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The Effects of Branded and Influencer Social Media Promotion of Flavored Tobacco Products (FTP) on FTP Use Among Youth and Young Adults

Principal Investigator: Sherry Emery and Ganna Kostygina
Funding Mechanism: National Institutes of Health - Grant
ID Number: 1R01DA051000-01A1
Award Date: 4/28/2021
Institution: National Opinion Research Center


This study will examine the impact of exposure to social media marketing of flavored tobacco products (FTPs). Study aims are: (1) to identify and characterize social media message content related to FTPs by source (e.g., brand, influencer/community, regular consumer) and major themes (e.g., new-user targeting, health risks, flavor-type); (2) to examine the impact of exposure to commercial and influencer FTP content on product sales and on youth and young adult awareness, risk perceptions, intentions to use, initiation, and patterns of use of FTP products; and (3) to study whether/to what extent FTP regulatory policies modify the impact of exposure to social media content on FTP product sales and youth and young adult awareness, risk perceptions, intentions to use, initiation, and patterns of use of FTP products. These aims will be accomplished by analyzing social media data from Twitter and Instagram; individual-level data on exposure to tobacco marketing, tobacco attitudes, and tobacco use from the Population Assessment of Tobacco and Health (PATH) Study; FTP sales volume data from Nielsen store scanner data; and state/local FTP policy data collected by the National Opinion Research Center. Findings from this study may inform future regulatory activities related to social media marketing of FTPs. 
 

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