E-cigarette content on social media and use frequency among U.S. adolescents

This study examined the relationship between e-cigarette-related social media exposure and e-cigarette use frequency among U.S. adolescents. Analyzing 2023 National Youth Tobacco Survey data using Bayesian models, we found a dose-response association: greater exposure to e-cigarette content on social media was associated with higher e-cigarette use frequency. Compared to less frequent exposure, monthly (IRR = 1.53, 95% CI = 1.07–2.07), weekly (IRR = 1.85, 95% CI = 1.42–2.49), and daily (IRR = 3.20, 95% CI = 2.45–4.77) exposure were associated with higher e-cigarette use frequency. Similarly, monthly (IRR = 4.74, 95% CI = 2.51–8.57), weekly (IRR = 4.59, 95% CI = 1.92–8.57), and daily (IRR = 6.59, 95% CI = 3.89–15.96) e-cigarette-related postings were associated with e-cigarette use frequency. Higher e-cigarette use frequency was also found for monthly, weekly, and daily interactions. Social media may influence adolescent e-cigarette risk behaviours, underscoring the need for monitoring and prevention in digital spaces.