From Screens to Smoke: The Hidden Link Between Social Media, Peer Influence, And Tobacco Use

Abstract

This study explores the relative impact of anti-social media exposure and peer pressure on tobacco use severity among tobacco-using adolescents in Andhra Pradesh, India. A sample of 760 adolescents aged 16–19 years (561 males, 199 females) was assessed using validated self-report measures, including the Tobacco Use Severity Scale (TUSS), Peer Pressure Scale (PPS), and the Content-Based Media Exposure Scale (C-ME2). Data analysis using chi-square tests, t-tests, Pearson correlation, and hierarchical multiple regression revealed that while gender and education level had initial effects on tobacco use severity, these were diminished when media exposure was accounted for. Anti-social content exposure emerged as the strongest predictor of tobacco use severity (β = .407, p < .001), followed by peer pressure (β = .281, p < .001), explaining 48.4% of the variance. Males and undergraduate students reported significantly higher tobacco use severity and media exposure. The findings highlight the escalating role of unregulated digital content and peer dynamics in shaping adolescent tobacco use. The study emphasizes the need for targeted digital literacy interventions and policy regulations to address the growing influence of media on adolescent risk behaviors.