Recruiting Latino Smokers via the Internet: The Feasibility of Online Advertising

描述(由申请者提供)：烟草使用是美国拉丁裔癌症和疾病负担的主要可预防原因。拉丁裔人口的快速增长意味着，如果吸烟率继续保持不变，到2050年，拉美裔吸烟者将从700万增加到1600万以上。数以百万计的拉丁裔吸烟者现在正在使用互联网，基于网络的戒烟计划有越来越多的有效证据。招募拉丁裔吸烟者参加基于网络的戒烟研究一直很困难，而且对有效的招募策略知之甚少。需要进行研究，以确定基于网络的戒烟计划是否对拉丁裔有效，通过什么机制，以及以什么成本。然而，要使这项研究成为可能，首先必须确定理论驱动的招聘战略，这些战略在接触在线拉美裔吸烟者方面是具有成本效益的。这项混合方法的研究旨在开发和测试在线横幅广告在招募在线拉丁裔吸烟者到一个免费的双语戒烟网站上的有效性。在项目的质量阶段，专家意见和对拉丁裔吸烟者的消费者测试将指导开发四个在线横幅广告。广告将跨越文化定位(表层与深层)和信息框架(收益框架与损失框架)，以确定最佳的传播策略。该项目的量化阶段将使用4x4拉丁方设计来测试在线广告的有效性，并使用四个结果指标：1)广告的绝对点击量，2)戒烟网站的点击率，3)戒烟网站上的拉丁裔注册者数量，以及4)每个注册者的成本。被测试的假设是，深度定向广告的表现优于表层定向广告，保持恒定的信息框架，而获得框定的信息将优于损失框定的消息，保持恒定的文化定向。我们还将探讨信息框架和文化定位之间的潜在互动，以及广告投放的成本效益。来自本研究的数据将被用于未来的R01，以招募拉美裔人参加基于网络的戒烟计划，以测试这种戒烟方式的覆盖范围和有效性。这个项目将通过测试与信息框架和文化定位相关的特定理论来推动传播学的发展。该项目还将增加传播科学的知识，并帮助加强科学的传播，利用直接面向消费者的营销和互联网作为接触在线拉丁裔吸烟者的新渠道。这项研究的结果将为如何接触和招募其他种族/少数民族群体参加基于网络的试验提供一个可移植的模式。与公共健康相关：互联网戒烟计划具有巨大的潜力，可以降低数百万拉丁裔在线吸烟者的吸烟率和癌症差距。实现这一潜力的第一步是开发有效的方法，招募拉美裔人参加基于网络的戒烟计划。

DESCRIPTION (provided by applicant): Tobacco use is a major preventable cause of cancer and disease burden among Latinos in the U.S. The rapid growth of the Latino population means there will be an increase from 7 million to over 16 million Latino smokers by 2050 if smoking rates remain unchecked. Millions of Latino smokers are now using the Internet and web-based cessation programs have a growing evidence base of efficacy. Recruitment of Latino smokers to web-based cessation studies has been difficult and little is known about effective recruitment strategies. Research is needed to determine if web-based cessation programs work for Latinos, by what mechanisms, and at what cost. For this research to be possible, however, it is first necessary to identify theory-driven recruitment strategies that are cost efficient in reaching online Latino smokers. This mixed-method study aims to develop and test the effectiveness of online banner advertising in recruiting online Latino smokers to a free, bilingual smoking cessation website. In the qualitative phase of the project, expert input and consumer testing with Latino smokers will guide the development of four online banner ads. Ads will cross cultural targeting (surface vs. deep) with message framing (gain vs. loss frame) to determine the optimal communication strategy. The quantitative phase of the project will use a 4x4 Latin Square design to test the effectiveness of online ads with four outcome metrics: 1) the absolute number of clicks on an ad, 2) the clickthrough- rate to the smoking cessation website, 3) number of Latino registrants on the cessation site, and 4) cost per registrant. The hypotheses tested are that deep targeted ads will outperform surface targeted ads, holding constant message frame, and that gain framed messages will outperform loss framed messages, holding constant cultural targeting. We will also explore the potential interaction between message framing and cultural targeting, as well as the cost efficiency of ad delivery. Data from the present study will be used in a future R01 to recruit Latinos into a web-based cessation program to test the reach and efficacy of this cessation modality. This project will advance communication science by testing specific theories related to message framing and cultural targeting. This project will also add knowledge to the science of dissemination and help strengthen the dissemination of science using direct to consumer marketing and the Internet as a new channel to reach online Latino smokers. Results from this study will provide a transportable model for how to reach and recruit other racial/ethnic minority groups to web-based trials. PUBLIC HEALTH RELEVANCE: Internet cessation programs hold great potential to reduce smoking prevalence and cancer disparities among the millions of online Latino smokers. The first step in realizing this potential is to develop effective methods to recruit Latinos to web-based smoking cessation programs.