the product depicted in the posting will be measured. H2a: Susceptibility to using the ONP or e-cigarettes will be higher among youth assigned to view social media posts with concept or characterizing flavors and/or references to stealth use. H2b: The relation of social media post characteristics with susceptibility to use will be mediated by product perceptions. Implications for regulation: If posts with concept flavor descriptors, references to stealth use, or other features increase engagement and susceptibility to using ONPs or e-cigarettes, exposure to newly-marketed products on modern social media platforms could promote AYA use. We will provide the FDA with evidence to inform marketing restrictions on the terminology, models, and overall content that companies can use in promotional social media. Scientific Areas: Behavior and Marketing.