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Comparative Study
. 2013 Nov;45(5):543-50.
doi: 10.1016/j.amepre.2013.07.004.

Crowdsourced peer- versus expert-written smoking-cessation messages

Heather L Coley  1 , Rajani S Sadasivam, Jessica H Williams, Julie E Volkman, Yu-Mei Schoenberger, Connie L Kohler, Heather Sobko, Midge N Ray, Jeroan J Allison, Daniel E Ford, Gregg H Gilbert, Thomas K Houston; National Dental PBRN and QUITPRIMO Collaborative Group
Affiliations
Comparative Study

Crowdsourced peer- versus expert-written smoking-cessation messages

Heather L Coley et al. Am J Prev Med. 2013 Nov.

Abstract

Background: Tailored, web-assisted interventions can reach many smokers. Content from other smokers (peers) through crowdsourcing could enhance relevance.

Purpose: To evaluate whether peers can generate tailored messages encouraging other smokers to use a web-assisted tobacco intervention (Decide2Quit.org).

Methods: Phase 1: In 2009, smokers wrote messages in response to scenarios for peer advice. These smoker-to-smoker (S2S) messages were coded to identify themes. Phase 2: resulting S2S messages, and comparison expert messages, were then e-mailed to newly registered smokers. In 2012, subsequent Decide2Quit.org visits following S2S or expert-written e-mails were compared.

Results: Phase 1: a total of 39 smokers produced 2886 messages (message themes: attitudes and expectations, improvements in quality of life, seeking help, and behavioral strategies). For not-ready-to-quit scenarios, S2S messages focused more on expectations around a quit attempt and how quitting would change an individual's quality of life. In contrast, for ready-to-quit scenarios, S2S messages focused on behavioral strategies for quitting. Phase 2: In multivariable analysis, S2S messages were more likely to generate a return visit (OR=2.03, 95% CI=1.74, 2.35), compared to expert messages. A significant effect modification of this association was found, by time-from-registration and message codes (both interaction terms p<0.01). In stratified analyses, S2S codes that were related more to "social" and "real-life" aspects of smoking were driving the main association of S2S and increased return visits.

Conclusions: S2S peer messages that increased longitudinal engagement in a web-assisted tobacco intervention were successfully collected and delivered. S2S messages expanded beyond the biomedical model to enhance relevance of messages.

Trial registration: This study is registered at www.clinicaltrials.gov NCT00797628 (web-delivered provider intervention for tobacco control [QUIT-PRIMO]) and NCT01108432 (DPBRN Hygienists Internet Quality Improvement in Tobacco Cessation [HiQuit]).

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Figures

Figure 1
Figure 1
Flowchart of message development and evaluation process
Figure 2
Figure 2
Forest Plot of the Effect of S2S and Expert Message Code on Return Visits S2S, smoker-to-smoker
See this image and copyright information in PMC

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