Evaluation of an Influencer Campaign on Social Media Targeting Young E-scooter Users

Abstract

This study evaluates the effect of an influencer campaign on e-scooter risk behavior among adolescent e-scooter users in Norway. The analysis shows no statistical differences in self-reported risk behaviors (dual riding, riding under the influence and mobile phone use) among respondents who had seen one of the campaign films, compared to respondents who had not seen the films. Neither did the campaign change norms or attitudes. Hence, the campaign did not appear to have intended effects. On the contrary, differences in perceived attitudes, descriptive norms and intentions were found, which could imply a backfire-effect. Respondents who had seen the campaign held *poorer* attitudes, were *more* likely to claim that it was normal, and were *more inclined* to perform some of the risky behaviors.