College Students' Exposure and Engagement with Tobacco-related Social Media

Abstract

Objectives: In this study, we examine the prevalence and demographic, social, and behavioral characteristics associated with college students' exposure to and engagement with tobaccorelated social media, in a diverse sample from the Marketing and Promotions Across Colleges in Texas Study (N = 4384). Methods: We used multiple logistic regression to examine cross-sectional associations between characteristics and exposure and engagement. Results: Overall, 30% of students reported past 30-day exposure to tobacco advertising on social media. Exposure was greatest for e-cigarette advertisements on Facebook. A total of 23% reported engagement. Anti-engagement activities, like posting links to anti-tobacco messaging, were more prevalent than pro-engagement. Racial/ethnic minorities, 2-year college students, dual/poly-users, higher social media users, students with friends who use tobacco, and students with higher depressive symptoms were significantly more likely to report exposure. Racial/ethnic minorities, sexual/gender minorities, 2-year college students, dual/poly-users, higher social media users, and students with higher depressive symptoms were more likely to report pro-engagement. Sexual/gender minorities, non-users and dual/poly-users (vs single-product users), higher social media users, students with friends who use tobacco, and students with higher depressive symptoms were more likely to report anti-engagement. Females were more likely to report hookah advertising exposure and anti-tobacco engagement. Conclusions: We discuss the regulatory and practical implications.