E-cigarette Social Media Marketing and Its Perceptions by Youth
For patients and families
In plain language
An automatic summary of structured registry data. It is an orientation aid, not a substitute for the official protocol or a physician assessment.
- What is being studied
- The protocol lists: Exposure to Influencer Age and Context Variations in E-Cigarette Marketing.
- Who it may be relevant to
- Registry conditions: Vaping. Basic parameters: 14 years — 17 years · All.
- What needs checking
- Age, condition and sex are only basic indicators. Prior treatment, laboratory values and other mandatory requirements appear in the eligibility criteria below.
- Where it takes place
- United States
- Next step
- Save the trial, show it to the treating physician, and confirm current recruitment with the study center. Costs, documents and travel →
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Official title
Evolution of Influencer-driven E-cigarette Marketing on Social Media and Its Effect on E-cigarette Perceptions and Use Patterns Among Adolescents
Overview
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.
Detailed description
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.
Interventions
- Other Exposure to Influencer Age and Context Variations in E-Cigarette Marketing
Exposure to promotional e-cigarette videos where influencers' age appearance (manipulated via an AI-based age filter) and the situational context alongside e-cigarette promotion (manipulated by background settings) are systematically varied. The videos will be embedded within an online survey platform, immediately preceding the outcome assessment.
Primary outcome measures
- Harm Perceptions of e-cigarettes [Time frame: Assessed 10 times immediately after each of the 10 videos during the 15-minute-long survey-based experiment]
- Perceived appeal of e-cigarettes [Time frame: Assessed 10 times immediately after each of the 10 videos during the 15-minute-long survey-based experiment]
- Susceptibility to e-cigarette use [Time frame: Assessed 10 times immediately after each of the 10 videos during the 15-minute-long survey-based experiment]
- Perceived influencer credibility [Time frame: Assessed 10 times immediately after each of the 10 videos during the 15-minute-long survey-based experiment]
Eligibility criteria
Inclusion criteria
- 14-17 years of age,
- English fluency,
Exclusion criteria
Not meeting the following criteria:
- 14-17 years of age,
- English fluency,
Criteria are shown verbatim from the registry (in English). Final eligibility is always assessed by the study center.
Healthy volunteers: No
Study design
- Allocation
- Randomized
- Model
- Factorial
- Masking
- Open label
- Primary purpose
- Other
Study locations
United States · 1 center
- University of Southern California — Los Angeles
Identifiers
NCT: NCT07694739 · 1R01CA300653-01A1