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Introduction: The use of nicotine through smoking and vaping is a risk factor for chronic diseases. Today, the younger generation (ages 16-25) is potentially exposed to nicotine-related marketing through using social media. Here, we assessed associations between nicotine consumption types and specific social media channel engagement, and whether there is a connection between channels, preferred content, and nicotine consumption type. Methods: This observational, cross-sectional, online survey was conducted among individuals aged 18-30 via a university's communication channels in three waves, capturing self-reported social media habits and nicotine use behaviors. Participants confirmed that they were at least 18 years old and proficient in German. The questionnaire was voluntary, pseudonymous, and conducted in accordance with General Data Protection Regulation. Nicotine users and non-users were welcome, and it was assumed that most people had some social media exposure. Only the leading social media platforms were reviewed. Multinomial logistic regressions examined the relationship between smoking status and social media usage intensity, with smokers serving as the dependent variable. Results: Overall, 300 questionnaires were completed and analyzed. An association was found between nicotine consumption behavior and social media channels, with vapers having the highest use of Instagram (OR, 1.905 vs. non-smokers, OR 1.469 vs. smokers) and X (OR, 1.241 vs. non-smokers, OR 1.409 vs. smokers) compared to other channels. YouTube (OR, 1.774) was the preferred platform for smokers vs. vapers, and Instagram (OR, 1.297) was the preferred platform for smokers vs. non-smokers. Smokers consumed more knowledge and science content (OR, 1.225) and less fashion and beauty content (OR, 0.756) than non-smokers. Smokers consumed significantly more news content (OR, 3.731), and substantially less gaming content (OR, 0.310) and fashion and beauty content (OR, 0.451) than vapers. Discussion: Our study highlights a potential association between social media use and nicotine consumption in Germany. It raises questions about how the nicotine industry uses visual and linguistic methods to foster addictive behaviors by promoting tobacco accessories, which circumvent the current bans.
Hanke et al. (Mon,) studied this question.