Like, Share, and Quit: Young Adults’ Engagement with Tobacco-related Content on Social Media and Its Role in Cessation

Background: With restrictions on traditional advertising, social media has emerged as a platform that simultaneously promotes tobacco use and supports cessation efforts. However, limited evidence exists on how young adults engage with tobacco-related content online and its role in quitting. This study assessed young adults’ exposure to, engagement with, and perceptions of tobacco-related content on social media and its influence on cessation behaviors. Methodology: A cross-sectional, online questionnaire survey was conducted from June to August 2025 among 260 young adults (18–35 years) in Pondicherry, India. A structured, validated questionnaire assessed demographics, tobacco use, social media usage, engagement with tobacco-related content, and perceptions. Data were analyzed using descriptive statistics and Chi-square tests to determine associations between social media exposure and influence on quitting tobacco. Results: The mean age of participants was 23.8 ± 4.6 years; 51.9% were male, and 43.1% were current tobacco users. YouTube (43.5%) and Instagram (37.7%) were the most used platforms. Half of the respondents reported occasional or frequent exposure to tobacco-related content. Engagement included liking (21.5%), sharing (17.7%), and joining cessation groups (14.2%). Among tobacco users, 29.6% of respondents reported being influenced by social media to attempt quitting. A significant association was found between average daily time spent on social media and influence to quit ( P = 0.03), indicating greater influence among heavy users. Other exposure and engagement factors showed nonsignificant but positive trends ( P > 0.05). Overall, 70.4% agreed that social media could positively aid cessation, suggesting strategies such as interactive campaigns and influencer-led messaging. Conclusions: Social media exerts a dual influence – both promoting and discouraging tobacco use. The significant link between higher social media engagement and quit influence highlights its potential for youth-oriented, evidence-based digital cessation initiatives in India.