Hookah Tobacco Risk Messaging on Social Media May Be Effective Among Young Adults

Strategic Insights -

Research published in a recent study has suggested that hookah tobacco risk messaging delivered via social media can offset the influence of content promoting the use of hookah tobacco among young adults. The study, conducted by investigators at the University of Pennsylvania, aimed to test 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. The results showed a statistically significant main effect of risk message type, indicating that exposure to graphic risk and risk education messages was associated with lower intentions to engage with hookah tobacco ads on Instagram.

Key Takeaways:

  • Hookah tobacco is commonly used among young adults, 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.
  • The 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.
  • Young adult hookah smokers were recruited online for a 2 x 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).
  • 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.
  • The study represents an example of risk message testing and the results suggest the messages warrant further testing via social media delivery.

Statistics:

  • 601 participants were recruited online for the study.
  • 2 x 3 between-subjects experiment design was used.
  • The study completed preexposure measures and postexposure outcome measures.
  • Exposure to graphic risk and risk education messages were associated with lower intentions to engage with hookah tobacco ads on Instagram (p < 0.05).

Sources:

  • Testing the Effects of Hookah Tobacco Social Media Risk Communication Messages Among Young Adults. Health Education & Behavior, 2020.
  • University of Pennsylvania, Philadelphia, PA 19104, United States.
  • Sage Publications Inc, 2455 Teller Rd, Thousand Oaks, CA 91320, USA.
  • (sagepub.com; heb.sagepub.com)
  • Andrea C. Johnson, University of Pennsylvania, Philadelphia, PA 19104, United States.