ASPO Abstracts
Social Media-Enabled Smoking Cessation Pilot Studies Among Underserved Pregnant and Postpartum Women
Category: Behavioral Science & Health Communication
Conference Year: 2019
Abstract Body:
Purpose: Online social networks may reduce the burden of smoking cessation interventions to the extent that they overcome in-person visit barriers and may foster peer social support for staying abstinence. Methods: We conducted two pilot studies to evaluate the feasibility and acceptability of using online social networks to deliver a smoking relapse prevention intervention among underserved low-income inner city women. Partner with the Women, Infants, and Children program, eligible women who were in their second trimester and quit smoking in the past 7 days were recruited to either use Facebook or Twitter to receive smoking relapse prevention materials and connect with other women like them. Message content were extracted from evidence-based materials and grounded in cognitive-social theory. A variety of engagement strategies were implemented to foster community bonding and involvement. We used Facebook and Twitter to continue conversations about the topic of the day, share links to relevant content, and provide support when participants reported a lapse or experienced any stressor.Results: 40 women were enrolled into the Facebook group and 36 were enrolled into the Twitter group. 78% of participants are African American, 62% with a household income < $15000, 86% with a household smoker and with a mean age of 28. In the Facebook group, 90% of participants viewed all messages and 66% commented/replied once. 76% of the study messages were favored by at least one participant. For the Twitter group, only 36% of the participants commented/replied at least once. 57 of the study messages were endorsed by at least one participant. 1-month postpartum assessment and interview show that participants perceived the study messages are helpful and useful with regard to cope with their daily stressors and craving. 56% participants reported intention to stay smoking free. The frequencies and intensity of the intervention were suggested to improved. Barriers to use Twitter were mentioned. Conclusions: Using social media platforms to deliver smoking cessation messages and foster support group bonding is feasible. Future research should investigate different engagement strategies and evaluate the efficacy and cost-effectiveness of social media interventions.
Keywords: social media, smoking cessation, underserved smokers