The Effect of Social Media Influencer Marketing on E-cigarette Perceptions and Use by Adolescents.
概览
- 阶段
- 不适用
- 状态
- 已完成
- 入组人数
- 700
- 试验地点
- 1
- 主要终点
- Harm Perceptions of e-cigarettes
概览
简要总结
Adolescents (N = 700) participated in the online survey-based randomized experiment focused on understanding youth perceptions of e-cigarette influencer marketing on social media. Specifically, the study assessed how age appearance of social media influencers, fitness-related contextual framing of e-cigarette content, and perceived influencer credibility jointly shape adolescent harm perceptions, appeal, and susceptibility to e-cigarette use. Participants were randomly shown 6 videos, featuring younger- or older-looking influencers promoting e-cigarettes in the following experimental conditions: 1) younger-looking influencers promoting e-cigarettes alongside fitness-oriented activities (condition 1); 2) older-looking influencers promoting e-cigarettes alongside fitness-oriented activities (condition 2); 3) younger-looking influencers promoting e-cigarettes without any fitness-oriented content; and 4) older-looking influencers promoting e-cigarettes without any fitness-oriented content (control). After watching each video, participants rated perceptions of influencer credibility (i.e., honesty, trustworthiness, knowledge) on the scale of 0 (e.g., dishonest) to 100 (honest). Among all participants, harm perceptions and appeal of e-cigarettes was also assessed. Susceptibility to use e-cigarettes was assessed among never users of e-cigarettes.
详细描述
Adolescents (14-17 years of age) living in California were recruited by Qualtrics marketing research panel to participate in a survey on tobacco-related attitudes and behaviors. Qualtrics, a research panel agency, has been used in prior research to survey adolescents about their tobacco-related attitudes and behaviors. Participants were provided with a survey URL link. After completing informed consent, participants completed the survey online. The study was approved by the University of Southern California Institutional Review Board (UP-CG-24-00013). Respondents were randomly assigned to watch six 10-second long Instagram and/or TikTok videos in four experimental conditions: 1) younger-looking influencers promoting e-cigarettes alongside fitness-oriented activities (condition 1); 2) older-looking influencers promoting e-cigarettes alongside fitness-oriented activities (condition 2); 3) younger-looking influencers promoting e-cigarettes without any fitness-oriented content; and 4) older-looking influencers promoting e-cigarettes without any fitness-oriented content (control).
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,
- •Current California resident.
排除标准
- •Not meeting the following criteria:
- •14-17 years of age,
- •English fluency,
- •Current California resident.
研究组 & 干预措施
Videos featuring young influencers promoting e-cigarettes alongside fitness-related activities
a 10 second video clip
干预措施: Youth Perceptions of Influencer Age and Fitness Contexts in E-Cigarette Marketing (Other)
Videos featuring older influencers promoting e-cigarettes alongside fitness-related activities
a 10 second video clip
干预措施: Youth Perceptions of Influencer Age and Fitness Contexts in E-Cigarette Marketing (Other)
Videos featuring young influencers promoting e-cigarettes without fitness-related activities
a 10 second video clip
干预措施: Youth Perceptions of Influencer Age and Fitness Contexts in E-Cigarette Marketing (Other)
Videos featuring older influencers promoting e-cigarettes without fitness-related activities
a 10 second video clip
干预措施: Youth Perceptions of Influencer Age and Fitness Contexts in E-Cigarette Marketing (Other)
结局指标
主要结局
Harm Perceptions of e-cigarettes
时间窗: assessed six times immediately after each of the six 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 six times immediately after each of the six videos during the 15-minute-long survey-based experiment
Description: 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 six times immediately after each of the six 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 six times immediately after each of the six 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