Keeping It Fresh With Hip-Hop Teens: Promising Targeting Strategies for Delivering Public Health Messages to Hard-to-Reach Audiences

Guo, Merrybelle; Ganz, Ollie; Cruse, Brian; Navarro, Mario A.; Wagner, Dana E.; Tate, Brandon; Delahanty, Janine; Benoza, Gem

doi:10.1177/1524839919884545

Cited by 24 publications

(22 citation statements)

References 27 publications

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“…Similarly, when e-cigarette influencers from different countries react to (comment on or ‘like’) each other’s posts, they potentially expose their respective audiences to each other’s promotional content. Social media influencer marketing is no longer dominated by mega-influencers with millions of followers, but is powered by an interconnected global network of micro-influencers48 49 (with 1000–100 000 followers) who collaborate with multiple industries and multiple brands, including tobacco. Large e-cigarette brands also have a global network of smaller distributors and retailers whose products are promoted by influencers.…”

Section: Discussionmentioning

confidence: 99%

E-cigarette brands and social media influencers on Instagram: a social network analysis

et al. 2022

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BackgroundExposure to visual posts featuring e-cigarette products on social media is associated with increased e-cigarette use among US adolescents. Instagram is the largest source of e-cigarette social media marketing, where influencers—for example, bloggers, brand ambassadors—post promotional materials. This study analysed the network of e-cigarette brands and influencers on Instagram, characterising the most central players in e-cigarette social media marketing.MethodsWe tracked influencers with public profiles on Instagram who posted promotional e-cigarette content in 2020, had over 1000 followers and high user engagement rate (ratio of likes and comments to followers) of 1%–25% per post. By conducting a social network analysis, we identified the most central (highly involved in promotional activities) influencers and e-cigarette brands. The number of the influencers’ followers aged 13–17 years old and the age verification practices restricting youth access were also assessed.ResultsThere is a highly interconnected network of engaging e-cigarette influencers (n=55) worldwide who collaborated with over 600 e-cigarette brands in 2020. The Asian and US influencers had five to six times more teenage followers compared with the European influencers. 75% of the influencers did not restrict youth access to their promotional content on Instagram. The brands Voopotech, Innokin, Geekvape, Lost Vape, Smok and Vaporesso collaborated with the largest number of influencers (mean n=20).ConclusionsIt is important to understand associations among influencers and e-cigarette use behaviours, especially youth, to inform effective public health communication and potential policies that could regulate social media marketing sponsored by e-cigarette companies.

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Section: Discussionmentioning

confidence: 99%

E-cigarette brands and social media influencers on Instagram: a social network analysis

et al. 2022

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“…Although not yet ubiquitous in public health, the targeted placement of paid campaign advertising has been successfully applied to deliver health communications to intended audiences for initiatives including the U.S. Food and Drug Administration’s The Real Cost general market and Fresh Empire Hip Hop adolescent tobacco education campaigns. 35 , 61 , 78 , 79 In addition, to counter the abundance of pro-vaping content youth encounter online, health communication campaigns must cultivate active, appealing social media presences to establish themselves as relatable and trustworthy social influencers and interject tailored prevention messaging into the pro-vaping social media environments of higher-risk youth. 80 , 81 …”

Section: Discussionmentioning

confidence: 99%

The Vaping Teenager: Understanding the Psychographics and Interests of Adolescent Vape Users to Inform Health Communication Campaigns

Stalgaitis¹,

Djakaria²,

Jordan³

2020

Tob Use Insights

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Background: Adolescent vaping continues to rise, yet little is known about teen vape users beyond demographics. Effective intervention requires a deeper understanding of the psychographics and interests of adolescent vape users to facilitate targeted communication campaigns. Methods: We analyzed the 2017-2018 weighted cross-sectional online survey data from Virginia high school students (N = 1594) to identify and describe subgroups of adolescents who vaped. Participants reported 30-day vape use, identification with 5 peer crowds (Alternative, Country, Hip Hop, Mainstream, Popular), social prioritization, agreement with personal values statements, social media and smartphone use, and television and event preferences. We compared vaping rates and frequency by peer crowd using a chi-square analysis with follow-up testing to identify higher-risk crowds and confirmed associations using binary and multinomial logistic regression models with peer crowd scores predicting vaping, controlling for demographics. We then used chi-square and t tests to describe the psychographics, media use, and interests of higher-risk peer crowds and current vape users within those crowds. Results: Any current vaping was the highest among those with Hip Hop peer crowd identification (25.4%), then Popular (21.3%). Stronger peer crowd identification was associated with increased odds of any current vaping for both crowds, vaping on 1 to 19 days for both crowds, and vaping on 20 to 30 days for Hip Hop only. Compared with other peer crowds and non-users, Hip Hop and Popular youth and current vape users reported greater social prioritization and agreement with values related to being social and fashionable. Hip Hop and Popular youth and current vape users reported heavy Instagram and Snapchat use, as well as unique television show and event preferences. Conclusions: Hip Hop and Popular adolescents are most likely to vape and should be priority audiences for vaping prevention campaigns. Findings should guide the development of targeted health communication campaigns delivered via carefully designed media strategies.

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“…The Center for Tobacco Products (CTP) social scientists play key roles in the development of culturally sensitive and tailored educational content. Campaigns aimed at preventing and reducing tobacco use across diverse target populations include FDA’s Fresh Empire campaign, the first tobacco public education campaign designed to reach African American, Hispanic, and/or Asian American/Pacific Islander youth ages 12 to 17 years who identify with the Hip Hop crowd 8 , 9 ; This Free Life campaign designed to prevent and reduce tobacco use among LGBT young adults who use tobacco occasionally 10 ; and “The Real Cost” Smokeless Tobacco prevention campaign that seeks to educate rural male teenagers about the health risks of using smokeless tobacco products. 11 …”

Section: Providing Information To Diverse Communities To Inform Their Health Decision-makingmentioning

confidence: 99%

The FDA’s Diverse and Dynamic Activities in the Social and Behavioral Sciences: Advancing and Supporting Health Equity

Lee

McLean

Huang

et al. 2021

J Prim Care Community Health

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The U.S. encompasses a heterogenous mix of people and health disparities exist for various subpopulations, such as minorities, women, people with limited English proficiency, those with low socioeconomic status, and other underserved groups. Differences in health outcomes arise in part due to inequalities and injustices rooted in biological, social, and structural factors. Because the origins of health disparities are multifactorial, the approaches to reduce, or even eliminate them, must be multifactorial as well. The social and behavioral sciences are well poised to address the myriad and complex factors that affect health outcomes, including those at the individual level (eg, individuals’ behaviors, attitudes, and beliefs), the neighborhood level (eg, housing), the community level (eg, cultural values and norms), and the policy level (eg, public policies that influence healthcare funding and access to healthcare resources and educational materials). In addition, the social and behavioral sciences (1) help equip government agencies with the perspectives and tools needed to promote health equity and (2) contribute to rigorous, evidence-based solutions for public health issues, such as disparities found in childhood vaccination rates, childhood obesity, tobacco use, and access to health information technology. The FDA, in particular, actively conducts social and behavioral sciences research to guide the Agency’s efforts to advance and support health equity.

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Keeping It Fresh With Hip-Hop Teens: Promising Targeting Strategies for Delivering Public Health Messages to Hard-to-Reach Audiences

Cited by 24 publications

References 27 publications

E-cigarette brands and social media influencers on Instagram: a social network analysis

E-cigarette brands and social media influencers on Instagram: a social network analysis

The Vaping Teenager: Understanding the Psychographics and Interests of Adolescent Vape Users to Inform Health Communication Campaigns

The FDA’s Diverse and Dynamic Activities in the Social and Behavioral Sciences: Advancing and Supporting Health Equity

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