E-cigarette Social Media Marketing and Youth Perceptions
This study is looking at how social media marketing for e-cigarettes affects young people. Researchers want to understand how different ways of presenting e-cigarettes online, like using influencers who look younger or older, and showing e-cigarettes in different situations (like with healthy lifestyles or entertainment), change how teenagers view e-cigarettes. Specifically, they will look at how these marketing techniques influence whether teenagers think e-cigarettes are harmful, how appealing they find them, and if they might be more likely to try them. This study is for young people aged 14 to 17 who speak English. The study aims to enroll 6,000 participants and is currently unclear if it's recruiting.
- Study design
- This is an interventional study involving 6,000 participants. It uses a survey-based experiment where participants are exposed to different e-cigarette marketing videos.
- What's involved
- You would watch 10 e-cigarette videos during a 15-minute survey. After each video, you would answer questions about your perceptions of e-cigarettes.
- Compensation
- Not stated in the trial record.
- Follow-up
- Your perceptions will be assessed immediately after each of the 10 videos during the 15-minute survey. There is no mention of follow-up after the survey.
AI-generated from the public study record. Only the study team can confirm whether you're eligible — confirm details with them before making decisions.
E-cigarette Social Media Marketing and Its Perceptions by Youth
At a glance
Conditions
Where it's being run
1 sites across 1 statesStudy leadership
- Jennifer B Unger, PhD · PRINCIPAL_INVESTIGATOR · University of Southern California
Who to contact
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Do you actually qualify for this trial?
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Inclusion
Exclusion
What this trial measures
- Harm Perceptions of e-cigarettesAssessed 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-cigarettesAssessed 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 useAssessed 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 credibilityAssessed 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.