E-cigarette Social Media Marketing and Its Perceptions by Youth

Part of paid clinical trials in Los Angeles, California.

Sponsor
University of Southern California
Study ID
NCT07694739
Status
Recruiting
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Conditions

  • Vaping

Eligibility Criteria

Sex
ALL
Age
14 Years - 17 Years
Healthy Volunteers
Not accepted

Interventions

  • Exposure to Influencer Age and Context Variations in E-Cigarette Marketing — OTHER
    Exposure to promotional e-cigarette videos where influencers' age appearance (manipulated via an AI-based age filter) and the situational context alongside e-cigarette promotion (manipulated by background settings) are systematically varied. The videos will be embedded within an online survey platform, immediately preceding the outcome assessment.

Study Details

The proposed study will conduct two randomized between-subject experiments among 6,000 adolescents (per each experiment) recruited nationwide to test the effects of audio-visual features of e-cigarette influencer marketing on perceptions of influencer credibility, e-cigarette harm perceptions, appeal, and susceptibility to e-cigarette use. This protocol represent the first experiment.

Key Dates

First listed
Jul 10, 2026
Start date
Jul 1, 2025
Status verified
Jul 2026
Primary completion
Nov 1, 2027
Completion
May 1, 2028

Study Design

Enrollment
6,000 participants (estimated)
Allocation
RANDOMIZED
Intervention model
FACTORIAL
Primary purpose
OTHER

Arms

  • Experimental: Experimental: Videos featuring young influencers promoting e-cigarettes alongside fitness
  • Experimental: Experimental: Videos featuring young influencers promoting e-cigarettes alongside entertainment
  • Experimental: Experimental: Videos featuring young influencers promoting e-cigarettes alongside fashion
  • Experimental: Experimental: Videos featuring young influencers promoting e-cigarettes alongside avatar
  • Experimental: Experimental: Videos featuring older influencers promoting e-cigarettes alongside fitness
  • Experimental: Experimental: Videos featuring older influencers promoting e-cigarettes alongside fashion
  • Experimental: Experimental: Videos featuring older influencers promoting e-cigarettes alongside avatar
  • Experimental: Experimental: Videos featuring young influencers promoting e-cigarettes alone
  • Active Comparator: Experimental: Videos featuring older influencers promoting e-cigarettes alone
  • Placebo Comparator: Experimental: Videos featuring two neutral profiles of older influencers
  • Placebo Comparator: Experimental: Videos featuring two neutral profiles of younger influencers
  • Experimental: Experimental: Videos featuring older influencers promoting e-cigarettes alongside entertainment

Primary Outcome Measure

Harm Perceptions of e-cigarettes [ Time Frame: Assessed 10 times immediately after each of the 10 videos during the 15-minute-long survey-based experiment ]

Central Contacts

Locations (1)

FacilityCityStateZIPSite coordinators
University of Southern CaliforniaLos AngelesCalifornia90032
Jennifer Unger, PhD
[email protected]
323-333-0580

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By research site
University of Southern California· Los Angeles, CA

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