Schieffer Communication Professor Awarded Grant to Study Social Media, E-Cigarette Use

Qinghua (Candy) Yang, associate professor of communication studies, was awarded a competitive federal grant from the National Institutes of Health/National Cancer Institute to study the impact of social media on e-cigarette use in young adults. This award marks the first NIH or NSF grant received by the Bob Schieffer College of Communication and is the largest federal funding amount secured within the college to date. 

The three-year project will explore how exposure to and engagement with social media content influences the use and dependence on electronic nicotine delivery systems, such as e-cigarettes, among young adults. The research aims to identify key psychological and social factors that mediate and moderate these relationships, offering insights that could inform public health messaging and intervention strategies. 

“This award is a significant milestone for the college and well reflects the teacher-scholar model outlined in TCU’s Strategic Plan,” Yang, the principal investigator, said. “Not only does it elevate our university’s research profile nationally, but also it provides critical opportunities for students to gain real-world research experience.” 

Funded in at almost a half million dollars, each year of the project will involve one graduate and three undergraduate student researchers who will receive hands-on training in health communication research. These students will be compensated for their work and supported in presenting their findings at national academic conferences. 

The research is especially timely and relevant, as TCU and many other colleges face growing concerns over student use of e-cigarettes and other tobacco products, she said. The findings could help inform the design of persuasive communication strategies aimed at discouraging tobacco use among college students. 

“This project is a collective achievement,” Yang said. “It would not have been possible without the tremendous and constant support of the dean, department chair and our exceptional administrative team. Their efforts were vital in securing this prestigious grant.”