Impact of Instagram and TikTok influencer marketing on perceptions of e-cigarettes and perceptions of influencers in young adults: a randomised survey-based experiment.

ABSTRACT:

Background

Pairing e-cigarettes with healthy lifestyle contexts in influencers' promotional social media posts may increase e-cigarette use risk among young adults. This study examined the effects of e-cigarette and healthy lifestyle content on young adults' perceptions of influencer credibility, harm perceptions of, and susceptibility to use, e-cigarettes.

Methods

In this survey-based online, repeated-measures experiment (2023), California young adults (N=1494, M_age=23 (SD=1.8); 63% female, 51% Hispanic) were randomly shown 10 (total) Instagram and TikTok videos, featuring influencers promoting e-cigarettes alongside healthy lifestyle activities (experimental group), or a healthy lifestyle activity alone (control). After watching each video, participants rated pe

SUBMITTER: Vassey J 

PROVIDER: S-EPMC12343919 | biostudies-literature | 2025 Feb

REPOSITORIES: biostudies-literature