Exploring the viability of using online social media advertising as a recruitment method for smoking cessation
Mai Frandsen1, Julia Walters, Stuart G Ferguson
1School of Pharmacy, University of Tasmania, Launceston, Tasmania, Australia;
Introduction:
The aim of the present study was to explore the viability of using social media as a recruitment tool in a clinical research trial. Sociodemographic data and smoking characteristics were assessed in 266 participants recruited to investigate the effectiveness of a behavioral support program for smoking cessation.
Methods:
For analysis, participants were separated into 2 groups based on whether they were recruited either using traditional means (flyers, word of mouth, or newspaper advertisement; n = 125, 47.0%) or by advertisements in online social media (n = 138, 51.9%).
Results:
Participants recruited via social media were significantly younger, but there were no differences in other socioeconomic variables or smoking characteristics compared with participants recruited via other traditional means.
Conclusions:
The findings of the present study suggest that using online social media is a viable recruitment method for smoking studies and compliments other more traditional recruitment methods.
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