University Of Tasmania

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Exploring the viability of using online social media advertising as a recruitment method for smoking cessation clinical trials

conference contribution
posted on 2023-05-24, 12:44 authored by Mai FrandsenMai Frandsen, Walters, JAE, Stuart FergusonStuart Ferguson

Introduction: The aim of the present study was to explore the viability of using social media as a recruitment tool in a clinical research trial. Socio-demographic data and smoking characteristics were assessed in 266 participants recruited to investigate the effectiveness of a behavioural support program for smoking cessation.

Methods: For analysis, participants were separated into two groups based on whether they were recruited using either traditional means (flyers, word of mouth, or newspaper advertisement; n = 125, 47.0%) or by advertisements in online social media (n = 138, 51.9%).

Results: Participants recruited via social media were significantly younger but there were no differences in other socioeconomic variables or smoking characteristics, compared to participants recruited via other traditional means.

Conclusions: The findings of the present study suggest that using online social media is a viable recruitment method for smoking studies and compliments other more traditional recruitment methods.


Cancer Council of Tasmania


Publication title

Society For Research On Nicotine and Tobacco 20th Annual Meeting




School of Health Sciences

Event title

Society For Research On Nicotine and Tobacco 20th Annual Meeting

Event Venue

Seattle, Washington, USA

Date of Event (Start Date)


Date of Event (End Date)


Repository Status

  • Restricted

Socio-economic Objectives

Public health (excl. specific population health) not elsewhere classified

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