The research study, "Smoker-to-Smoker (S2S) Peer Marketing and Messaging to Disseminate Tobacco Interventions" will test two smoker-driven, social marketing innovations to recruit and engage smokers in Decide2Quit.org (Decide2Quit), which is an evidence-based, effective "Digital Intervention for Smoking Cessation".
S2S has many innovations that are designed to utilize the power of peers and social networks for dissemination. These include: Peer recruitment: Tools to facilitate smokers' recruiting their peers to increase Decide2Quit access; and a recommender computer tailored health communication (recommender CTHC): a Complex machine learning algorithm (recommender systems) that uses smokers' feedback (explicit and implicit) in the current and prior studies to adapt its selection of messages to smokers. Using a 2×2 factorial design, the study will compare individually and collectively the enhancements (recruitment, use, and effectiveness) offered by the S2S functions over the standard version of Decide2Quit (online recruitment and standard CTHC), an active comparison group.
Study Type
INTERVENTIONAL
Allocation
RANDOMIZED
Purpose
TREATMENT
Masking
DOUBLE
Enrollment
1,487
Enhanced Messaging
Standard Messaging
Tools to facilitate smokers' recruiting their peers
University of Massachusetts Medical School
Worcester, Massachusetts, United States
Smoking Cessation
Smoking cessation measured by the 7-day point prevalence question: Six month, 7-day point prevalence : Do you currently smoke cigarettes (smoked even 1 puff in the last 7 days)? * Yes * No * Don't know/not sure * Refused
Time frame: At 6 months post registration
Change in the Number of Cigarettes Smoked
Calculated as: number of cigarettes smoked at six months minus the number of number of cigarettes smoked at baseline.
Time frame: At 6 months post registration
Repeated Use of Decide2Quit Functions
As measured by, an ordinal scale of number of Decide2Quit functions used after the first DISC visit (0: no functions used; 1: use of 1-2 functions, 2: \> 2 functions used).
Time frame: Throughout study (tracked for 6 months post registration)
Recruitment of African Americans
This is measured by the proportion of African Americans in each treatment arm
Time frame: At Baseline Registration
Recruitment Time
Calculated as: each individual participant's recruitment date minus the date of the first participant's registration. Based on this formula, the first participant will have a recruitment time of 0 days and the last participant could have a maximum recruitment time of 3 years (1095 days).
Time frame: At Baseline Registration
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