Evolution of Influencer-driven E-cigarette Marketing on Social Media and Its Effect on E-cigarette Perceptions and Use Patterns Among Adolescents
试验速览
- 阶段
- 不适用
- 状态
- 尚未招募
- 入组人数
- 6,000
- 试验地点
- 1
- 主要终点
- Harm Perceptions of e-cigarettes
研究概览
简要总结
The proposed study will conduct two randomized between-subject experiments among 6,000 adolescents (per each experiment) recruited nationwide to test the effects of audio-visual features of e-cigarette influencer marketing on perceptions of influencer credibility, e-cigarette harm perceptions, appeal, and susceptibility to e-cigarette use. This protocol represent the first experiment.
详细描述
We will estimate the effects of visual features often used in e-cigarette influencer marketing on social media on perceptions of influencer credibility, harm perceptions, appeal and susceptibility to e-cigarette use among adolescents. We will assess interaction of the perceived age of influencers (young-looking vs older-looking) with the following features of influencer marketing, using two survey-based experiments: Experiment 1 will assess the effects of theme or social context appeal, i.e., use of generally positively perceived lifestyle contexts (e.g., healthy lifestyle, entertainment) alongside e-cigarette marketing.
研究设计
- 研究类型
- Interventional
- 分配方式
- Randomized
- 干预模型
- Factorial
- 主要目的
- Other
- 盲法
- None
入排标准
- 年龄范围
- 14 Years 至 17 Years（Child）
- 性别
- All
- 接受健康志愿者
- 否
入选标准
- •14-17 years of age,
- •English fluency,
排除标准
- •Not meeting the following criteria:
- •14-17 years of age,
- •English fluency,
研究组 & 干预措施
Experimental: Videos featuring young influencers promoting e-cigarettes alongside fashion
干预措施: Exposure to Influencer Age and Context Variations in E-Cigarette Marketing (Other)
Experimental: Videos featuring older influencers promoting e-cigarettes alone
干预措施: Exposure to Influencer Age and Context Variations in E-Cigarette Marketing (Other)
Experimental: Videos featuring older influencers promoting e-cigarettes alongside fitness
干预措施: Exposure to Influencer Age and Context Variations in E-Cigarette Marketing (Other)
Experimental: Videos featuring two neutral profiles of older influencers
干预措施: Exposure to Influencer Age and Context Variations in E-Cigarette Marketing (Other)
Experimental: Videos featuring older influencers promoting e-cigarettes alongside fashion
干预措施: Exposure to Influencer Age and Context Variations in E-Cigarette Marketing (Other)
Experimental: Videos featuring older influencers promoting e-cigarettes alongside avatar
干预措施: Exposure to Influencer Age and Context Variations in E-Cigarette Marketing (Other)
Experimental: Videos featuring young influencers promoting e-cigarettes alone
干预措施: Exposure to Influencer Age and Context Variations in E-Cigarette Marketing (Other)
Experimental: Videos featuring two neutral profiles of younger influencers
干预措施: Exposure to Influencer Age and Context Variations in E-Cigarette Marketing (Other)
Experimental: Videos featuring older influencers promoting e-cigarettes alongside entertainment
干预措施: Exposure to Influencer Age and Context Variations in E-Cigarette Marketing (Other)
Experimental: Videos featuring young influencers promoting e-cigarettes alongside fitness
干预措施: Exposure to Influencer Age and Context Variations in E-Cigarette Marketing (Other)
Experimental: Videos featuring young influencers promoting e-cigarettes alongside entertainment
干预措施: Exposure to Influencer Age and Context Variations in E-Cigarette Marketing (Other)
Experimental: Videos featuring young influencers promoting e-cigarettes alongside avatar
干预措施: Exposure to Influencer Age and Context Variations in E-Cigarette Marketing (Other)
结局指标
主要结局
Harm Perceptions of e-cigarettes
时间窗: Assessed 10 times immediately after each of the 10 videos during the 15-minute-long survey-based experiment
Responses to one question adapted from PATH, "Based on the videos you just watched, do you think using e-cigarettes for vaping nicotine is harmful to your health?" The outcome was assessed on the 5-point ordinal scale with the following response choices: Not at all harmful, slightly harmful, somewhat harmful, very harmful, extremely harmful.
Perceived appeal of e-cigarettes
时间窗: Assessed 10 times immediately after each of the 10 videos during the 15-minute-long survey-based experiment
Responses to the following questions: using e-cigarette is: not cool/cool, unattractive/attractive were assessed on the 7-point semantic differential scale with the word pairs anchored at each end. The scale was adapted from prior research. The items were combined (by summing all the non-missing values of the items) into one variable (α=0.94).
Susceptibility to e-cigarette use
时间窗: Assessed 10 times immediately after each of the 10 videos during the 15-minute-long survey-based experiment
Susceptibility to e-cigarette use was measured (among never-users of e-cigarettes), using the validated three-item scale (indicating peer influence, intention, and curiosity about e-cigarette use) adapted from PATH, and combined into one variable (α=0.93). Consistent with prior research, the measure was dichotomized with responses "definitely not" to all items being coded as "not susceptible" and responses "probably not," "probably yes", or "definitely yes" being coded as "susceptible.
Perceived influencer credibility
时间窗: Assessed 10 times immediately after each of the 10 videos during the 15-minute-long survey-based experiment
Perceived influencer credibility (i.e., honesty, trustworthiness, knowledge) were assessed using a 0 (e.g., dishonest) -100 (e.g., honest) scale that has been validated in prior research.
次要结局
未报告次要终点
研究者
Jennifer Unger
Professor
University of Southern California