Background: Impulsivity is a formidable cause of waterpipe tobacco smoking among the youths, however, it is less well studied among African youths. Using PRIME behavioural theory, this study aimed to develop a model that examines the motivators of impulsivity to smoke waterpipe tobacco in linkage to the moderating role of social media normalisation of waterpipe tobacco among youths in Nigeria.
Methods: Data were drawn from 695 youths who smoke waterpipe tobacco across six Nigerian universities in the south-west zone using the chain-referral sampling procedure. Descriptive analyses of the obtained data were carried out using the Statistical Package for Social Sciences (SPSS) version 25. The constructs in the developed model were validated through Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS version 3.
Results: Among the Nigerian youths who smoke waterpipe tobacco, intention (β=0.442, P<0.001) is the strongest motivator of impulsivity to smoke waterpipe tobacco as compared to positive evaluations (β=0.302, P<0.001). Additionally, social media normalisation of waterpipe tobacco acts as a moderator that strengthens the relationship between intention and impulsivity (β=0.287, P<0.01) as well as between positive evaluations and impulsivity (β=0.186, P< 0.01) among the youths.
Conclusion: Willingness greatly instigates the Nigerian youths’ impulsivity to smoke waterpipe tobacco, and social media normalisation of waterpipe tobacco also considerably increases their impulsivity to smoke waterpipe tobacco. Youth-focused educative waterpipe tobacco cessation-oriented programmes that will utilise diverse constructive-based learning approaches like illustrative learning and counselling, are needed to enlighten and encourage the Nigerian youths on the importance of shunning the desirability to smoke waterpipe tobacco.