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

描述（由申请人提供）：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，如果吸烟率不受控制，到2050年，拉丁裔吸烟者将从700万增加到1600多万。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的有效性证据越来越多。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美洲人有效，通过什么机制，以什么代价。然而，为了使这项研究成为可能，首先有必要确定理论驱动的招募策略，这些策略在接触在线拉丁裔吸烟者方面具有成本效益。这项混合方法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。在项目的定性阶段，专家的意见和拉丁裔吸烟者的消费者测试将指导四个在线横幅广告的开发。广告将跨文化定位（表层vs深层），信息框架（增益vs损失框架），以确定最佳的传播策略。该项目的定量阶段将使用4x4拉丁广场设计，通过四个结果指标来测试在线广告的有效性：1)广告的绝对点击率，2)戒烟网站的点击率，3)戒烟网站的拉丁裔注册人数，以及4)每个注册者的成本。经过测试的假设是，深度目标广告将优于表面目标广告，保持不变的信息框架，而获得框架的信息将优于失去框架的信息，保持不变的文化目标。我们还将探讨信息框架和文化目标之间的潜在互动，以及广告投放的成本效率。本研究的数据将在未来的R01中使用，以招募拉丁美洲人加入基于网络的戒烟计划，以测试这种戒烟方式的范围和有效性。该项目将通过测试与信息框架和文化目标相关的特定理论来推进传播科学。该项目还将增加传播科学的知识，并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，帮助加强科学的传播。这项研究的结果将为如何接触和招募其他种族/少数民族群体进行基于网络的试验提供一个可移植的模型。公共卫生相关性：互联网戒烟计划在减少数百万在线拉丁裔吸烟者的吸烟率和癌症差异方面具有巨大潜力。实现这一潜力的第一步是开发有效的方法来招募拉丁美洲人加入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.