Sponsorship Disclosures and Perceptions of E-cigarette Instagram Posts.

ABSTRACT:

Objectives

Instagram influencers have many followers and are often paid to promote products, including e-cigarettes. This experimental study assessed effects of sponsorship disclosures on perceptions of e-cigarette Instagram influencer posts.

Methods

Young adult e-cigarette users (age 18-29; N = 917) were randomly assigned to 3 experimental conditions varying the clarity of sponsorship disclosure on simulated Instagram influencer posts: clear (eg, "#sponsored") ambiguous (eg, "#sp"), or no disclosure (ie, vaping-related hashtags only). After viewing each of 4 Instagram posts featuring a fictitious e-cigarette brand, participants reported hashtag recognition, ad recognition, ad trust, influencer credibility, and post engagement intentions. After viewing all posts, participant

SUBMITTER: Vogel EA 

PROVIDER: S-EPMC7996397 | biostudies-literature | 2020 Sep

REPOSITORIES: biostudies-literature