Authors: Haupt MR, Xu Q, Yang J, Cai M, Mackey TK
Journal: Journal of Medical Internet Research
Year Published: 2021
Type: Original Research
Abstract:
Background
In response to recent policy efforts to regulate tobacco and vaping products, the vaping industry has been aggressive in mobilizing opposition by using a network of manufacturers, trade associations, and tobacco user communities, and by appealing to the general public. One strategy the alternative tobacco industry uses to mobilize political action is coordinating on social
media platforms, such as the social networking site Facebook. However, few studies have specifically assessed how platforms such as Facebook are used to influence public sentiment and attitudes towards tobacco control policy.

Objective
This study used social network analysis to examine how the alternative tobacco industry uses Facebook to mobilize online users to influence tobacco control policy outcomes with a focus on the state of California.

Methods
Data were collected from local and national alternative tobacco Facebook groups that had affiliations with activities in the state of California. Network ties were constructed based on users’reactions to posts (eg, “like” and “love”) and comments to characterize political mobilization networks.

Results
Findings show that alternative tobacco industry employees were more likely to engage within these networks and that these employees were also more likely to be influential members (ie, be more active) in the network. Comparisons between subnetworks show that communication within the local alternative tobacco advocacy group network was less dense and more centralized in contrast to a national advocacy group that had overall higher levels of engagement among members. A timeline analysis found that a higher number of influential posts that disseminated widely across networks occurred during e-cigarette–related legislative events, suggesting strategic online engagement and increased mobilization of online activity for the purposes of
influencing policy outcomes.

Conclusions
Results from this study provide important insights into how tobacco industry–related advocacy groups leverage the Facebook platform to mobilize their online constituents in an effort to influence public perceptions and coordinate to defeat tobacco control efforts at the local, state, and federal level. Study results reveal one part of a vast network of socially enabled alternative tobacco industry actors and constituents that use Facebook as a mobilization point to support goals of the alternative tobacco industry.
Citation:
Haupt MR, Xu Q, Yang J, Cai M, Mackey TK. Network Analysis of Vaping Industry Influence and Mobilization on Facebook. J Med Internet Res. 2021; in press

Authors: Xu Q, Yang J, Haupt MR, Cai M, Nali M, Mackey TK
Journal: International Journal of Environmental Research and Public Health
Year Published: 2021
Type: Article
Abstract:
Growing popularity of electronic nicotine-delivery systems (ENDS) has coincided with a need to strengthen tobacco-control policy. In response, the ENDS industry has taken actions to mobilize against public health measures, including coordination on social media platforms. To explore this phenomenon, data mining was used to collect public posts on two Facebook public group pages: the California Consumer Advocates for Smoke Free Alternatives Association (CCASAA) and the community page of the Northern California Chapter of SFATA (NC-SFATA). Posts were manually annotated to characterize themes associated with industry political interference and user interaction. We collected 288 posts from the NC-SFATA and 411 posts from CCASAA. A total of 522 (74.7%) posts were categorized as a form of political interference, with 339 posts (64.9%) from CCASAA and 183 posts (35.1%) from NC-SFATA. We identified three different categories of policy interference- related posts: (1) providing updates on ENDS-related policy at the federal, state, and local levels; (2) sharing opinions about ENDS-related policies; (3) posts related to scientific information related to vaping; and (4) calls to action to mobilize against tobacco/ENDS policies. Our findings indicate that pro-tobacco social media communities on Facebook, driven by strategic activities of trade associations and their members, may act as focal points for anti policy information dissemination, grass-roots mobilization, and industry coordination that needs further research.
Citation:
Xu Q, Yang J, Haupt MR, Cai M, Nali M, Mackey TK. Digital Surveillance to Identify California Alternative and Emerging Tobacco Industry Policy Influence and Mobilization on Facebook. Int. J. Environ. Res. Public Health. 2021; 18(21), 11150; https://doi.org/10.3390/ijerph182111150

Authors: Purushothaman V, Cuomo RE, Leas E, Li J, Strong D, Mackey TK

Authors: Purushothaman V, Cuomo RE, Li J, Mackey TK

Authors: Purushothaman V, Cuomo RE, Li J, Nali M, Mackey TK