Influence of social media channels on tobacco product consumption behaviors in people aged 18-30 years
Abstract
Introduction: The use of nicotine through smoking and vaping is a risk factor for chronic diseases. Today, the younger generation (ages 16-25) is potentially exposed to nicotine-related marketing through using social media. Here, we assessed associations between nicotine consumption types and specific social media channel engagement, and whether there is a connection between channels, preferred content, and nicotine consumption type.
Methods: This observational, cross-sectional, online survey was conducted among individuals aged 18-30 via a university's communication channels in three waves, capturing self-reported social media habits and nicotine use behaviors. Participants confirmed that they were at least 18 years old and proficient in German. The questionnaire was voluntary, pseudonymous, and conducted in accordance with General Data Protection Regulation. Nicotine users and non-users were welcome, and it was assumed that most people had some social media exposure. Only the leading social media platforms were reviewed. Multinomial logistic regressions examined the relationship between smoking status and social media usage intensity, with smokers serving as the dependent variable.
Results: Overall, 300 questionnaires were completed and analyzed. An association was found between nicotine consumption behavior and social media channels, with vapers having the highest use of Instagram (OR, 1.905 vs. non-smokers, OR 1.469 vs. smokers) and X (OR, 1.241 vs. non-smokers, OR 1.409…
How strong is the evidence?
Evidence Hub reads this as a cross-sectional, done in people. Its evidence level is 4 of 5 (Low · observational). Observational designs can show an association but not prove cause.
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