VapingNCT06433466
Influencer Marketing: a Survey-based Experiment
A study testing Videos featuring influencers promoting e-cigarettes alongside healthy lifestyle activities in people with Vaping, run by University of Southern California at 1 site in United States.
Trial summary
Young adults (N = 1,500) will participate in the online survey-based experiment. They will be randomly shown 10 videos, featuring influencers promoting e-cigarettes alongside healthy lifestyle activities (experimental group), or a healthy lifestyle activity alone (control). Read more about this study
- Who is it for?
- Ages 18 to 24 years
- Conditions the study is for
- Vaping
- What is being tested?
- Videos featuring influencers promoting e-cigarettes alongside healthy lifestyle activities
- Could I receive a placebo?
- No, everyone receives an active treatment
- How many people
- 1,500 participants
- Where
- 1 siteUnited States
- Study dates
- 1 May 2023to 30 Jun 2023
- Phase
- Interventional
- Are there results?
- None posted in the registry
Key requirements
Who can take part, as listed by the sponsor. Only the study team can confirm whether you are eligible, so take this list to your doctor.
- Ages 18 to 24 years
- All sexes
- No healthy volunteers
- Adult
Who may be able to join
- 18-24 years of age,
- English fluency,
- Current California resident.
- The survey was sampled to be representative by age group (18 to 24) and gender, and was weighted to be representative by age, gender, race, and educational attainment using propensity score weighting.
Who cannot join
- Not meeting these criteria:
- 18-24 years of age,
- English fluency,
- Current California resident.
Trial locations and contacts
1 site in 1 country.
About this study
Official title: The Impact of Instagram and TikTok Influencer Marketing on Perceptions of E-cigarettes in Young Adults: a Survey-based Experiment
Young adults (N = 1,500) will participate in the online survey-based experiment. They will be randomly shown 10 videos, featuring influencers promoting e-cigarettes alongside healthy lifestyle activities (experimental group), or a healthy lifestyle activity alone (control). After watching each video, participants will rate perceptions of influencer credibility (i.e., honesty, trustworthiness, knowledge, attractiveness, intelligence, and popularity) on the scale of 0 (e.g., dishonest) to 100 (honest).
Among all participants, harm perceptions of e-cigarettes will be assessed. Susceptibility to use e-cigarettes will be assessed among never users. These outcomes will then be compared among participants who perceived influencers as credible and those who perceived influencers as non-credible.
Read the detailed description
Young adults (18-24 years of age) living in California were recruited by YouGov marketing research panel to participate in a survey on tobacco-related attitudes and behaviors. YouGov, a research panel agency, has been used in prior research to survey young adults about their tobacco-related attitudes and behaviors. Respondents (N=1,500) were matched to a sampling frame based on gender, age, race, and education. The sampling frame was a politically representative modeled frame of United States (U.S.) adults based on the American Community Survey. The matched cases were weighted to the sampling frame using a propensity score matching procedure. Participants were provided with a survey URL link. After completing informed consent, participants completed the survey online. The study was approved by the University of Southern California Institutional Review Board (UP-21-00135). Respondents were randomly assigned to watch 10 10-second long TikTok videos in either experimental (influencers promoting e-cigarettes alongside healthy lifestyle activities ) or control group (influencers showing healthy lifestyle activity alone).
- Conditions
- Vaping
- Being tested
- Videos featuring influencers promoting e-cigarettes alongside healthy lifestyle activities
- Medical subject headings
- Vaping
What participants receive
What participants receive. In a randomised study each person is assigned to one group by chance.
Videos featuring influencers promoting e-cigarettes alongside healthy lifestyle activitiesOther
Young adults were randomly shown 10 videos, featuring influencers promoting e-cigarettes alongside healthy lifestyle activities (experimental group), or a healthy lifestyle activity alone (control).
| Study group | Role | What they receive |
|---|---|---|
| Videos featuring influencers promoting e-cigarettes alongside healthy lifestyle activities | Experimental | Young adults were randomly shown 10 videos, featuring influencers promoting e-cigarettes alongside healthy lifestyle activities (experimental group). Receives: Other: Videos featuring influencers promoting e-cigarettes alongside healthy lifestyle activities |
| Videos featuring influencers showing healthy lifestyle activities | Active comparator | Young adults were randomly shown 10 videos, featuring influencers promoting healthy lifestyle activity alone (control). Receives: Other: Videos featuring influencers promoting e-cigarettes alongside healthy lifestyle activities |
What is being measured
The primary outcome is the main question the study is designed to answer.
harm perceptions of e-cigarettes
Responses to the question, "Do you think vaping e-cigarettes is harmful to your health?" were measured on a Likert scale, ranging from "definitely yes" (1), "probably yes" (2), to "probably not (3)," "definitely not (4)." The measure represents one validated item from the Population Assessment of Tobacco and Health (PATH).
Measured: one-time assessment after the experimental exposure (immediately post-treatment)
Susceptibility to use e-cigarettes
Susceptibility to use e-cigarettes was measured (among never-users of e-cigarettes), using the validated three-item scale adapted from PATH, and combined into one variable (α=0.93). Consistent with prior research, the measure was dichotomized with responses "definitely not" to all items being coded as "not susceptible" and responses "probably not," "probably yes", or "definitely yes" being coded as "susceptible."
Measured: one-time assessment after the experimental exposure (immediately post-treatment)
Perceptions of influencer credibility
Perceptions of influencer credibility (i.e., honesty, trustworthiness, knowledge, intelligence, attractiveness, and popularity) were assessed using a 0 (e.g., dishonest) -100 (e.g., honest) scale that has been validated in prior research.
Measured: assessed 10 times after each video (during treatment, immediately after each video)
Timeline
From the start of the study to its completion; the mark is today. Estimated dates are the sponsor’s plan.
- First posted29 May 2024
- Study start1 May 2023
- Primary completion30 Jun 2023
- Study completion30 Jun 2023
Resources
- Official record on ClinicalTrials.govThe registry entry this page is built from, with its full change history.
- Publications (1)Papers the sponsor has linked to this study.
- Other trials for VapingStudies of the same condition, open and under way.
- What the trial phases meanHow a treatment moves from first tests in people to approval.
More details
For doctors and researchers: how the study is designed, who runs it, and its registry IDs.
Study design
- Study type
- Interventional
- Phase
- Phase N/A
- Primary purpose
- Other
- Allocation
- Randomised
- Intervention model
- Factorial
- Masking
- None (open label)
- Enrolment
- 1,500 participants (actual)
Sponsor and investigators
- Lead sponsor
- University of Southern California
- Sponsor type
- University, hospital or other
- Responsible party
- Principal investigator, Jennifer Unger, University of Southern California
IDs, dates and publications
- ClinicalTrials.gov ID
- NCT06433466
- Sponsor's protocol ID
- unidentified
- Status last verified
- May 2024
- First submitted
- 14 May 2024
- Last updated
- 29 May 2024
- Results posted
- No
- FDA-regulated drug
- No
- FDA-regulated device
- No
- Individual data sharing
- No
Publications
Vassey J, Vogel EA, Unger JB, Cho J, Bae D, Donaldson SI, Allem JP. Impact of Instagram and TikTok influencer marketing on perceptions of e-cigarettes and perceptions of influencers in young adults: a randomised survey-based experiment. Tob Control. 2026 May 7;35(3):358-365. doi: 10.1136/tc-2024-059021.
PubMed 39947698
Study at a glance
From the registry record, last updated by the sponsor on 29 May 2024. Recruitment status is as the sponsor reported it: confirm with the study team.
- Official title
- The Impact of Instagram and TikTok Influencer Marketing on Perceptions of E-cigarettes in Young Adults: a Survey-based Experiment
- ClinicalTrials.gov ID
- NCT06433466
- Acronym / sponsor ID
- unidentified
- Conditions
- Vaping
- Study type
- Interventional
- Recruitment status
- Completed
- Enrolment
- 1,500 participants (actual)
- Lead sponsor
- University of Southern CaliforniaUniversity, hospital or other
- Study start
- 1 May 2023 (actual)
- Primary completion
- 30 Jun 2023 (actual)
- Study completion
- 30 Jun 2023 (actual)
- First posted
- 29 May 2024 (actual)
- Results
- Not posted in the source record
Clinical summary
The research question as the sponsor registered it. This describes what the study plans to test, not what it found.
Young adults (N = 1,500) will participate in the online survey-based experiment. They will be randomly shown 10 videos, featuring influencers promoting e-cigarettes alongside healthy lifestyle activities (experimental group), or a healthy lifestyle activity alone (control). After watching each video, participants will rate perceptions of influencer credibility (i.e., honesty, trustworthiness, knowledge, attractiveness, intelligence, and popularity) on the scale of 0 (e.g., dishonest) to 100 (honest).
Among all participants, harm perceptions of e-cigarettes will be assessed. Susceptibility to use e-cigarettes will be assessed among never users. These outcomes will then be compared among participants who perceived influencers as credible and those who perceived influencers as non-credible.
Detailed description
Young adults (18-24 years of age) living in California were recruited by YouGov marketing research panel to participate in a survey on tobacco-related attitudes and behaviors. YouGov, a research panel agency, has been used in prior research to survey young adults about their tobacco-related attitudes and behaviors. Respondents (N=1,500) were matched to a sampling frame based on gender, age, race, and education. The sampling frame was a politically representative modeled frame of United States (U.S.) adults based on the American Community Survey. The matched cases were weighted to the sampling frame using a propensity score matching procedure. Participants were provided with a survey URL link. After completing informed consent, participants completed the survey online. The study was approved by the University of Southern California Institutional Review Board (UP-21-00135). Respondents were randomly assigned to watch 10 10-second long TikTok videos in either experimental (influencers promoting e-cigarettes alongside healthy lifestyle activities ) or control group (influencers showing healthy lifestyle activity alone).
Study design
- Primary purpose
- Other
- Allocation
- Randomised
- Intervention model
- Factorial
- Masking
- None (open label)
- Number of arms
- 2
| Arm | Type | Receives |
|---|---|---|
| Videos featuring influencers promoting e-cigarettes alongside healthy lifestyle activities | Experimental | Other: Videos featuring influencers promoting e-cigarettes alongside healthy lifestyle activitiesYoung adults were randomly shown 10 videos, featuring influencers promoting e-cigarettes alongside healthy lifestyle activities (experimental group). |
| Videos featuring influencers showing healthy lifestyle activities | Active comparator | Other: Videos featuring influencers promoting e-cigarettes alongside healthy lifestyle activitiesYoung adults were randomly shown 10 videos, featuring influencers promoting healthy lifestyle activity alone (control). |
Who may qualify
- Ages
- 18 to 24 years
- Sex
- All
- Healthy volunteers
- Not accepted
- Age groups
- Adult
Key inclusion criteria (4 listed)
- 18-24 years of age,
- English fluency,
- Current California resident.
- The survey was sampled to be representative by age group (18 to 24) and gender, and was weighted to be representative by age, gender, race, and educational attainment using propensity score weighting.
Key exclusion criteria (4 listed)
- 18-24 years of age,
- English fluency,
- Current California resident.
Eligibility is decided by the study team after screening; this overview does not establish that a patient qualifies. Full inclusion and exclusion criteria.
Interventions
| Intervention | Type | Arms |
|---|---|---|
| Videos featuring influencers promoting e-cigarettes alongside healthy lifestyle activitiesYoung adults were randomly shown 10 videos, featuring influencers promoting e-cigarettes alongside healthy lifestyle activities (experimental group), or a healthy lifestyle activity alone (control). | Other | Videos featuring influencers promoting e-cigarettes alongside healthy lifestyle activities, Videos featuring influencers showing healthy lifestyle activities |
Primary outcome
harm perceptions of e-cigarettes
Time frame: one-time assessment after the experimental exposure (immediately post-treatment)
Responses to the question, "Do you think vaping e-cigarettes is harmful to your health?" were measured on a Likert scale, ranging from "definitely yes" (1), "probably yes" (2), to "probably not (3)," "definitely not (4)." The measure represents one validated item from the Population Assessment of Tobacco and Health (PATH).
Susceptibility to use e-cigarettes
Time frame: one-time assessment after the experimental exposure (immediately post-treatment)
Susceptibility to use e-cigarettes was measured (among never-users of e-cigarettes), using the validated three-item scale adapted from PATH, and combined into one variable (α=0.93). Consistent with prior research, the measure was dichotomized with responses "definitely not" to all items being coded as "not susceptible" and responses "probably not," "probably yes", or "definitely yes" being coded as "susceptible."
Perceptions of influencer credibility
Time frame: assessed 10 times after each video (during treatment, immediately after each video)
Perceptions of influencer credibility (i.e., honesty, trustworthiness, knowledge, intelligence, attractiveness, and popularity) were assessed using a 0 (e.g., dishonest) -100 (e.g., honest) scale that has been validated in prior research.
Results and safety
The study is completed, but results are not available in the source record. That does not mean the treatment did or did not work.
Research links
- Official record on ClinicalTrials.govLast updated by the sponsor 29 May 2024.
- Derived from this study: PubMed 39947698Vassey J, Vogel EA, Unger JB, Cho J, Bae D, Donaldson SI, Allem JP. Impact of Instagram and TikTok influencer marketing on perceptions of e-cigarettes and perceptions of influencers in young adults: a randomised survey-based experiment. Tob Control. 2026 May 7;35(3):358-365. doi: 10.1136/tc-2024-059021.
- Individual participant dataSharing planned: No
Related trials for Vaping
RecruitingEarly Phase 1
Role of Inflammation in Vascular Phenotype Associated With E-cigarette Use
Electronic Cigarette Use, Endothelial Dysfunction
Recruiting
Developing an E-Cigarette Cessation Intervention for Hispanic/Latina(o) Youth in Florida: The BReATHE Study
Vaping Teens, Vaping Behaviors
Not yet recruiting
Flavored Electronic Nicotine Delivery Systems to Lower Smoking and Exposure to Tobacco Toxicants Among Cigarette Smokers Interested in Quitting, REFLECT Trial
Tobacco Cessation, Electronic Nicotine Delivery Systems
Recruiting
Circuit Breathing Exercise on Smoking Cessation Among Youth E-Cigarette Users
E Cigarette Use
Recruiting
A Behavioral Circuit Breathing Training Intervention on Smoking Cessation and Respiratory Function Among Youth Who Use E-cigarettes
E Cigarette Use
Referral and contact
AzTrials does not enrol participants or take referrals. Contact the study team or a site listed below; they decide who can take part. This study is not recruiting at the moment.
The record lists no contact. Use the official record to reach the sponsor.
1 site in 1 country: see every site and its status.
Questions about this trial
What is this clinical trial studying?
A study testing Videos featuring influencers promoting e-cigarettes alongside healthy lifestyle activities in people with Vaping, run by University of Southern California at 1 site in United States.
The full registered description is in the About this study section and the official record.
Who may be eligible to take part?
The sponsor lists 4 inclusion and 4 exclusion criteria. Eligibility is decided by the study team after screening, so read the full criteria and contact a listed site.
Is this clinical trial currently recruiting?
The record says: finished, as of the sponsor's last update on 29 May 2024. Status can change between updates, so confirm with the study contact before making plans.
Where is the study taking place?
The record lists 1 site in United States. Whether a site is taking part right now should be confirmed with that site. See every site.
What are the possible benefits and risks?
They depend on the study and the treatment, and no study can promise a benefit. The study team explains the known risks during informed consent, before anyone joins; the record itself does not list them.
Are results available for this study?
The study is completed, but results are not available in the source record. That does not mean the treatment did or did not work.
How can a doctor refer a patient or contact the research team?
The record lists no contact. The official record names the sponsor, who can be asked directly. AzTrials does not enrol participants or take referrals.
What does the primary outcome measure?
harm perceptions of e-cigarettes (time frame: one-time assessment after the experimental exposure (immediately post-treatment)). The study lists 3 primary outcomes in all. It is what the study was designed to measure, not a finding.
Where can I read the original study information?
On the ClinicalTrials.gov record for NCT06433466, which also lists 1 linked publication.
Does a listing mean the treatment is approved or proven to work?
No. A listing means the study is registered. It does not show that the treatment is safe, works, or is approved by a regulator.
How often is this information updated?
AzTrials copies changed records from ClinicalTrials.gov every night and reloads the whole registry every week. The sponsor last updated this record on 29 May 2024.