An Experimental Study of Nicotine Warning Statements in E-cigarette Tweets

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Abstract

Introduction: It is unclear whether warnings on electronic cigarette (e-cigarette) advertisements required by the US Food and Drug Administration (FDA) will apply to social media. Given the key role of social media in marketing e-cigarettes, we seek to inform FDA decision making by exploring how warnings on various tweet content influence perceived healthiness, nicotine harm, likelihood to try e-cigarettes, and warning recall. Methods: In this 2 × 4 between-subjects experiment participants viewed a tweet from a fictitious e-cigarette brand. Four tweet content versions (e-cigarette product, e-cigarette use, e-cigarette in social context, unrelated content) were crossed with two warning versions (absent, present). Adult e-cigarette users (N = 994) were recruited via social media ads to complete a survey and randomized to view one of eight tweets. Multivariable regressions explored effects of tweet content and warning on perceived healthiness, perceived harm, and likelihood to try e-cigarettes, and tweet content on warning recall. Covariates were tobacco and social media use and demographics. Results: Tweets with warnings elicited more negative health perceptions of the e-cigarette brand than tweets without warnings (p

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APA

Guillory, J., Kim, A. E., Fiacco, L., Cress, M., Pepper, J., & Nonnemaker, J. (2020). An Experimental Study of Nicotine Warning Statements in E-cigarette Tweets. Nicotine and Tobacco Research, 22(5), 814–821. https://doi.org/10.1093/ntr/ntz029

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