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

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.