Bidirectional Associations Between Engagement with Tobacco Information on Social Media and Young Adults’ Depressive Symptoms: A Longitudinal Cross-Lagged Analysis

This study examined the cross-lagged associations between self-reported exposure to and engagement with tobacco/nicotine information on social media and depressive symptoms among young adults. Participants were 4267 20–32-year-olds (Mage 23.28, SD = 2.30 at baseline, 64.8% females) recruited in the Marketing and Promotions across Colleges in Texas study. Data for this study were collected in spring 2017 (baseline) and spring 2018 (follow-up). Results indicate that although self-reported exposure to and engagement with tobacco information, which were dichotomized, did not significantly predict subsequent depressive symptoms, young adults with clinically significant symptoms of depression were more likely than their peers to be exposed to (β = 0.10, p < 0.001) and engage with (βpro = 0.08, p < 0.01; βanti = 0.08, p < 0.05) tobacco information on social media one year later. The findings indicate that young adults with depressive symptoms may be susceptible to persuasive tobacco marketing on social media and in turn to potentially using tobacco and nicotine products. Findings call for regulation around tobacco marketing information on social media, especially for young adults with elevated depressive symptoms, a group at heightened risk for tobacco and ENDS use.