Summary: Some TikTok and Instagram influencers make content promoting e-cigarettes alongside lifestyle posts featuring healthy activities. This study assessed the impact that these posts have on perceptions of harm and susceptibility (including curiosity and intentions) to use e-cigarettes among young adults. In this randomized survey-based study, an experimental group was shown social media videos featuring influencers promoting e-cigarettes alongside healthy lifestyle activities, while the control group was shown healthy lifestyle content alone.
Results show that participants in the experimental group were more likely to report lower perceptions of harm and higher susceptibility to e-cigarette use compared to the control group. In addition, positive perceptions of influencer credibility were associated with lower perceptions of harm and higher susceptibility to e-cigarette use, but no associations were found if influencers were perceived as non-credible. These findings suggest that exposure to promotional content in conjunction with healthy lifestyle content may contribute to the initiation of, experimentation with, or continued use of e-cigarettes among youth.
Recommended For: All audiences, including local and federal policymakers and social media platforms.