Facebook and Smoking Cessation Interventions: Characterizing the Crush the Crave Facebook Page Content
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Abstract
Background: Social networking sites, particularly Facebook, are increasingly included in contemporary smoking cessation interventions directed towards young adults. Little is known about the role of Facebook in smoking cessation interventions directed towards young adults. Facebook remains an under-examined medium for health promotion.
Objectives: The aim of this study was to characterize the content of posts on the Facebook page of Crush the Crave (CTC), a research-based smoking cessation intervention directed towards young adults aged 19 to 29.
Methods: CTC Facebook posts between October 10, 2012 and June 12, 2013 were collected for analysis. Of the 399 posts included for analysis, 121 were original posts while the remaining 278 were reply posts. Posts were coded according to themes using Framework Analysis.
Results: We found that the original CTC Facebook posts served two main purposes, to support smoking cessation and to market CTC. The majority of the original posts (83 out of 121)(71%) conveyed support of smoking cessation through the following seven subthemes: encouraging cessation, group stimulation, management of cravings, promoting social support, denormalizing smoking, providing health information, and exposing tobacco industry tactics. The remaining original posts (35 out of 121) (29%) aimed to market CTC through two subthemes: CTC promotion and iPhone 5 contest promotion. Most of the reply posts (214 out of 278) (77%) were in response to the supporting smoking cessation posts and the remaining 64 (23%) were in response to the marketing CTC posts. The most common response to both the supporting smoking cessation and marketing CTC posts was user engagement with the images associated with each post at 39% (86 out of 214) and 45% (29 out of 64) respectively. The second most common response consisted of users sharing their smoking-related experiences. More users shared their smoking-related experiences in response to the supporting smoking cessation posts (81 out of 214) (38%) compared to the marketing CTC posts (11 out of 64) (17%). With the exception of four, a moderator posted all of the original posts. In addition, although 56% of CTC Facebook page users are men, only 20% of the reply posts were made by men. Finally, men were more likely to express sarcasm or make strong assertions about quitting smoking and CTC than women.
Conclusion: The CTC Facebook page is a useful tool for providing individuals with opportunities to give and receive support throughout the smoking cessation process. The inclusion of social networking sites, especially Facebook, in tobacco control efforts directed towards young adults warrant consideration. Research on effectiveness of the Facebook page for quitting smoking is needed.
Objectives: The aim of this study was to characterize the content of posts on the Facebook page of Crush the Crave (CTC), a research-based smoking cessation intervention directed towards young adults aged 19 to 29.
Methods: CTC Facebook posts between October 10, 2012 and June 12, 2013 were collected for analysis. Of the 399 posts included for analysis, 121 were original posts while the remaining 278 were reply posts. Posts were coded according to themes using Framework Analysis.
Results: We found that the original CTC Facebook posts served two main purposes, to support smoking cessation and to market CTC. The majority of the original posts (83 out of 121)(71%) conveyed support of smoking cessation through the following seven subthemes: encouraging cessation, group stimulation, management of cravings, promoting social support, denormalizing smoking, providing health information, and exposing tobacco industry tactics. The remaining original posts (35 out of 121) (29%) aimed to market CTC through two subthemes: CTC promotion and iPhone 5 contest promotion. Most of the reply posts (214 out of 278) (77%) were in response to the supporting smoking cessation posts and the remaining 64 (23%) were in response to the marketing CTC posts. The most common response to both the supporting smoking cessation and marketing CTC posts was user engagement with the images associated with each post at 39% (86 out of 214) and 45% (29 out of 64) respectively. The second most common response consisted of users sharing their smoking-related experiences. More users shared their smoking-related experiences in response to the supporting smoking cessation posts (81 out of 214) (38%) compared to the marketing CTC posts (11 out of 64) (17%). With the exception of four, a moderator posted all of the original posts. In addition, although 56% of CTC Facebook page users are men, only 20% of the reply posts were made by men. Finally, men were more likely to express sarcasm or make strong assertions about quitting smoking and CTC than women.
Conclusion: The CTC Facebook page is a useful tool for providing individuals with opportunities to give and receive support throughout the smoking cessation process. The inclusion of social networking sites, especially Facebook, in tobacco control efforts directed towards young adults warrant consideration. Research on effectiveness of the Facebook page for quitting smoking is needed.
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