Compared with referral to a smoking cessation website, a novel USA-focused Facebook smoking cessation intervention did not improve abstinence from smoking over 1 year, but increased abstinence at the end of treatment and was engaging to participants.
This study tested engagement in and acceptability of a digital smoking cessation intervention designed for young adults and tailored to sexual and gender minority (SGM) individuals. The intervention included 90 Facebook posts delivered in private groups tailored to readiness to quit smoking (Ready to quit in 30 days/Not Ready; 180 posts total; 101 posts SGM-tailored by content/image). Acceptability was evaluated over 30 days (3 posts/day). Participants' (
N
= 27) open-ended feedback was coded and tallied; posts with significant negative feedback were flagged for change. Flags and comment volume were examined by SGM tailoring (versus not tailored) and content category (motivational interviewing, experiential strategies, behavioral strategies, relevant topics). Engagement and acceptability were high. All participants reported viewing at least half of the posts, and the majority reported viewing all 90 posts (
M
comments per participant = 51.74). The majority of participants agreed or strongly agreed with statements about the intervention's helpfulness and clarity. Posts received an average of 8.08 comments (
SD
= 2.58), with 59 posts (32.8%) flagged for change. Posts engaged comments and were found to be acceptable at comparable levels regardless of SGM tailoring and content category (all p-values > .189). SGM young adult smokers were highly engaged in an SGM-tailored smoking cessation intervention on Facebook and rated the intervention positively. Both tailored and non-tailored Facebook posts in a variety of content areas were generally well-received by SGM young adults, an underserved population with high rates of smoking.
BackgroundOnline social media offer great potential for research participant recruitment and data collection. We conducted synchronous (real-time) online focus groups (OFGs) through Facebook with the target population of young adult substance users to inform development of Facebook health behavior change interventions. In this paper we report methods and lessons learned for future studies.MethodsIn the context of two research studies participants were recruited through Facebook and assigned to one of five 90-min private Facebook OFGs. Study 1 recruited for two OFGs with young adult sexual and/or gender minority (SGM) smokers (range: 9 to 18 participants per group); Study 2 recruited for three groups of young adult smokers who also engage in risky drinking (range: 5 to 11 participants per group).ResultsOver a period of 11 (Study 1) and 22 days (Study 2), respectively, we recruited, assessed eligibility, collected baseline data, and assigned a diverse sample of participants from all over the US to Facebook groups. For Study 1, 27 of 35 (77%) participants invited attended the OFGs and 25 of 32 (78%) for Study 2. Participants in Study 1 contributed an average of 30.9 (SD = 8.9) comments with an average word count of 20.1 (SD = 21.7) words, and 36.0 (SD = 12.3) comments with 11.9 (SD = 13.5) words on average in Study 2. Participants generally provided positive feedback on the study procedures.ConclusionsFacebook can be a feasible and efficient medium to conduct synchronous OFGs with young adults. This data collection strategy has the potential to inform health behavior change intervention development.
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