Modified Use of E-cigarettes and Marketing on YouTube

项目摘要 美国年轻人使用电子烟是一个严重的公共卫生问题。了解电子商务的青年诉求- 针对青少年的香烟和营销策略对于告知美国食品和药物管理局至关重要 (FDA)的目标是防止青少年使用电子烟。一个重要的年轻人吸引力是能够修改电子烟或 为了非预期的目的而“侵入”装置或电子液体成分（例如，在较高温度下使用或用于 更长的一段时间，添加自己的电子液体与尼古丁或四氢大麻酚油）。然而，它在很大程度上 不知道年轻人如何修改电子烟设备或其组件，他们对这些行为的看法，以及 营销策略来支持这些行为。YouTube，一个流行的社交媒体，可以被检查， 了解电子烟的改良用途以及与这些行为相关的营销。的总目标 这项研究旨在了解年轻人改变电子烟的方式，他们这样做的动机， 和营销来源，使用YouTube分析，调查方法和专家评估。我们将 识别电子烟的改良用途，并使用虚构的青年YouTube观众资料进行营销， 电子烟使用浏览器插件和自定义脚本网络抓取，然后机器学习， 自动对视频进行编码，以识别电子烟的修改和营销来源。参谋的 烟草监管科学、社交媒体、青少年烟草使用、 毒理学、传播和烟草营销将运用他们的知识来评估 这些研究确定了电子烟在吸引力、成瘾和健康影响方面的改良用途，以确定那些 遵守FDA法规和通信。接下来我们将对这些进行深入分析 使用机器学习和详细的人类编码相结合的选择行为， YouTube视频了解：1）被修改的组件（例如，电池，墨盒/豆荚，电子液体），2） 修改的动机（例如，增强用户体验，减少感知伤害），3）营销来源 (e.g.,在线商店，支持电子烟的组织），以及4）吸引力（喜欢的数量，观看次数）。我们还将使用 对青少年和年轻成人电子烟使用者（N=1000）进行在线调查，以检查电子烟的流行率，吸引力， 与这些修改的用途及其预测因素相关的动机、风险感知和营销暴露（即， 人口统计学变量，上个月电子烟使用频率，电子烟依赖，其他 烟草/药物使用、人际和个人内部风险因素）。这项研究的结果将提供 FDA有新的证据：1）制定法规禁止制造和销售电子烟 可以由年轻人修改的组件，2）限制年轻人在社交媒体上进行电子烟营销 媒体，如YouTube，和3）发展预防运动，教育青少年的危害修改 电子烟

PROJECT SUMMARY E-cigarette use among U.S. youth is a significant public health problem. Understanding youth appeal of e- cigarettes and marketing strategies targeting youth is critical to inform the U.S. Food and Drug Administration (FDA)’s goal to prevent youth e-cigarette use. A significant youth appeal is the ability to modify e-cigarettes or to “hack” the devices or e-liquid constituents for unintended purposes (e.g., using at higher temperatures or for a longer period of time, adding their own e-liquids made with nicotine or THC oil). However, it is largely unknown how youth modify e-cigarette devices or their components, their perceptions of these behaviors, and marketing strategies used to endorse these behaviors. YouTube, a popular social media, can be examined to understand modified uses of e-cigarettes and marketing associated with these behaviors. The overall goal of this study is to understand ways in which youth modify e-cigarettes, their motivations for doing so, and marketing sources, using YouTube analysis, survey methodology, and expert evaluation. We will identify modified uses of e-cigarettes and marketing using fictitious youth YouTube viewer profiles to search for e-cigarettes using a browser plug-in and custom scripted web-crawling and then machine learning to automatically code the videos to identify e-cigarette modifications and marketing source. Our Advisory Committee (AC) of subject matter experts in tobacco regulatory science, social media, youth tobacco use, toxicology, communications, and tobacco marketing will apply their knowledge to assess the potential impact of these identified modified uses on appeal, addiction, and health effects of e-cigarettes to identify those which are amenable to FDA regulations and communications. We will then conduct an in-depth analysis of these selected behaviors using a combination of machine learning and detailed human coding on youth-accessible YouTube videos to understand: 1) components that are modified (e.g., batteries, cartridges/pods, e-liquids), 2) motivations for modification (e.g., enhance user experience, reduce perceived harm), 3) marketing sources (e.g., online shops, pro-e-cigarette organizations), and 4) appeal (number of likes, views). We will also use an online survey with adolescent and young adult e-cigarette users (N=1000) to examine the prevalence, appeal, motivations, risk perceptions, and marketing exposure related to these modified uses and their predictors (i.e., demographic variables, past-month e-cigarette use frequency, e-cigarette dependence, other tobacco/substance use, interpersonal and intrapersonal risk factors). The results of this study will provide the FDA with novel evidence to 1) develop regulations to prohibit the manufacturing and marketing of e-cigarette components that can be modified by youth, 2) restrict youth-accessible marketing of e-cigarettes on social media such as YouTube, and 3) develop prevention campaigns to educate youth about the harms of modifying e-cigarettes.