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E-cigarette Social Media Marketing and Its Perceptions by Youth
Sponsor: University of Southern California
Summary
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.
Official title: Evolution of Influencer-driven E-cigarette Marketing on Social Media and Its Effect on E-cigarette Perceptions and Use Patterns Among Adolescents
Key Details
Gender
All
Age Range
14 Years - 17 Years
Study Type
INTERVENTIONAL
Enrollment
6000
Start Date
2027-01-01
Completion Date
2030-12-30
Last Updated
2026-07-20
Healthy Volunteers
No
Conditions
Interventions
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.
Locations (1)
University of Southern California
Los Angeles, California, United States