Electronic Nicotine Delivery SystemsNCT06919263
Influencer E-Cigarette and Cannabis Marketing: a Survey-Based Experiment Among Adolescents
A study testing Influencer marketing in people with Electronic Nicotine Delivery Systems, run by University of Southern California at 1 site in United States.
Trial summary
Adolescent non-users of e-cigarettes and cannabis (N = 1,462) participated in the in-class survey-based experiment. They were randomly shown 3 pairs of images featuring influencers promoting e-cigarettes alongside cannabis, (experimental group), or no-substance use or display (placebo treatment), or e-cigarette… Read more about this study
- Who is it for?
- Ages 16 to 17 years
- Conditions the study is for
- Electronic Nicotine Delivery Systems
- What is being tested?
- Influencer marketing
- Type of treatment
- Lifestyle or therapy programme
- Could I receive a placebo?
- No, everyone receives an active treatment
- How many people
- 1,462 participants
- Where
- 1 siteUnited States
- Study dates
- 25 Sep 2023to 30 Nov 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 16 to 17 years
- All sexes
- No healthy volunteers
- Child
Who may be able to join
- English fluency,
- Current California resident.
Who cannot join
- Not meeting these criteria:
- English fluency,
- Current California resident.
Trial locations and contacts
1 site in 1 country.
United States1 site
University of Southern California
Los Angeles, California, 90032
About this study
Adolescent non-users of e-cigarettes and cannabis (N = 1,462) participated in the in-class survey-based experiment. They were randomly shown 3 pairs of images featuring influencers promoting e-cigarettes alongside cannabis, (experimental group), or no-substance use or display (placebo treatment), or e-cigarette promotion alone (control). After viewing each pair of images, participants rated perceptions of influencer credibility (i.e., honesty, trustworthiness, knowledge) on the scale of 0 (e.g., dishonest) to 100 (honest).
Susceptibility to use e-cigarettes was assessed after participants viewed all the images. These outcomes were then compared among participants who perceived influencers as credible and those who perceived influencers as non-credible.
Read the detailed description
Adolescents (13-17 years of age) living in California were recruited by Tobacco Center of Regulatory Science at the University of Southern California (USC TCORS) to participate in the ADVANCE survey cohort focused on tobacco-related attitudes and behaviors. Participants completed the experiment, which was part of the survey at cohort's Wave 7, on Chromebooks in classroom. All participants provided informed consent and parental assent prior to participating in the experiment. The study was approved by the University of Southern California Institutional Review Board (HS-19-00682-AM016). Respondents were randomly shown 3 pairs of images featuring influencers promoting e-cigarettes (image 1) paired with cannabis (image 2), (experimental group), or no-substance use or display (two images featuring neutral profiles of influencers), (placebo treatment), or e-cigarette promotion (image 1) paired with a neutral profile (with no e-cigarette) of the influencer featured in image 1 (control).
- Conditions
- Electronic Nicotine Delivery Systems
- Being tested
- Influencer marketing
- Medical subject headings
- Vaping
What participants receive
What participants receive. In a randomised study each person is assigned to one group by chance.
Influencer marketingBehavioural
Participants viewed survey-imbedded promotional images featuring influencers
| Study group | Role | What they receive |
|---|---|---|
| Experimental group | Active comparator | Images featuring influencers promoting e-cigarettes alongside cannabis Receives: Behavioral: Influencer marketing |
| Placebo group | Active comparator | Images featuring neutral profiles of influencers not using or displaying any substances Receives: Behavioral: Influencer marketing |
| Control | Active comparator | Images featuring influencers promoting e-cigarettes alone Receives: Behavioral: Influencer marketing |
What is being measured
The primary outcome is the main question the study is designed to answer.
Perceptions of influencer credibility
Perceptions of influencer credibility (i.e., honesty, trustworthiness, knowledge) were assessed using a 0 (e.g., dishonest) -100 (e.g., honest) scale that has been validated in prior research.
Measured: assessed during the ~ 30-minute experiment, immediately after each of the three pairs of influencer images
Susceptibility to use e-cigarettes
Susceptibility to use e-cigarettes was measured using the validated three-item scale adapted from Population Assessment of Tobacco and Health (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)
Timeline
From the start of the study to its completion; the mark is today. Estimated dates are the sponsor’s plan.
- First posted9 Apr 2025
- Study start25 Sep 2023
- Primary completion30 Nov 2023
- Study completion30 Nov 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 Electronic Nicotine Delivery SystemsStudies of the same condition, open and under way.
- More trials run by University of Southern CaliforniaThe sponsor's other registered studies.
- 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
- Model description
- Images featuring influencers promoting e-cigarettes alongside cannabis products
- Masking
- None (open label)
- Enrolment
- 1,462 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
- Investigators
- Gina Klemm, Study director, University of Southern California
IDs, dates and publications
- ClinicalTrials.gov ID
- NCT06919263
- Sponsor's protocol ID
- HS-19-00682-AM016
- Other IDs
- T33DT6620
- Status last verified
- Mar 2025
- First submitted
- 20 Mar 2025
- Last updated
- 9 Apr 2025
- Results posted
- No
- Data monitoring committee
- No
- FDA-regulated drug
- No
- FDA-regulated device
- No
Publications
Vassey J, Chen-Sankey J, Unger JB. E-cigarette and Cannabis in Social Media Influencer Marketing and Its Effect on Adolescents: A Survey-Based Experiment. Nicotine Tob Res. 2026 Mar 24;28(4):658-667. doi: 10.1093/ntr/ntaf225.
PubMed 41182250
Study at a glance
From the registry record, last updated by the sponsor on 9 Apr 2025. Recruitment status is as the sponsor reported it: confirm with the study team.
- Official title
- Influencer E-Cigarette and Cannabis Marketing: a Survey-Based Experiment Among Adolescents
- ClinicalTrials.gov ID
- NCT06919263
- Acronym / sponsor ID
- HS-19-00682-AM016
- Conditions
- Electronic Nicotine Delivery Systems
- Study type
- Interventional
- Recruitment status
- Completed
- Enrolment
- 1,462 participants (actual)
- Lead sponsor
- University of Southern CaliforniaUniversity, hospital or other
- Study start
- 25 Sep 2023 (actual)
- Primary completion
- 30 Nov 2023 (actual)
- Study completion
- 30 Nov 2023 (actual)
- First posted
- 9 Apr 2025 (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.
Adolescent non-users of e-cigarettes and cannabis (N = 1,462) participated in the in-class survey-based experiment. They were randomly shown 3 pairs of images featuring influencers promoting e-cigarettes alongside cannabis, (experimental group), or no-substance use or display (placebo treatment), or e-cigarette promotion alone (control). After viewing each pair of images, participants rated perceptions of influencer credibility (i.e., honesty, trustworthiness, knowledge) on the scale of 0 (e.g., dishonest) to 100 (honest).
Susceptibility to use e-cigarettes was assessed after participants viewed all the images. These outcomes were then compared among participants who perceived influencers as credible and those who perceived influencers as non-credible.
Detailed description
Adolescents (13-17 years of age) living in California were recruited by Tobacco Center of Regulatory Science at the University of Southern California (USC TCORS) to participate in the ADVANCE survey cohort focused on tobacco-related attitudes and behaviors. Participants completed the experiment, which was part of the survey at cohort's Wave 7, on Chromebooks in classroom. All participants provided informed consent and parental assent prior to participating in the experiment. The study was approved by the University of Southern California Institutional Review Board (HS-19-00682-AM016). Respondents were randomly shown 3 pairs of images featuring influencers promoting e-cigarettes (image 1) paired with cannabis (image 2), (experimental group), or no-substance use or display (two images featuring neutral profiles of influencers), (placebo treatment), or e-cigarette promotion (image 1) paired with a neutral profile (with no e-cigarette) of the influencer featured in image 1 (control).
Study design
- Primary purpose
- Other
- Allocation
- Randomised
- Intervention model
- Factorial
- Masking
- None (open label)
- Number of arms
- 3
- Model description
- Images featuring influencers promoting e-cigarettes alongside cannabis products
| Arm | Type | Receives |
|---|---|---|
| Experimental group | Active comparator | Behavioral: Influencer marketingImages featuring influencers promoting e-cigarettes alongside cannabis |
| Placebo group | Active comparator | Behavioral: Influencer marketingImages featuring neutral profiles of influencers not using or displaying any substances |
| Control | Active comparator | Behavioral: Influencer marketingImages featuring influencers promoting e-cigarettes alone |
Who may qualify
- Ages
- 16 to 17 years
- Sex
- All
- Healthy volunteers
- Not accepted
- Age groups
- Child
Key inclusion criteria (2 listed)
- English fluency,
- Current California resident.
Key exclusion criteria (3 listed)
- 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 |
|---|---|---|
| Influencer marketingParticipants viewed survey-imbedded promotional images featuring influencers | Behavioural | Control, Experimental group, Placebo group |
Primary outcome
Perceptions of influencer credibility
Time frame: assessed during the ~ 30-minute experiment, immediately after each of the three pairs of influencer images
Perceptions of influencer credibility (i.e., honesty, trustworthiness, knowledge) were assessed using a 0 (e.g., dishonest) -100 (e.g., honest) scale that has been validated in prior research.
Susceptibility to use e-cigarettes
Time frame: one-time assessment after the experimental exposure (immediately post-treatment)
Susceptibility to use e-cigarettes was measured using the validated three-item scale adapted from Population Assessment of Tobacco and Health (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."
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 9 Apr 2025.
- Derived from this study: PubMed 41182250Vassey J, Chen-Sankey J, Unger JB. E-cigarette and Cannabis in Social Media Influencer Marketing and Its Effect on Adolescents: A Survey-Based Experiment. Nicotine Tob Res. 2026 Mar 24;28(4):658-667. doi: 10.1093/ntr/ntaf225.
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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.
Gina Klemm study director
University of Southern California
1 site in 1 country: see every site and its status.
Questions about this trial
What is this clinical trial studying?
A study testing Influencer marketing in people with Electronic Nicotine Delivery Systems, 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 2 inclusion and 3 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 9 Apr 2025. 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?
Perceptions of influencer credibility (time frame: assessed during the ~ 30-minute experiment, immediately after each of the three pairs of influencer images). The study lists 2 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 NCT06919263, 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 9 Apr 2025.