Hussman School of Journalism and Media, University of North Carolina at Chapel Hill, Chapel Hill, North Carolina; Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, Chapel Hill, North Carolina.
J Adolesc Health. 2021 Jan;68(1):130-137. doi: 10.1016/j.jadohealth.2020.05.030. Epub 2020 Jul 9.
E-cigarette use is increasing among adolescents, despite potential harms. Social media messages are a promising way to educate youth about e-cigarettes, yet little is known about what message topics and formats will have beneficial impacts for message reception, reach, e-cigarette knowledge, and beliefs about harms.
A national convenience sample of adolescents (n = 928, aged 15-18 years) in high school was recruited for an online experiment. In October 2019, participants were randomized to view one of three social media formats (visual based, quiz, and text only) or a no-message control. Participants in format conditions viewed six unique topics in a random order. Outcomes were e-cigarette knowledge and beliefs. Message reactions and sharing preferences were also assessed among youth who saw social media messages.
Social media messages led to greater knowledge (Cohen's f = .19; p < .001) and beliefs (f = .16; p < .001) about harms of e-cigarettes compared with the control, regardless of format. Almost four in five adolescents (79%) reported they would share the social media messages, most likely in person (49%) and with friends (52%). Message topics for missing out because of lung damage, having uncontrolled moods, and ingesting specific harmful chemicals elicited higher intended message reactions.
Social media messages can educate about e-cigarette harms. Social media campaigns are a promising e-cigarette education strategy to reach youth, directly and potentially through peer-to-peer sharing.
尽管电子烟有潜在危害，但青少年使用电子烟的人数仍在增加。社交媒体信息是向青少年宣传电子烟的一种有前途的方式，但对于哪些信息主题和格式将对信息接收、覆盖面、电子烟知识以及对危害的认识产生有益影响，知之甚少。
我们招募了一个全国性的高中生便利样本（n=928，年龄在 15-18 岁之间）进行在线实验。在 2019 年 10 月，参与者被随机分配到三种社交媒体格式（基于视觉的、测验和纯文本）或无信息控制组之一。格式条件下的参与者以随机顺序查看了六个独特的主题。结果是电子烟知识和信念。在看到社交媒体信息的青少年中，还评估了信息反应和分享偏好。
与对照组相比，社交媒体信息导致对电子烟危害的认识（Cohen's f=0.19；p<0.001）和信念（f=0.16；p<0.001）提高，无论格式如何。近五分之四的青少年（79%）表示他们会分享社交媒体信息，最有可能是面对面（49%）和与朋友（52%）。由于肺部损伤、情绪失控和摄入特定有害化学物质而错过的信息主题引发了更高的预期信息反应。
社交媒体信息可以教育人们了解电子烟的危害。社交媒体活动是向青少年宣传电子烟的一种有前途的策略，可以直接通过同伴分享来实现。
