Impact of Instagram and TikTok influencer marketing on perceptions of e-cigarettes and perceptions of influencers in young adults: a randomised survey-based experiment DOI Creative Commons
Julia Vassey, Erin A. Vogel, Jennifer B. Unger

и другие.

Tobacco Control, Год журнала: 2025, Номер unknown, С. tc - 059021

Опубликована: Фев. 13, 2025

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 and content on adults’ perceptions influencer credibility, harm of, susceptibility to use, e-cigarettes. Methods In this survey-based online, repeated-measures experiment (2023), California adults (N=1494, M age =23 (SD=1.8); 63% female, 51% Hispanic) were randomly shown 10 (total) Instagram TikTok videos, featuring influencers promoting alongside activities (experimental group), or a activity alone (control). After watching each video, participants rated perceived credibility (eg, honesty). all assessed was never-users. Harm outcomes compared between groups vs control) who as credible versus non-credible, using binomial generalised linear mixed models. Results Participants experimental group more likely report lower (adjusted OR (AOR) 1.12; 95% CI 1.03; 1.21) higher (AOR 1.22, 1.11; 1.34), than control condition. Similar results found when credible, but not they non-credible. Conclusions Social along contribute adult use. Decreasing could decrease negative their posts. Trial registration number NCT06433466 .

Язык: Английский

Impact of Instagram and TikTok influencer marketing on perceptions of e-cigarettes and perceptions of influencers in young adults: a randomised survey-based experiment DOI Creative Commons
Julia Vassey, Erin A. Vogel, Jennifer B. Unger

и другие.

Tobacco Control, Год журнала: 2025, Номер unknown, С. tc - 059021

Опубликована: Фев. 13, 2025

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 and content on adults’ perceptions influencer credibility, harm of, susceptibility to use, e-cigarettes. Methods In this survey-based online, repeated-measures experiment (2023), California adults (N=1494, M age =23 (SD=1.8); 63% female, 51% Hispanic) were randomly shown 10 (total) Instagram TikTok videos, featuring influencers promoting alongside activities (experimental group), or a activity alone (control). After watching each video, participants rated perceived credibility (eg, honesty). all assessed was never-users. Harm outcomes compared between groups vs control) who as credible versus non-credible, using binomial generalised linear mixed models. Results Participants experimental group more likely report lower (adjusted OR (AOR) 1.12; 95% CI 1.03; 1.21) higher (AOR 1.22, 1.11; 1.34), than control condition. Similar results found when credible, but not they non-credible. Conclusions Social along contribute adult use. Decreasing could decrease negative their posts. Trial registration number NCT06433466 .

Язык: Английский

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