Using Exogenous Social Media Exposure Measures to Assess the Effects of Smokeless Tobacco-Related Social Media Content on Smokeless Tobacco Sales in the United States.

ABSTRACT:

Introduction

Prior research on the effects of social media promotion of tobacco products has predominantly relied on survey-based self-report measures of marketing exposure, which potentially introduce endogeneity, recall, and selection biases. New approaches can enhance measurement and help better understand the effects of exposure to tobacco-related messages in a dynamic social media marketing environment. We used geolocation-specific tweet rate as an exogenous indicator of exposure to smokeless tobacco (ST)-related content and employed this measure to examine the influence of social media marketing on ST sales.

Aims and methods

Autoregressive error models were used to analyze the association between the ST-relevant tweet rate (aggregated by 4-week period from February 12,

SUBMITTER: Kostygina G 

PROVIDER: S-EPMC10873503 | biostudies-literature | 2024 Feb

REPOSITORIES: biostudies-literature