Project 4

项目总结：P4 P4：社交媒体对不可燃产品使用的参与度和易感性的影响(Co- 领导者，昂格尔/阿莱姆) P4决定了社交媒体对ONPs和具有不同特征的电子烟的描述是如何参与的 公众和有影响力的年轻人在AYA经常访问的现代平台(如TikTok)上使用易感性。至 要做到这一点，P4将：a)收集描述ONPs和电子烟的公开社交媒体帖子，并 进行深入的内容分析，以检查具有特定功能的帖子(例如，口味、社交媒体上的帖子 影响者)获得更多点赞和分享；b)测试接触社交媒体帖子描述电子邮件的效果 不同口味和设计的香烟和ONPs对青少年的易感性。目标1是分析来自 TikTok、Instagram、Twitter和新兴社交媒体平台，以检查ONP和电子烟 在现代社交媒体上被描绘，并被公众参与。使用多方法策略，我们将编写代码 根据提到的产品类型、口味、秘密使用和其他潜在用途发布社交媒体帖子 吸引年轻人的特点。假设(H)1：发布引用名称不明确的概念口味的帖子 (例如，日落、熔岩)；隐蔽性和隐蔽使用；健康益处；缺乏警告标签；便利性； 戒烟；使用社交媒体有影响力的人；和/或使用看起来年轻的模特 与没有这些特征的帖子相比，参与度更高(例如，赞、分享、转发)。 目标2是确定是否接触到来自目标1的描述概念口味的电子邮件的社交媒体内容 香烟和ONPs会影响青少年的使用易感性。我们将招收高中生(每年1,500人)进入 实验。使用数字平板电脑，年轻人查看社交媒体上提到电子烟和ONPs的帖子，这些帖子 以下特征：1)味道(含糊的概念味道[例如，日落]与明确的特征味道 [例如，草莓]与没有提到味道的帖子)；2)提到隐蔽性和隐蔽使用(是/否)。邮寄- 使用贴子中描述的产品的暴露、自我报告的感知和易感性将是 量过了。H2 A：在被分配观看的年轻人中，使用ONP或电子烟的敏感度将更高 社交媒体上的帖子带有概念或特征，味道和/或提到了秘密使用。H_2B：与 易被使用的社交媒体帖子特征将受到产品认知的影响。含意 对于规则：如果帖子带有概念风味描述符，则会增加对秘密使用或其他功能的引用 对使用ONPs或电子烟的参与度和易感性，接触到现代互联网上新上市的产品 社交媒体平台可以促进Aya的使用。我们将向FDA提供证据，为营销提供信息 对公司可以在推广社交媒体中使用的术语、模型和整体内容的限制。 科学领域：行为与营销。

PROJECT SUMMARY: P4 P4: Social Media Influences on Engagement and Susceptibility to Non-Combustible Product Use (Co- leaders, Unger/Allem) P4 determines how social media depictions of ONPs and e-cigarettes with varying features are engaged with by the public and influence youth use susceptibility on modern platforms frequented by AYAs (e.g., Tiktok) . To accomplish this, P4 will: a) collect publicly-available social media posts depicting ONPs and e-cigarettes and conduct deep content analysis to examine if posts with certain features (e.g., flavors, post from social media ‘influencer’) receive more likes and shares; b) to test effects of exposure to social media posts depicting e- cigarette and ONPs in varying flavors and designs on youth susceptibility. Aim 1 is to analyze video posts from TikTok, Instagram, Twitter, and emerging social media platforms to examine how ONPs and e-cigarettes are portrayed on modern social media and engaged with by the public. Using a multi-method strategy, we will code social media postings according to the types of products mentioned, flavors, stealth use, and other potentially youth-appealing characteristics. Hypothesis (H)1: Posts that reference concept flavors with ambiguous names (e.g., sunset, lava); concealability and stealth use; health benefits; lack of warning labels; convenience; combustible cigarette cessation; use social media influencers; and/or use young-looking models will receive greater degrees of engagement (e.g., likes, shares, retweets) compared to posts without these characteristics. Aim 2 is to determine whether exposure to social media content from Aim 1 depicting concept-flavored e- cigarettes and ONPs affect youth use susceptibility. We will recruit high school students (n=1,500 per year) into experiments. Using digital tablets, youth view social media posts mentioning e-cigarettes and ONPs that vary on the following characteristics: 1) flavor (ambiguous concept flavor [e.g., sunset] vs. explicit characterizing flavor [e.g., strawberry] vs. posts without flavor mentions); 2) mentions of concealability and stealth use (yes/no). Post- exposure self-reported perceptions and susceptibility to using the product depicted in the posting will be measured. H2a: Susceptibility to using the ONP or e-cigarettes will be higher among youth assigned to view social media posts with concept or characterizing flavors and/or references to stealth use. H2b: The relation of social media post characteristics with susceptibility to use will be mediated by product perceptions. Implications for regulation: If posts with concept flavor descriptors, references to stealth use, or other features increase engagement and susceptibility to using ONPs or e-cigarettes, exposure to newly-marketed products on modern social media platforms could promote AYA use. We will provide the FDA with evidence to inform marketing restrictions on the terminology, models, and overall content that companies can use in promotional social media. Scientific Areas: Behavior and Marketing.