Project 1: Diffusion of Marketing Messages about Tobacco Products throu p171-208

互联网和社交媒体网站作为信息来源的使用迅速增加，为烟草促销和新兴烟草制品的正常化提供了机会，然后才能对其进行管制。尽管互联网使用有所增加，但人们对互联网和社交媒体网站在向烟草使用者和潜在使用者传播亲烟草营销信息方面的作用了解有限。需要提供更多信息，了解烟草业如何在网上发布与烟草有关的信息，个人如何接收、感知和传播有关烟草制品的信息，以及这些信息如何影响他们使用烟草制品。本研究将全面了解烟草公司通过社交媒体与其客户和潜在客户沟通的方式，以及烟草使用者通过其社交网络转化和传播这些信息的方式。这将提供重要的新信息，说明新的烟草制品如何进入弱势群体，以及需要哪种类型的健康教育信息来应对这些影响。建议的研究将达致以下目标：

The rapidly increasing use of the Internet and social media sites as a source of information presents an opportunity for tobacco promotions and normalization of emerging tobacco products before they can be regulated. Despite the rise in Internet use, there is limited understanding of the role of the Internet and social media sites in transmitting pro-tobacco marketing messages to tobacco users and potential users. More information is needed about the ways in which the tobacco industry places tobacco-related messages online, how individuals receive, perceive, and disseminate information about tobacco products, and how this information impacts their use of tobacco products. This study will provide a comprehensive understanding of the ways in which tobacco companies communicate with their customers and potential customers through social media, as well as the ways in which tobacco users transform and disseminate these messages through their social networks. This will provide important new information about how new tobacco products travel to vulnerable populations and which types of health education messages are needed to counter these influences. The proposed study will achieve the following aims: � Document how the tobacco industry communicates with potential customers online. Monitor tobacco company and brand websites to describe framing and content of tobacco messages about risk and benefits of emerging tobacco products (snus, dissolvables, e-cigarettes and little cigars). � Understand how individuals transform tobacco messages online. Monitor social media sites (Twitter, YouTube) and message boards on tobacco company sites to detect trends in tobacco-related content over time. Conduct content analyses of these messages. Identify online opinion leaders who provide influential information about tobacco products, and document their characteristics. � Describe the tobacco-related messages that individuals receive online. In collaboration with Project #3, which is conducting surveys of young adults in Southern California, determine how individuals communicate and share tobacco-related information through social media. Assess the types of tobacco marketing they receive and share with others. Assess their level of health literacy about tobacco products and identify topics on which public education is needed. Identify communication channels and messages that could be used by FDA to disseminate these messages most effectively.