بازاریابی شاهدانه در رسانه های اجتماعی و سنتی و استفاده در بین نوجوانان
Abstract
Methods
Results
Discussion
Conclusion
References
Abstract
Purpose: The objective of this study was to examine adolescents’ self-reported exposure to cannabis marketing in states with legalized cannabis and its association with past-year cannabis use. Methods: We conducted a cross-sectional, online panel survey of 469 adolescents aged 15e19 years residing in four states with legal retail cannabis for adult use. Adolescents self-reported exposure to cannabis marketing on social or traditional media (i.e., outdoor or print) and past-year cannabis use. Logistic regression generated estimated odds of youths’ past-year cannabis use by marketing exposure after adjusting for demographic factors and cannabis-related social norms. Results: Exposure to cannabis marketing on Facebook, Twitter, and Instagram was associated with increased odds of past-year cannabis use of 96% (95% confidence interval [CI]: 15%e234%), 88% (95% CI: 11%e219%), and 129% (95% CI: 32%e287%), respectively. Odds of past-year cannabis use increased by 48% (95% CI: 16%e87%) with each additional social media platform where adolescents reported exposure. Conclusions: Despite restrictions that prohibit cannabis advertising on social media, adolescents are exposed to cannabis marketing via social media, and this exposure is associated with recent cannabis use. States should consider further regulation of cannabis marketing on social media.
Results
The analytic sample included 469 participants (70% female, 26% male, and 4% other) after excluding 28 youth with missing data on cannabis use or demographic factors (Table 1). A majority of participants (61%) were from California, with 13.6% from Colorado, 7.9% from Nevada, and 17.9% from the State of Washington. All adolescents in the sample reported using at least one social media platform. Most adolescents (93.6%) in the sample reported some form of exposure to cannabis marketing (Table 2). A majority of adolescents reported seeing cannabis marketing on at least one social media platform, with a higher proportion of past-year cannabis users reporting exposure (89.6%) than nonusers (74.0%; p < .001). Of the three social media platforms examined, the proportion of adolescents reporting exposure to marketing via Facebook was highest, and more past-year cannabis users reported exposure on Facebook (72.4%) than those who did not use cannabis in the past year (52.5%, p < .001). Of the traditional platforms, exposure to outdoor advertising (e.g., billboards) was more common (72.9%) than exposure via newspapers or magazines (43.1%). A higher proportion of cannabis users (79.9%) reported exposure to outdoor advertising than nonusers (70.1%; p ¼ .033). Cannabis marketing exposure on Instagram was higher for blacks than for other racial/ethnic groups and on Facebook and Twitter for older adolescents versus younger adolescents, but no other differences in exposure were observed by demographic variables (Supplemental Table S1). When controlling for demographic factors, injunctive norms about cannabis use, cannabis outcome expectancies, and the interaction between gender and cannabis outcome expectancies, we found that past-year cannabis use was positively associated with perceived exposure to cannabis marketing. The increase was highest for Instagram (odds ratio [OR] ¼ 2.29; 95% confidence interval [CI]: 1.32e3.97), followed by Facebook (OR ¼ 1.96; 95% CI: 1.15e3.34), and Twitter (OR ¼ 1.88; 95% CI: 1.11e3.19) (Table 3). There were no associations between exposure to cannabis advertising outdoors (e.g., billboards) or via newspapers/magazines and past-year cannabis use (Supplemental Table S2).