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Abstract

User-generated content (UGC) platforms like YouTube, TikTok, and Twitch are the most popular media outlets for young people. As a result, content on these platforms provides a key source of social information that can impact important health behaviors such as tobacco use. This study examines young people’s recall of exposure to tobacco imagery while watching UGC content and the association between exposure to tobacco imagery and intentions to use tobacco products. U.S. youth and young adults aged 15–24-year-olds (N=1032) were surveyed via Qualtrics. Participants who indicated using at least one of Twitch, YouTube, or TikTok were asked questions to assess how frequently they recalled tobacco use or promotion on each platform. An aggregate dosage of exposure was calculated and modeled as a predictor of intentions to smoke cigarettes and use e-cigarettes. At least 22.4% of platform users recalled exposure to promotion of tobacco products on each platform while at least 34% recalled exposure to depictions of tobacco product use. Compared to those reporting no exposure to tobacco content, those with moderate exposure had 55% higher odds of e-cigarette use intentions, but not cigarette smoking intentions. Those with high exposure had 196% higher odds of increased e-cigarette use intentions and 119% higher odds of increased smoking intentions. Intervention is needed to reduce the influence of UGC content on tobacco use. Further research is needed to better understand exposure and other unique facets of social media’s influence, as well as the distinct influence of UGC on never-users, experimenters, and regular users.

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License

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