Influencer Marketing: a Survey-based Experiment Among Adolescents

Adolescents (13-17 years of age) living in California were recruited by Qualtrics marketing research panel to participate in a survey on tobacco-related attitudes and behaviors. Qualtrics, a research panel agency, has been used in prior research to survey adolescents about their tobacco-related attitudes and behaviors. Participants were provided with a survey URL link. After completing informed consent, participants completed the survey online. The study was approved by the University of Southern California Institutional Review Board (UP-21-00352). Respondents were randomly assigned to watch 10 10-second long TikTok videos in either experimental (influencers promoting e-cigarettes alongside healthy lifestyle activities) or control group (influencers promoting e-cigarettes alone).