Role of Social Media Marketing in Cigarette Smoking Cessation- A Systematic Review

Abstract

Background : As digital media connects global populations in unparalleled ways, social media platforms like WhatsApp, Facebook, Twitter, and Instagram are emerging as potent tools for health promotion. With India witnessing an alarming rise in tobacco consumption, the reach and accessibility of social media offer novel avenues to promote smoking cessation. This systematic review examines the role of social media marketing in cigarette smoking cessation, mapping its evolution, challenges, and potential as an intervention tool. Methods : Following the PRISMA guidelines, a search was conducted on databases including PubMed, Trip-database, and Google Scholar from January 2001 to January 2021. The methodological quality of selected studies was evaluated using the Jonna Briggs institution critical appraisal checklist -2020 and Grading of Recommendations, Assessment, Development and Evaluations (GRADE) system. Results : Out of 1043 identified articles, 10 met the inclusion criteria. Findings suggested platforms like WhatsApp and WeChat offer unique advantages for smoking cessation. Facebook, given its global popularity, has emerged as a potent tool for behavioral health interventions. Moreover, there's evidence of increased engagement and success rate of cessation campaigns when delivered via social media as opposed to traditional methods. While promising, the use of social media in health interventions isn't devoid of challenges. The digital divide, privacy concerns, misinformation, and quality of interaction remain barriers to harnessing the full potential of such platforms. Conclusion : Social media presents a powerful adjunct tool for traditional smoking cessation programs. Its global reach and accessibility offer unique advantages, although challenges remain. With the right strategies, social media can play a pivotal role in global health campaigns against tobacco consumption.