E-cigarette Social Media Marketing and Its Perceptions by Youth
Evolution of Influencer-driven E-cigarette Marketing on Social Media and Its Effect on E-cigarette Perceptions and Use Patterns Among Adolescents
University of Southern California
6,000 participants
Jul 1, 2025
INTERVENTIONAL
Conditions
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.
Eligibility
Inclusion Criteria2
- -17 years of age,
- English fluency,
Exclusion Criteria3
- Not meeting the following criteria:
- -17 years of age,
- English fluency,
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Interventions
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)
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NCT07694739