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Assessing the Effects of Smokeless Tobacco Influencer Marketing in the Rapidly Changing Media Environment

Principal Investigator(s): Ganna Kostygina
    
Funding Mechanism: Intra-Departmental Delegation of Authority

ID number: 1R01CA234082-01A1

Award Date: September 18, 2019

Institution: National Opinion Research Center


Social media marketing remains an understudied area in tobacco control, particularly related to smokeless tobacco. The goal of this project is to examine the effects of exposure to smokeless tobacco-related social media content. Study aims are: (1) to conduct a content analysis to identify and characterize social media messages related to smokeless tobacco by source and major themes (e.g., new user targeting, health risks, flavors); (2) to assess the impact of social media content exposure on smokeless tobacco use, attitudes, harm perceptions, perceived prevalence of use, initiation, and use intentions) using data from the Truth Longitudinal Cohort Survey on Tobacco-Related Attitudes, Beliefs and Behavior (13,892 youth and young adults aged 15-21 at baseline [April 2014]); and (3) to study whether/to what extent tobacco control policies moderate the relationship between exposure to smokeless tobacco-related social media content and smokeless tobacco use. Investigators will apply various research and analytic methods to a unique combination of data sets, including social media data from Twitter, Instagram and Facebook and survey data on tobacco-related outcomes. Findings will provide policy-relevant scientific evidence on the impact of social media marketing of smokeless tobacco products. 
 

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