Testing potential disclosures for e-cigarette sponsorship on social media. (February 2022)

• Record Type: Journal Article
• Authors: Klein, Elizabeth G.; Kierstead, Elexis; Czaplicki, Lauren; Berman, Micah L.; Emery, Sherry; Schillo, Barbara
• Is Part Of: Addictive behaviors. Volume 125(2022)
• Publication Date: 2022-02
• Subjects: Health behavior -- Health communications -- Health policy -- Social media -- Tobacco control; Substance abuse -- Periodicals; Alcoholism -- Periodicals; Drug addiction -- Periodicals; Nicotine addiction -- Periodicals; Smoking -- Periodicals; Gambling -- Psychological aspects -- Periodicals; Electronic journals; 362.29
• DOI: 10.1016/j.addbeh.2021.107146
• Languages: English
• ISSNs: 0306-4603

Abstract

Highlights: E-cigarette influencers don't always disclose their commercial relationships. Social media users may not recognize unlabeled posts as commercially sponsored. Users had twice the recognition of the commercial disclosure #ad (vs. #sponsored). Each second of attention on the hashtag increased the odds of recognition by 22%. Abstract: Objectives: Few e-cigarette social media posts are authentic posts to friends; most come from commercially sponsored influencers. Potential disclosure strategies need to be tested to confirm whether users recognize such posts as commercially sponsored. Methods: Between July – August 2019, young adult (ages 16–24; n = 200) participants were recruited to view their native Instagram feed on a laboratory mobile device. Posts from e-cigarette influencers were manipulated to add either #ad or #sponsored while eye tracking software measured visual attention. Participants self-reported their interpretation of the hashtags in open-ended responses. Logistic regression analyses compared recognition of commercial content by condition, and qualitative content analyses summarized the key themes related to the hashtags. Results: The #ad condition had nearly twice the odds of commercial recognition compared to #sponsored (OR = 1.98, CI: 1.14–3.38). Every second of attention paid to the hashtag significantly increased the odds of commercial recognition by 22% (OR: 1.22, CI: 1.00–1.33). Conclusion: The #ad disclosure attracted visual attention and significantly increased recognition of commercial sponsorship from young social media users. Labeling commercially sponsored content on social media is a promising strategy to better inform users about paid social media influence.