Using Tumblr to reach and engage young adult smokers: A proof of concept in context

Megan A. Jacobs, Sarah Cha, Andrea C. Villanti, Amanda L. Graham

Research output: Contribution to journalArticlepeer-review

Abstract

Objectives: To describe a proof of concept social media strategy to reach and engage young adult smokers on the social media site Tumblr. Methods: This strategy includes creating novel, branded content, conducting proactive outreach to current and former smokers, and fostering user engagement and support within Tumblr. This social media strategy is reviewed in the context of other young adult social media-based cessation interventions and other Tumblr-based health interventions. Results: Steady community growth and positive qualitative feedback constitute early indicators of impact. Conclusions: Unique challenges and limitations of data extraction from Tumblr may complicate formal evaluation efforts. Future research should consider offline or hybrid methods to mitigate these challenges.

Original languageEnglish (US)
Pages (from-to)48-54
Number of pages7
JournalAmerican Journal of Health Behavior
Volume40
Issue number1
DOIs
StatePublished - Jan 1 2016
Externally publishedYes

Keywords

  • E-Health
  • Peer support networks
  • Social media
  • Tobacco cessation
  • Tumblr

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health
  • Health(social science)
  • Social Psychology

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