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Youth Perceptions of E-Cigarette Influencer Marketing on Social Media.

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Title: Youth Perceptions of E-Cigarette Influencer Marketing on Social Media.
Authors: Vassey, Julia (AUTHOR), Chen-Sankey, Julia (AUTHOR), Unger, Jennifer B. (AUTHOR)
Source: Substance Use & Misuse. 2026, Vol. 61 Issue 9, p1451-1461. 11p.
Subjects: Social media, Focus groups, Qualitative research, Research funding, Electronic cigarettes, Psychology of high school students, Marketing, Descriptive statistics, Judgment sampling, Surveys, Thematic analysis, Videoconferencing, Statistics, Student attitudes, Data analysis software, Inter-observer reliability, Adolescence
Geographic Terms: California
Abstract: Introduction: Youth exposure to e-cigarette-related influencer marketing on social media is associated with lower harm perceptions and greater susceptibility to e-cigarette use. Yet, youth perceptions of different types of influencer marketing remain underexplored. This study examined youth perceptions of explicit and implicit promotion and casual depiction of e-cigarettes by influencers, using focus groups to capture in-depth insights. Methods: In 2023, we conducted six online focus groups with 23 California 12th graders (age 18; 65% female; e-cigarette never- and ever-users). Participants viewed Instagram, TikTok, and YouTube posts in which influencers either promoted e-cigarettes explicitly (displaying brand names), promoted e-cigarettes implicitly (without brand names), or depicted e-cigarettes casually without promotional cues. The semi-structured guide covered content appeal, influencer relatability, recognition of promotion, and e-cigarette perceptions. Thematic analysis was used to identify themes from transcripts. Results: Participants found the following content appealing: casual e-cigarette displays perceived as non-promotional, and promotional videos with high production quality and trendy sounds. However, these perceptions did not translate into intentions to use e-cigarettes. Influencers casually displaying e-cigarettes were seen as more relatable than promoters, though some participants still saw them as problematic for normalizing vaping. Explicit promoters were perceived as financially motivated, while implicit promoters were perceived as potentially addicted, making both less relatable. Conclusions: Casual e-cigarette displays and engaging audiovisual effects elicited positive reactions but did not drive intentions to use e-cigarettes. Perceptions of addiction and normalization may have countered these positive perceptions. The findings highlight the need for continued youth education about e-cigarette health risks and marketing influence. [ABSTRACT FROM AUTHOR]
Copyright of Substance Use & Misuse is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Youth Perceptions of E-Cigarette Influencer Marketing on Social Media.
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  Data: <searchLink fieldCode="JN" term="%22Substance+Use+%26+Misuse%22">Substance Use & Misuse</searchLink>. 2026, Vol. 61 Issue 9, p1451-1461. 11p.
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  Data: Introduction: Youth exposure to e-cigarette-related influencer marketing on social media is associated with lower harm perceptions and greater susceptibility to e-cigarette use. Yet, youth perceptions of different types of influencer marketing remain underexplored. This study examined youth perceptions of explicit and implicit promotion and casual depiction of e-cigarettes by influencers, using focus groups to capture in-depth insights. Methods: In 2023, we conducted six online focus groups with 23 California 12th graders (age 18; 65% female; e-cigarette never- and ever-users). Participants viewed Instagram, TikTok, and YouTube posts in which influencers either promoted e-cigarettes explicitly (displaying brand names), promoted e-cigarettes implicitly (without brand names), or depicted e-cigarettes casually without promotional cues. The semi-structured guide covered content appeal, influencer relatability, recognition of promotion, and e-cigarette perceptions. Thematic analysis was used to identify themes from transcripts. Results: Participants found the following content appealing: casual e-cigarette displays perceived as non-promotional, and promotional videos with high production quality and trendy sounds. However, these perceptions did not translate into intentions to use e-cigarettes. Influencers casually displaying e-cigarettes were seen as more relatable than promoters, though some participants still saw them as problematic for normalizing vaping. Explicit promoters were perceived as financially motivated, while implicit promoters were perceived as potentially addicted, making both less relatable. Conclusions: Casual e-cigarette displays and engaging audiovisual effects elicited positive reactions but did not drive intentions to use e-cigarettes. Perceptions of addiction and normalization may have countered these positive perceptions. The findings highlight the need for continued youth education about e-cigarette health risks and marketing influence. [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of Substance Use & Misuse is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=pbh&AN=194999416
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      – Type: doi
        Value: 10.1080/10826084.2025.2608790
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      – Code: eng
        Text: English
    PhysicalDescription:
      Pagination:
        PageCount: 11
        StartPage: 1451
    Subjects:
      – SubjectFull: Social media
        Type: general
      – SubjectFull: Focus groups
        Type: general
      – SubjectFull: Qualitative research
        Type: general
      – SubjectFull: Research funding
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      – SubjectFull: Electronic cigarettes
        Type: general
      – SubjectFull: Psychology of high school students
        Type: general
      – SubjectFull: Marketing
        Type: general
      – SubjectFull: Descriptive statistics
        Type: general
      – SubjectFull: Judgment sampling
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      – SubjectFull: Surveys
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      – SubjectFull: Thematic analysis
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      – SubjectFull: Videoconferencing
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      – SubjectFull: Statistics
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      – SubjectFull: Student attitudes
        Type: general
      – SubjectFull: Data analysis software
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      – SubjectFull: Inter-observer reliability
        Type: general
      – SubjectFull: Adolescence
        Type: general
      – SubjectFull: California
        Type: general
    Titles:
      – TitleFull: Youth Perceptions of E-Cigarette Influencer Marketing on Social Media.
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            – D: 01
              M: 08
              Text: 2026
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