IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v20y2023i11p6054-d1164192.html
   My bibliography  Save this article

Characteristics Associated with Young Adults’ Intentions to Engage with Anti-Vaping Instagram Posts

Author

Listed:
  • Jessica Liu

    (Department of Social and Behavioral Sciences, Harvard T.H. Chan School of Public Health, Boston, MA 02115, USA)

  • Donghee N. Lee

    (Department of Population and Quantitative Health Sciences, Division of Preventive and Behavioral Medicine, University of Massachusetts Chan Medical School, Worcester, MA 01655, USA)

  • Elise M. Stevens

    (Department of Population and Quantitative Health Sciences, Division of Preventive and Behavioral Medicine, University of Massachusetts Chan Medical School, Worcester, MA 01655, USA)

Abstract

The purpose of this study was to identify behavioral and sociodemographic factors associated with intentions to engage with anti-vaping Instagram posts among a young adult population. This study proposes the following research questions: (1) Does e-cigarette use status influence intentions to engage with anti-vaping Instagram posts?, and (2) How are e-cigarette use and social media use associated? We recruited a convenience sample of young adults (N = 459; aged 18–30 years) in July of 2022 into an online experimental study from Prolific. Participants saw five image-based Instagram posts about the health harms of using e-cigarettes. Participants were then asked about their intentions to engage (“Comment on”, “Reshare”, “DM/Send this to a friend”, “Like”, and/or “Take a screenshot of”) with the posts. We used logistic regression to run adjusted models for each engagement outcome, which included fixed effects for sociodemographics, tobacco use, and social media/internet use. For the sum of the engagement outcome, we used Poisson regression. Total number of social media sites used was associated with intentions to “Like” the posts ( p = 0.025) and the overall engagement score ( p = 0.019), respectively. Daily internet use was associated with intentions to “Comment on” ( p = 0.016) and “Like” ( p = 0.019) the posts. Young adults who reported past 30-day e-cigarette use had higher odds of using Twitter ( p = 0.013) and TikTok ( p < 0.001), and a higher total number of social media sites used ( p = 0.046), compared to young adults who reported never use e-cigarettes. The initial evidence from our exploratory research using a convenience sample suggests that social media campaigns about the harms of e-cigarette use may be an effective way to engage younger audiences, a generation that frequents social media. Efforts to disseminate social media campaigns should consider launching on multiple platforms, such as Twitter and TikTok, and consider e-cigarette use status when posting.

Suggested Citation

  • Jessica Liu & Donghee N. Lee & Elise M. Stevens, 2023. "Characteristics Associated with Young Adults’ Intentions to Engage with Anti-Vaping Instagram Posts," IJERPH, MDPI, vol. 20(11), pages 1-13, June.
    • Handle: RePEc:gam:jijerp:v:20:y:2023:i:11:p:6054-:d:1164192
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/20/11/6054/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/20/11/6054/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Karina Polanco-Levicán & Sonia Salvo-Garrido, 2022. "Understanding Social Media Literacy: A Systematic Review of the Concept and Its Competences," IJERPH, MDPI, vol. 19(14), pages 1-16, July.
    2. Jan Tempel & Aliya Noormohamed & Robert Schwartz & Cameron Norman & Muhannad Malas & Laurie Zawertailo, 2016. "Vape, quit, tweet? Electronic cigarettes and smoking cessation on Twitter," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 61(2), pages 249-256, March.
    3. Donna Vallone & Marisa Greenberg & Haijun Xiao & Morgane Bennett & Jennifer Cantrell & Jessica Rath & Elizabeth Hair, 2017. "The Effect of Branding to Promote Healthy Behavior: Reducing Tobacco Use among Youth and Young Adults," IJERPH, MDPI, vol. 14(12), pages 1-13, December.
    4. Diane Levin-Zamir & Isabella Bertschi, 2018. "Media Health Literacy, eHealth Literacy, and the Role of the Social Environment in Context," IJERPH, MDPI, vol. 15(8), pages 1-12, August.
    5. Mariapina Trunfio & Simona Rossi, 2021. "Conceptualising and measuring social media engagement: A systematic literature review," Italian Journal of Marketing, Springer, vol. 2021(3), pages 267-292, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Claire Adams Spears & Dina M. Jones & Scott R. Weaver & Terry F. Pechacek & Michael P. Eriksen, 2016. "Use of Electronic Nicotine Delivery Systems among Adults with Mental Health Conditions, 2015," IJERPH, MDPI, vol. 14(1), pages 1-14, December.
    2. Carnazza, Giovanni & Liberati, Paolo & Resce, Giuliano & Molinaro, Sabrina, 2021. "Smoking and income distribution: Inequalities in new and old products," Health Policy, Elsevier, vol. 125(2), pages 261-268.
    3. Don Nutbeam & Diane Levin-Zamir & Gill Rowlands, 2018. "Health Literacy in Context," IJERPH, MDPI, vol. 15(12), pages 1-3, November.
    4. Shelleka Gupta & Vinay Chauhan, 2023. "Understanding the Role of Social Networking Sites in Political Marketing," Jindal Journal of Business Research, , vol. 12(1), pages 58-72, June.
    5. Siti Nur Hidayah Abd-Rahim & Mohamed-Syarif Mohamed-Yassin & Suraya Abdul-Razak & Mohamad Rodi Isa & Noorhida Baharudin, 2021. "The Prevalence of Limited Health Literacy and Its Associated Factors among Elderly Patients Attending an Urban Academic Primary Care Clinic in Malaysia," IJERPH, MDPI, vol. 18(17), pages 1-15, August.
    6. Elizabeth C. Hair & David R. Holtgrave & Alexa R. Romberg & Morgane Bennett & Jessica M. Rath & Megan C. Diaz & Donna M. Vallone, 2019. "Cost-Effectiveness of Using Mass Media to Prevent Tobacco Use among Youth and Young Adults: The FinishIt Campaign," IJERPH, MDPI, vol. 16(22), pages 1-9, November.
    7. Bertin Martens & Luis Aguiar & Estrella Gomez Herrera & Frank Muller, 2018. "The digital transformation of news media and the rise of disinformation and fake news," JRC Working Papers on Digital Economy 2018-02, Joint Research Centre.
    8. Zheng-An Lu & Le Shi & Jian-Yu Que & Yong-Bo Zheng & Qian-Wen Wang & Wei-Jian Liu & Yue-Tong Huang & Xiao-Xing Liu & Kai Yuan & Wei Yan & Jie Shi & Yan-Ping Bao & Lin Lu, 2022. "Accessibility to Digital Mental Health Services among the General Public throughout COVID-19: Trajectories, Influencing Factors and Association with Long-Term Mental Health Symptoms," IJERPH, MDPI, vol. 19(6), pages 1-20, March.
    9. Qiong Dang & Shixian Li, 2022. "Exploring Public Discussions Regarding COVID-19 Vaccinations on Microblogs in China: Findings from Machine Learning Algorithms," IJERPH, MDPI, vol. 19(20), pages 1-16, October.
    10. Jenny L Hatchard & Joao Quariguasi Frota Neto & Christos Vasilakis & Karen A Evans-Reeves, 2019. "Tweeting about public health policy: Social media response to the UK Government’s announcement of a Parliamentary vote on draft standardised packaging regulations," PLOS ONE, Public Library of Science, vol. 14(2), pages 1-16, February.
    11. Brian W. Weir & Jennifer Cantrell & David R. Holtgrave & Marisa S. Greenberg & Ryan D. Kennedy & Jessica M. Rath & Elizabeth C. Hair & Donna Vallone, 2018. "Cost and Threshold Analysis of the FinishIt Campaign to Prevent Youth Smoking in the United States," IJERPH, MDPI, vol. 15(8), pages 1-7, August.
    12. Hongying Dai & Michael J. Deem & Jianqiang Hao, 2017. "Geographic variations in electronic cigarette advertisements on Twitter in the United States," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 62(4), pages 479-487, May.
    13. Ya Gao & Chen Chen & Hong Hui & Mingyue Chen & Ning Chen & Hong Chen & Weiming Zeng & Yan Wei & Zhaoxin Wang & Jianwei Shi, 2022. "Improving Health Literacy: Analysis of the Relationship between Residents’ Usage of Information Channels and Health Literacy in Shanghai, China," IJERPH, MDPI, vol. 19(10), pages 1-11, May.
    14. Ha, Seungyeon & Kim, Seongcheol, 2023. "Developing a digital platform literacy framework," 32nd European Regional ITS Conference, Madrid 2023: Realising the digital decade in the European Union – Easier said than done? 277969, International Telecommunications Society (ITS).
    15. Margaret Gallagher & Caitlin O’Leary & Aimee McGreal-Ballone & Richard Duffy, 2023. "The portrayal of mental health in Irish mainstream news media," International Journal of Social Psychiatry, , vol. 69(2), pages 467-475, March.
    16. Carla J. Berg & Lorien C. Abroms & Hagai Levine & Katelyn F. Romm & Amal Khayat & Christina N. Wysota & Zongshuan Duan & Yael Bar-Zeev, 2021. "IQOS Marketing in the US: The Need to Study the Impact of FDA Modified Exposure Authorization, Marketing Distribution Channels, and Potential Targeting of Consumers," IJERPH, MDPI, vol. 18(19), pages 1-10, October.
    17. Cristina Mele & Jaqueline Pels & Maria Spano & Irene Bernardo, 2023. "Emergent understandings of the market," Italian Journal of Marketing, Springer, vol. 2023(1), pages 1-25, March.
    18. Zeyu Tang & Jinzhu Jia, 2022. "PM2.5-Related Neonatal Infections: A Global Burden Study from 1990 to 2019," IJERPH, MDPI, vol. 19(9), pages 1-15, April.
    19. Sabrina Celestino & Antonella Garofano & Barbara Masiello & Francesco Izzo & Enrico Bonetti, 2024. "Disability and marketing: a bibliometric analysis and systematic literature review," Italian Journal of Marketing, Springer, vol. 2024(3), pages 311-337, September.
    20. Zeyu Tang & Jinzhu Jia, 2022. "The Association between the Burden of PM 2.5 -Related Neonatal Preterm Birth and Socio-Demographic Index from 1990 to 2019: A Global Burden Study," IJERPH, MDPI, vol. 19(16), pages 1-20, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:20:y:2023:i:11:p:6054-:d:1164192. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.