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

Autor/inn/en	Johnson, Andrea C.; Mays, Darren
Titel	Testing the Effects of Hookah Tobacco Social Media Risk Communication Messages among Young Adults
Quelle	In: Health Education & Behavior, 48 (2021) 5, S.627-636 (10 Seiten) PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Johnson, Andrea C.)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1090-1981
DOI	10.1177/1090198120963104
Schlagwörter	Smoking; Social Media; Risk; Communication Strategies; Young Adults; Learner Engagement; Positive Attitudes; Emotional Response; Motivation + Suchen Sie Ihr Suchwort? Rauchen; Soziale Medien; Risiko; Kommunikationsstrategie; Young adult; Junger Erwachsener; Emotionales Verhalten; psychologische; Motivation (psychologisch)
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). Stimuli were presented as a simulated Instagram feed. After viewing the stimuli, participants completed postexposure outcome measures. Results: There was a statistically significant main effect of risk message type but no significant main effect of Instagram ad type or risk message type by ad type interactions. Exposure to the graphic risk and risk education messages were associated with lower intentions to engage with hookah tobacco ads on Instagram. Graphic risk and risk education messages produced greater negative emotional response and the graphic messages increased motivation to quit compared with Instagram ads alone. Discussion: Findings provide preliminary evidence that hookah tobacco risk messages delivered via Instagram can offset the influence of content promoting the use of hookah tobacco. Conclusion: This study represents an example of risk message testing and the results suggest the messages warrant further testing via social media delivery (As Provided).
Anmerkungen	SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01