Peer-Mentored Social Media Groups for Youth Vaping Cessation: Single-Arm Pilot Trial

Abstract

Abstract Background Using social media to deliver e-cigarette cessation interventions to young people is a promising approach, but low participant engagement and retention may undermine intervention efficacy. Peer mentoring holds great potential to address these issues. Objective This study aimed to understand the feasibility and acceptability of integrating peer mentoring into a social media–based intervention to help young people quit e-cigarette use. Methods We conducted a single-arm pilot trial with 24 e-cigarette users (aged 16‐21 years). Participants were assigned to 1 of 2 Instagram groups, where they received an existing vaping cessation intervention, Quit the Hit (QTH), in which a trained counselor posted 1 to 3 evidence-based vaping cessation messages on weekdays over 5 weeks. As an adjunct to QTH, each group included 2 peer mentors of similar age as participants who had successfully quit vaping. The mentors provided social support and shared their quitting experiences. Participants completed a baseline survey and a follow-up survey at the end of the intervention (week 5) and were invited to participate in postintervention focus groups. Results Participants’ mean age was 18.6 (SD 1.2) years, and 58.3% (14/24) were male. Most (20/24, 83.3%) identified as straight/heterosexual, 29.2% (7/24) identified as non-Hispanic White, and 45.8% (11/24) were high school students. On average, participants vaped e-cigarettes 5.1 (SD 1.7) days per week, and 33.3% (8/24) reported daily vaping. All participants (24/24, 100%) had made at least one quit attempt in the past year. Nearly all participants (23/24, 95.8%) engaged in the group by either posting or liking others’ comments at least once. Mean program engagement was 28.8 (SD 27.3) posts or likes over the 5 weeks. The study retention rate was 91.7% (22/24) at week 5. Using an intent-to-treat approach, 66.7% (16/24) of participants were abstinent (7-day point prevalence abstinence) at week 5. On a 5-point Likert scale, participants rated peer mentoring as highly useful (mean 4.6, SD 0.3) and reported high levels of satisfaction (mean 4.7, SD 0.3). All participants who completed the follow-up survey said they would recommend the program to others. Focus group findings supported these results, highlighting positive feedback on both the quality and usefulness of peer mentoring and the peer-mentored version of the QTH program. Suggestions for future improvements were also discussed. Conclusions Integrating peer mentoring into social media–based e-cigarette cessation interventions for young people is feasible and acceptable. Participants engaged in the intervention and demonstrated strong retention. They rated both the peer mentoring and the overall program highly. Self-reported abstinence at 5 weeks was high. Larger trials are warranted to evaluate the efficacy of the peer-mentored intervention.