Effect of a Digital Social Media Campaign on Young Adult Smoking Cessation
Effect of a Digital Social Media Campaign on Young Adult Smoking Cessation
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DOI：
10.1093/ntr/ntv119
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发表时间：
2016-03-01
影响因子：
4.7
通讯作者：
Brown, K. Stephen
中科院分区：
文献类型：
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作者：
Baskerville, Neill Bruce;Azagba, Sunday;Brown, K. Stephen
社交媒体（SM）可能会扩大年轻成年吸烟者戒烟的范围和影响。到目前为止，针对年轻人利用社交媒体促进戒烟的研究还很少。我们评估了一种名为“Break - it - Off（BIO）”的创新型多成分网络和社交媒体方法对年轻成年人戒烟的效果。该研究采用了准实验设计，收集了接触BIO的19 - 29岁吸烟者（随访时n = 102）以及吸烟者热线（SHL）使用者对照组（随访时n = 136）的基线数据和3个月的随访数据。逻辑回归分析在调整了基线时的种族、教育水平和吸烟情况（每日或偶尔）后，评估了两组在自我报告的7天和30天时点戒烟率上的差异。该活动吸引了37325名独立访客，总访问量达44172次。与SHL使用者相比，BIO使用者的7天和30天戒烟率明显更高。在3个月的随访中，BIO参与者（32.4%）比SHL参与者（14%）更有可能戒烟30天（优势比 = 2.95，95%置信区间 = 1.56 - 5.57，P <.001），并且BIO参与者（91%）比SHL参与者（79%）更有可能尝试戒烟（优势比 = 2.69，95%置信区间 = 1.03 - 6.99，P =.04）。该活动的覆盖范围以及戒烟成功的研究结果表明，数字/社交媒体平台可以补充传统的SHL戒烟服务，为寻求戒烟帮助的年轻成年吸烟者提供支持。
Social media (SM) may extend the reach and impact for smoking cessation among young adult smokers. To-date, little research targeting young adults has been done on the use of SM to promote quitting smoking. We assessed the effect of an innovative multicomponent web-based and SM approach known as Break-it-Off (BIO) on young adult smoking cessation.The study employed a quasi-experimental design with baseline and 3-month follow-up data from 19 to 29-year old smokers exposed to BIO (n = 102 at follow-up) and a comparison group of Smokers' Helpline (SHL) users (n = 136 at follow-up). Logistic regression analysis assessed differences between groups on self-reported 7-day and 30-day point prevalence cessation rates, adjusting for ethnicity, education level, and cigarette use (daily or occasional) at baseline.The campaign reached 37 325 unique visitors with a total of 44 172 visits. BIO users had significantly higher 7-day and 30-day quit rates compared with users of SHL. At 3-month follow-up, BIO participants (32.4%) were more likely than SHL participants (14%) to have quit smoking for 30 days (odds ratio = 2.95, 95% CI = 1.56 to 5.57, P < .001) and BIO participants (91%) were more likely than SHL participants (79%) to have made a quit attempt (odds ratio = 2.69, 95% CI = 1.03 to 6.99, P = .04).The reach of the campaign and findings on quitting success indicate that a digital/SM platform can complement the traditional SHL cessation service for young adult smokers seeking help to quit.