Document text
Principal Investigator: Miao Feng
Organization: NATIONAL OPINION RESEARCH CENTER
Fiscal Year: 2024
Award: $655,424
Funding agency: National Cancer Institute
Using Innovative Machine Learning to Detect Organized Support and Opposition to E-cigarette Use
Prevention Campaign Messaging on Twitter and TikTok
In recent years sharp increases in the consumption of non-cigarette tobacco products, including vaping
products or electronic nicotine delivery systems (ENDS), have largely offset the significant decline in cigarette
smoking rates in the US over the past five decades. In response, several state, local and federal tobacco
control programs have developed prevention campaign messages for youth vaping and e-cigarette use. Some
of these campaigns have also provoked significant opposition on social media from tobacco harm reduction
advocates.
Strong evidence supports the effectiveness of anti-smoking media campaigns in preventing youth cigarette
smoking, but little research has examined the effects of campaigns that aim to prevent other types of tobacco
use, such as anti-vaping campaigns. Further, previous evidence about prevention campaign effects did not
take into account the current cluttered media environment, where campaign messages compete for audience
attention with tobacco product promotion messages and both supportive and oppositional messaging about the
campaigns themselves.
Thus, social media interventions to prevent e-cigarette use are necessary but have unknown potential
effects in a competitive communication environment characterized by an influx of ENDS product marketing and
advocacy, potentially resulting in audience confusion and misinformation.
Therefore, measuring engagement with e-cigarette use prevention campaigns on social media and
understanding the patterns of such engagement and information flow represent important advancements in the
science of prevention and lend evidential support for tobacco regulatory policy. The proposed project will
assess the e-cigarette use prevention-related content amount, reach, and engagement on social media (Aim
1); identify sources and major themes associated with both supportive and oppositional messages using
machine learning (Aim 2); and apply social network theories and approaches to examine patterns of social
media users’ information seeking, exposure, dissemination, and gatekeeping in the campaign periods over
time (Aim 3).
Terms: <Advanced Development><Advertising><Advocacy><Advocate><Airway health><Antismoking><Attention><Attitude><Behavior><Brain><Brain Nervous System><COVID crisis><COVID epidemic><COVID pandemic><COVID-19 crisis><COVID-19 epidemic><COVID-19 era><COVID-19 global health crisis><COVID-19 global pandemic><COVID-19 health crisis><COVID-19 pandemic><COVID-19 period><COVID-19 public health crisis><COVID-19 years><Cigarette><Clutterings><Comment><Commentary><Communication><Community Health><Confusion><Confusional State><Consensus><Consumption><Development><Devices><Diffuse Pattern><Diffusion><Editorial Comment><Effectiveness><Electronic Nicotine Delivery Product><Electronic Nicotine Delivery Systems><Electronic cigarette><Encephalon><Environment><Exposure to><Foundations><Freedom><Frequencies><Future><Gatekeeping><Harm Minimization><Harm Reduction><Health><Health behavior><Individual><Intervention><Intervention Strategies><Liberty><Linguistic><Linguistics><Machine Learning><Marketing><Measures><Media Campaign><Media Intervention><Mental Confusion><Misinformation><Non-Profit Organizations><Nonprofit Organizations><Pattern><Policies><Prevalence><Prevention><Probability><Process><Public Health><Published Comment><Reporting><Research><Risk><SARS-CoV-2 epidemic><SARS-CoV-2 global health crisis><SARS-CoV-2 global pandemic><SARS-CoV-2 pandemic><SARS-coronavirus-2 epidemic><SARS-coronavirus-2 pandemic><Sales><Science><Semantics><Severe Acute Respiratory Syndrome CoV 2 epidemic><Severe Acute Respiratory Syndrome CoV 2 pandemic><Severe acute respiratory syndrome coronavirus 2 epidemic><Severe acute respiratory syndrome coronavirus 2 pandemic><Smoking><Social Network><Social isolation><Source><Technology><Teen><Teenagers><TikTok><Time><Tobacco><Tobacco Consumption><Tobacco Dependence><Tobacco use><Twitter><Viewpoint><Youth><Youth 10-21><adult youth><alternative tobacco><anti-smoking><assess effectiveness><cease smoking><cigarette smoking><cigarette use><combat><combustible cigarette><community based organizations><community organizations><community-based health><comparative><conventional cigarette><coronavirus disease 2019 crisis><coronavirus disease 2019 epidemic><coronavirus disease 2019 global health crisis><coronavirus disease 2019 global pandemic><coronavirus disease 2019 health crisis><coronavirus disease 2019 pandemic><coronavirus disease 2019 public health crisis><coronavirus disease crisis><coronavirus disease epidemic><coronavirus disease pandemic><coronavirus disease-19 global pandemic><coronavirus disease-19 pandemic><design><designing><determine effectiveness><developmental><diffused><diffuses><diffusing><diffusions><digital media><e-cig><e-cig use><e-cigarette><e-cigarette use><ecig><ecig use><ecigarette><ecigarette use><effectiveness assessment><effectiveness evaluation><electronic cigarette use><electronic nicotine delivery device><electronic nicotine distribution system><evaluate effectiveness><examine effectiveness><gatekeeper><health organization><health related behavior><improved><innovate><innovation><innovative><insight><interventional strategy><machine based learning><media consumption><media use><non-cigarette products><non-cigarette tobacco product><peer><prevent><preventing><prevention effectiveness><programs><promoter><promotor><quit smoking><respiratory health><response><severe acute respiratory syndrome coronavirus 2 global health crisis><severe acute respiratory syndrome coronavirus 2 global pandemic><smoking cessation><social media><social structural><social structure><socio-structural><sociostructural><stop smoking><teen years><teenage><theories><tobacco addiction><tobacco control><tobacco dependent><tobacco product use><tobacco products><tool development><traditional cigarette><vaping><young adult><young adulthood>