Exposure and Engagement With Tobacco- and E-Cigarette–Related Social Media

• Published in: Journal of adolescent health Vol. 61; no. 3; pp. 371 - 377
• Main Authors: Hébert, Emily T., Case, Kathleen R., Kelder, Steven H., Delk, Joanne, Perry, Cheryl L., Harrell, Melissa B.
• Format: Journal Article
• Language: English
• Published: United States Elsevier Inc 01-09-2017; Elsevier BV
• Subjects: Adolescent; Adolescent Behavior - psychology; Adolescents; Campaigns; Child; Cigarettes; Cross-Sectional Studies; Demography; E-cigarettes; Electronic cigarettes; Electronic Nicotine Delivery Systems - statistics & numerical data; Female; Friendship; Humans; Male; Marketing; Mass media; Secondary schools; Sensation seeking; Social media; Social Media - statistics & numerical data; Social networks; Surveillance systems; Surveys and Questionnaires; Teenagers; Texas; Tobacco; Tobacco Products - statistics & numerical data; Tobacco Use; United States > US; Texas; E-cigarettes; Tobacco; Adolescents; Social media
• ISSN: 1054-139X; 1879-1972
• DOI: 10.1016/j.jadohealth.2017.04.003

Little is known about the nature and extent of adolescents' exposure to tobacco- and e-cigarette–related communications on social media. In this study, we describe the prevalence and correlates of youth exposure and engagement with tobacco- and e-cigarette–related social media.
Data are from the baseline survey of the Texas Adolescent Tobacco and Marketing Surveillance system, a cross-sectional sample of sixth, eighth, and 10th graders (n = 3907, N = 461,097). Weighted logistic regression models were used to examine associations between demographic characteristics, sensation seeking, tobacco use, and exposure and engagement with tobacco-related social media.
Overall, 52.5% of students reported exposure to tobacco-related social media in the past month, whereas < 6% reported engagement. Exposure and some forms of engagement were more common among high school students, girls, those with friends who use tobacco, and high sensation seekers (p < .05). The odds of exposure were significantly higher among students susceptible to combustible tobacco (adjusted odds ratio [AOR] = 1.71, p < .05), e-cigarettes (AOR = 2.10, p < .01), and both combustible tobacco and e-cigarettes (AOR = 2.24, p < .001). The odds of engaging with social media was higher among those who were susceptible to, had ever, or currently use both combustible tobacco and e-cigarettes (AOR = 2.10–3.46, p < .05).
About 1 in every 2 adolescents in Texas are exposed to tobacco-related social media. Adolescents who are susceptible to or use e-cigarettes and/or combustible tobacco are exposed to and engage with tobacco-related social media more than their peers. Social media appears to be an important venue when targeting vulnerable youth in prevention campaigns.