Effects of Social Media Messages and Marketing on Tobacco Transitions



This project, known as TCORS Project 1, incorporates two complementary studies to determine how pro-tobacco marketing and messages about e-cigarettes on social media will influence e-cigarette susceptibility, experimentation, and transitions in tobacco use among adolescents (under age 18) and young adults (ages 18-29). Results can guide FDA regulations affecting marketing on social media that may have differential effects on non-users and users, and FDA’s evaluation of the potential risk of messages outlined in new product marketing applications.

Project Aims:

Aim 1: To analyze continuously collected social media posts that include e-cigarette and other tobacco product-related keywords to determine trends in product marketing and conversations about e-cigarette products and their diverse product characteristics.

Aim 2: To determine whether participation (e.g., posting, liking, sharing) in e-cigarette-related social media, especially posts that contain youth-oriented themes, is associated with tobacco product susceptibility and use among youth and young adults.

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Examining Risk Beliefs and IQOS Use Among Adults

Examining Risk Beliefs and IQOS Use Among Adults

To assess the effect of provision of IQOS, evaluate shifts in product perceptions and examine the acute changes via EMA/mobile spirometry in pulmonary functioning upon switching from combustible cigarettes to IQOS.