Testing the Effects of Hookah Tobacco Social Media Risk Communication Messages Among Young Adults.

ABSTRACT:

Background

Hookah tobacco is commonly used among young adults, and use is driven in part by widespread misperceptions about risks. Social media use, particularly Instagram, is prominent in this population and exposure to commercial and user-generated content promoting hookah commonly occurs.

Aims

This study tested the effects of hookah tobacco risk messaging for delivery via Instagram as a strategy to offset exposure to content promoting hookah use among young adults.

Method

Young adult hookah smokers were recruited online for a 2 × 3 between-subjects experiment (n = 601). Participants completed preexposure measures and were randomized to view hookah tobacco Instagram ads (commercial or user generated) with risk messages (none, risk education, or graphic risk).

SUBMITTER: Johnson AC 

PROVIDER: S-EPMC8053726 | biostudies-literature | 2021 Oct

REPOSITORIES: biostudies-literature