The Use of Web-Based Support Groups Versus Usual Quit-Smoking Care for Men and Women Aged 21-59 Years: Protocol for a Randomized Controlled Trial (Preprint)

BACKGROUND Existing smoking cessation treatments are challenged by low engagement and high relapse rates, suggesting the need for more innovative, accessible, and interactive treatment strategies. Twitter is a Web-based platform that allows people to communicate with each other throughout the day using their phone. OBJECTIVE This study aims to leverage the social media platform of Twitter for fostering peer-to-peer support to decrease relapse with quitting smoking. Furthermore, the study will compare the effects of coed versus women-only groups on women’s success with quitting smoking. METHODS The study design is a Web-based, three-arm randomized controlled trial with two treatment arms (a coed or women-only Twitter support group) and a control arm. Participants are recruited online and are randomized to one of the conditions. All participants will receive 8 weeks of combination nicotine replacement therapy (patches plus their choice of gum or lozenges), serial emails with links to Smokefree.gov quit guides, and instructions to record their quit date online (and to quit smoking on that date) on a date falling within a week of initiation of the study. Participants randomized to a treatment arm are placed in a fully automated Twitter support group (coed or women-only), paired with a buddy (matched on age, gender, location, and education), and encouraged to communicate with the group and buddy via daily tweeted discussion topics and daily automated feedback texts (a positive tweet if they tweet and an encouraging tweet if they miss tweeting). Recruited online from across the continental United States, the sample consists of 215 male and 745 female current cigarette smokers wanting to quit, aged between 21 and 59 years. Self-assessed follow-up surveys are completed online at 1, 3, and 6 months after the date they selected to quit smoking, with salivary cotinine validation at 3 and 6 months. The primary outcome is sustained biochemically confirmed abstinence at the 6-month follow-up. RESULTS From November 2016 to September 2018, 960 participants in 36 groups were recruited for the randomized controlled trial, in addition to 20 participants in an initial pilot group. Data analysis will commence soon for the randomized controlled trial based on data from 896 of the 960 participants (93.3%), with 56 participants lost to follow-up and 8 dropouts. CONCLUSIONS This study combines the mobile platform of Twitter with a support group for quitting smoking. Findings will inform the efficacy of virtual peer-to-peer support groups for quitting smoking and potentially elucidate gender differences in quit rates found in prior research. CLINICALTRIAL ClinicalTrials.gov NCT02823028; https://clinicaltrials.gov/ct2/show/NCT0282302

Facebook Recruitment Using Zip Codes to Improve Diversity in Health Research: Longitudinal Observational Study (Preprint)

BACKGROUND Facebook’s advertising platform reaches most US households and has been used for health-related research recruitment. The platform allows for advertising segmentation by age, gender, and location; however, it does not explicitly allow for targeting by race or ethnicity to facilitate a diverse participant pool. OBJECTIVE This study looked at the efficacy of zip code targeting in Facebook advertising to reach blacks/African Americans and Hispanics/Latinos who smoke daily for a quit-smoking web-based social media study. METHODS We ran a general market campaign for 61 weeks using all continental US zip codes as a baseline. Concurrently, we ran 2 campaigns to reach black/African American and Hispanic-/Latino-identified adults, targeting zip codes ranked first by the percentage of households of the racial or ethnic group of interest and then by cigarette expenditure per household. We also ran a Spanish language campaign for 13 weeks, targeting all continental US zip codes but utilizing Facebook’s Spanish language targeting. The advertising images and language were common across campaigns. Costs were compared for advertisement clicks, queries, applications, and participants, and yields were compared for the final three outcomes. We examined outcomes before and after the Cambridge Analytica scandal that broke in March 2018. Finally, we examined 2 promoted Facebook features: lookalike audiences and audience network placement. RESULTS Zip code targeting campaigns were effective for yielding the racial or ethnic groups of interest. The black-/African American–focused versus general market campaign increased black/African American weekly queries (mean 9.48, SD 5.69 vs general market mean 2.83, SD 2.05; P<.001) and applicants (mean 1.11, SD 1.21 vs general market mean 0.54, SD 0.58; P<.001). The Hispanic-/Latino-focused versus general market campaign increased Hispanic/Latino weekly queries (mean 3.10, SD 2.16 vs general market mean 0.71, SD 0.48; P<.001) and applicants (mean 0.36, SD 0.55 vs general market mean 0.10, SD 0.14; P=.001). Cost metrics did not differ between campaigns at generating participants (overall P=.54). Costs increased post- versus prescandal for the black-/African American–focused campaign for queries (mean US $8.51, SD 3.08 vs US$5.87, SD 1.89; P=.001) and applicants (mean US $59.64, SD 35.63 vs US$38.96, SD 28.31; P=.004) and for the Hispanic-/Latino-focused campaign for queries (mean US $9.24, SD 4.74 vs US$7.04, SD 3.39; P=.005) and applicants (mean US $61.19, SD 40.08 vs US$38.19, SD 21.20; P=.001). CONCLUSIONS Zip code targeting in Facebook advertising is an effective way to recruit diverse populations for health-based interventions. Audience network placement should be avoided. The Facebook lookalike audience may not be necessary for recruitment, with drawbacks including an unknown algorithm and unclear use of Facebook user data, and so public concerns around data privacy should be considered. CLINICALTRIAL ClinicalTrial.gov NCT02823028; https://clinicaltrials.gov/ct2/show/NCT0282302

An experimental investigation of the joint effects of advertising and peers on adolescents’ beliefs and intentions about cigarette consumption”

Ninth graders were randomly exposed to one of eight slice-of-life videotapes showing stimulus advertising (cigarette, antismoking, both, neither) and unfamiliar peers who either did or did not smoke cigarettes. The findings indicate that the cigarette advertising primed positive smoker stereotypes, which caused subjects to seek out favorable information about the peers shown smoking. Subjects' beliefs and intentions about cigarette consumption were thereby enhanced by the joint effects of advertising and peers. However, an antismoking advertisement shown in conjunction with cigarette advertising made salient negative smoker stereotypes, evoked unfavorable thoughts about peers shown smoking, and prevented cigarette advertising from promoting smoking

THEORETICAL INTEGRATION AND RESEARCH SYNTHESIS ESSAY A Comparison of Health Communication Models: Risk Learning Versus Stereotype Priming

Health communication research and practice have been strongly influenced by the protection motivation theory (Rogers, 1975, 1983), the health belief model (Becker, Haefner, Kasl, et al., 1977; Becker, Haefner, & Maiman, 1977; Rosenstock, 1974), and similar conceptualizations. I refer to these as risk learning models because the goal is to teach new information about health risks and the behaviors that will minimize those risks. These models have garnered a substantial amount of empirical support and are apparently quite useful to practitioners (Conner & Norman, 1996). The goal of this article is to describe a less familiar, but complementary, approach to persuading people to avoid risky behaviors, which I will refer to as the stereotype priming model (Bargh, 1989; Bargh, Chen, & Burrows, 1996; Bargh, Raymond, Pryor, & Strack, 1995). The goal is to make salient preexisting social stereotypes about people who do or do not behave as advocated. The stereotype priming model posits that the stereotypes that we possess regarding the personality traits of groups of people (e.g., smokers, drun

Tendances de la recherche en marketing social au niveau de la psychologie du consommateur

International audienceCet article traite des changements structurels qui ont encouragé la recherche en marketing social, notamment le mouvement Transformative Consumer Research (TCR). Il traite également de questions de fond qui sont étudiées dans le marketing social (la consommation et le bien-être, la lutte contre les menaces pour soi même, l’amélioration de la prise de décisions financières et la réglementation des campagnes publicitaires relatives au tabac et autres produits pour adultes). Les récentes innovations méthodologiques en marketing social sont identifiées, y compris l’utilisation d’études de terrain qui mesurent le comportement réel des consommateurs et qui complètent les études en laboratoire plus contrôlées. Enfin sont incluses des suggestions pour les jeunes chercheurs en marketing social, telles que le ciblage des revues, etc