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Updated: Jan 23, 2026

Measuring Engagement of Spectators of Social Digital Games
Published on: July 3, 2021
Relationship between social media engagement and e-cigarette policy support
Anuja Majmundar1, Chih-Ping Chou1, Tess B Cruz1
1Department of Preventive Medicine, University of Southern California, 2001 North Soto Street, 3rd Floor, Los Angeles, CA 90032, United States.
Greater engagement with online tobacco content is linked to less support for e-cigarette regulations. This highlights a key audience for tobacco policy education efforts.
Area of Science:
- Public Health
- Social Media Analysis
- Tobacco Control Policy
Background:
- Growing efforts to regulate e-cigarettes necessitate understanding public support for tobacco policies.
- Social media engagement with tobacco content is a potential factor influencing attitudes towards e-cigarette regulation.
Purpose of the Study:
- To investigate the association between online engagement with tobacco content and support for e-cigarette regulatory policies.
- To hypothesize that increased online tobacco content interaction correlates with decreased support for e-cigarette regulations.
Main Methods:
- Constructed Twitter user networks discussing tobacco, categorizing users by engagement metrics (leaders, followers, general users).
- Administered online surveys to assess participants' online tobacco content engagement, support for e-cigarette regulations, marketing exposure, and usage.
- Employed structural equation modeling to analyze the relationship between online engagement and policy support.
Main Results:
- The study analyzed 470 participants, with the structural equation model showing good fit.
- Findings confirmed the hypothesis: higher engagement with online tobacco content was negatively associated with support for e-cigarette policies.
- This association remained significant after controlling for e-cigarette use, marketing exposure, social media frequency, and demographics.
Conclusions:
- The hypothesis was supported, indicating a negative correlation between online tobacco content engagement and support for e-cigarette regulations.
- Individuals engaging with tobacco content online and opposing e-cigarette policies represent a target audience for educational interventions.
- Tailored educational messages are crucial for this audience segment to foster informed attitudes toward e-cigarette policy.
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