Smoker-to-Smoker (S2S) Peer Marketing and Messaging to Disseminate Tobacco Interventions

Study Overview
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Brief Summary
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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.

Detailed Description
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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.

Official Title
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Smoker-to-Smoker (S2S) Peer Marketing and Messaging to Disseminate Tobacco

Conditions
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Smoking Cessation

Intervention / Treatment
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* Behavioral: Recommender CTHC
* Behavioral: Standard CTHC
* Other: Peer Recruitment
* Other: Standard Online Recruitment


Participation Criteria
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Eligibility Criteria
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Inclusion Criteria: 18 years of Age or older Current smoker Exclusion Criteria: Under 18 years of age Non-smoker

Ages Eligible for Study
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Minimum Age: 18 Years

Sexes Eligible for Study
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All

Accepts Healthy Volunteers
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Accepts Healthy Volunteers

Study Plan
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How is the study designed?
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Design Details

Primary Purpose: Treatment
Allocation: Randomized
Intervention Model: Factorial Assignment
Interventional Model Description: Using a 2×2 factorial design, we 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 that was demonstrated to be effective in our previous trial.
Masking: Double


Arms and Interventions

| Participant Group/Arm | Intervention/Treatment |
| --- | --- |
| Experimental: Fully enhanced<br>Peer recruitment and recommender CTHC | Behavioral: Recommender CTHC<br>* Enhanced Messaging<br>Other: Peer Recruitment<br>* Tools to facilitate smokers' recruiting their peers<br>|
| Experimental: Recommender CTHC only<br>Recommender CTHC and standard online recruitment | Behavioral: Recommender CTHC<br>* Enhanced Messaging<br>Other: Standard Online Recruitment<br>* Search Engine and Social Media Advertisements<br>|
| Experimental: Peer recruitment only<br>Peer recruitment and standard CTHC | Behavioral: Standard CTHC<br>* Standard Messaging<br>Other: Peer Recruitment<br>* Tools to facilitate smokers' recruiting their peers<br>|
| Experimental: Standard<br>Standard online recruitment and standard CTHC | Behavioral: Standard CTHC<br>* Standard Messaging<br>Other: Standard Online Recruitment<br>* Search Engine and Social Media Advertisements<br>|

What is the study measuring?
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Primary Outcome Measures

| Outcome Measure | Measure Description | Time Frame |
| --- | --- | --- |
| 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 | At 6 months post registration | 

Secondary Outcome Measures

| Outcome Measure | Measure Description | Time Frame |
| --- | --- | --- |
| 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. | 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). | 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 | 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). | At Baseline Registration |