The Effectiveness of Humor in Social Media Campaigns in Increasing Awareness of the Combined Effects of Vaping and Alcohol Among College Students

Abstract

The simultaneous use of vaping and alcohol among college students presents compounded health risks, yet awareness of these risks remains limited. Social media serves as a primary source of information for young adults, shaping their health perceptions and behaviors. This study examines how social media campaigns, particularly those on TikTok, influence college students’ awareness, attitudes, and harm perceptions regarding vaping, alcohol use, and their combined effects. Using Social Cognitive Theory as a framework, the research explores how humor-based health messaging affects engagement with and receptiveness to health information. We will survey college students (N = 155) to assess their awareness of the combined health risks of vaping and alcohol use, their engagement with social media health messaging, their need for humor, and the influence of humor-based content on their perceptions. Furthermore, the research will also explore whether humor-related TikTok posts are associated with greater awareness of this combined health issue among students who are more likely to possess a need for humor. Overall, this study contributes to the broader discussion of digital health communication by examining how social media influences young adults' health behaviors and awareness of vaping and alcohol risks.