Crowdsourced peer-versus expert-written smoking-cessation messages

Heather L. Coley, Rajani S. Sadasivam, Jessica H. Williams, Julie E. Volkman, Yu Mei Schoenberger, Connie L. Kohler, Heather Sobko, Midge N. Ray, Jeroan J. Allison, Daniel E. Ford, Gregg H. Gilbert, Thomas K. Houston

Research output: Contribution to journalArticlepeer-review

26 Scopus citations

Abstract

Background Tailored, web-assisted interventions can reach many smokers. Content from other smokers (peers) through crowdsourcing could enhance relevance. Purpose To evaluate whether peers can generate tailored messages encouraging other smokers to use a web-assisted tobacco intervention (Decide2Quit.org). Methods Phase 1: In 2009, smokers wrote messages in response to scenarios for peer advice. These smoker-to-smoker (S2S) messages were coded to identify themes. Phase 2: resulting S2S messages, and comparison expert messages, were then e-mailed to newly registered smokers. In 2012, subsequent Decide2Quit.org visits following S2S or expert-written e-mails were compared. Results Phase 1: a total of 39 smokers produced 2886 messages (message themes: attitudes and expectations, improvements in quality of life, seeking help, and behavioral strategies). For not-ready-to-quit scenarios, S2S messages focused more on expectations around a quit attempt and how quitting would change an individual's quality of life. In contrast, for ready-to-quit scenarios, S2S messages focused on behavioral strategies for quitting. Phase 2: In multivariable analysis, S2S messages were more likely to generate a return visit (OR=2.03, 95% CI=1.74, 2.35), compared to expert messages. A significant effect modification of this association was found, by time-from-registration and message codes (both interaction terms p<0.01). In stratified analyses, S2S codes that were related more to "social" and "real-life" aspects of smoking were driving the main association of S2S and increased return visits. Conclusions S2S peer messages that increased longitudinal engagement in a web-assisted tobacco intervention were successfully collected and delivered. S2S messages expanded beyond the biomedical model to enhance relevance of messages. Trial registration This study is registered at www.clinicaltrials.gov NCT00797628 (web-delivered provider intervention for tobacco control [QUIT-PRIMO]) and NCT01108432 (DPBRN Hygienists Internet Quality Improvement in Tobacco Cessation [HiQuit]).

Original languageEnglish (US)
Pages (from-to)543-550
Number of pages8
JournalAmerican journal of preventive medicine
Volume45
Issue number5
DOIs
StatePublished - Nov 2013

ASJC Scopus subject areas

  • Epidemiology
  • Public Health, Environmental and Occupational Health

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