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Nicotine Tob Res. 2014 Feb;16(2):247-51. doi: 10.1093/ntr/ntt157. Epub 2013 Oct 14.

Exploring the viability of using online social media advertising as a recruitment method for smoking cessation clinical trials.

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1
School of Pharmacy, University of Tasmania, Launceston, Tasmania, Australia;

Abstract

INTRODUCTION:

The aim of the present study was to explore the viability of using social media as a recruitment tool in a clinical research trial. Sociodemographic data and smoking characteristics were assessed in 266 participants recruited to investigate the effectiveness of a behavioral support program for smoking cessation.

METHODS:

For analysis, participants were separated into 2 groups based on whether they were recruited either using traditional means (flyers, word of mouth, or newspaper advertisement; n = 125, 47.0%) or by advertisements in online social media (n = 138, 51.9%).

RESULTS:

Participants recruited via social media were significantly younger, but there were no differences in other socioeconomic variables or smoking characteristics compared with participants recruited via other traditional means.

CONCLUSIONS:

The findings of the present study suggest that using online social media is a viable recruitment method for smoking studies and compliments other more traditional recruitment methods.

PMID:
24127266
DOI:
10.1093/ntr/ntt157
[Indexed for MEDLINE]

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