Related Experiment Video
Updated: Apr 30, 2026
Comparing the Effects of Electronic Cigarette Vapor and Cigarette Smoke in a Novel In Vivo Exposure System
Published on: May 24, 2017
E-cigarette and Cannabis in Social Media Influencer Marketing and Its Effect on Adolescents: A Survey-Based
Julia Vassey1, Julia Chen-Sankey2,3, Jennifer B Unger1
1Department of Population and Public Health Sciences, University of Southern California, Los Angeles, CA.
Introduction:
Micro-influencers (1000-100 000 followers) promote e-cigarettes alongside cannabis on social media. This study examined the association of exposure to such marketing with adolescent perceptions of e-cigarettes and micro-influencers.
Methods:
In this 2023-2024 survey-based, in-class repeated-measures experiment, California adolescent e-cigarette and cannabis never-users (n = 1402; Mage = 17 [SD = 0.6]; 51.4% female, 41.7% Hispanic) were randomly shown three pairs of Instagram images featuring micro-influencers promoting: (1) e-cigarettes with cannabis (experimental group), (2) e-cigarettes alone (control), or (3) no substances (placebo). After viewing each image pair, participants rated perceived influencer credibility. After viewing all images, susceptibility to use e-cigarettes was assessed. Three susceptibility sub-items and their composite measure were compared across groups (experimental vs. control; placebo vs. control) and between participants who perceived micro-influencers as credible versus noncredible, using binomial generalized linear mixed effects models. The association of self-reported exposure to micro-influencer e-cigarette or cannabis posts with these outcomes was also assessed.
Results:
Participants in the experimental group had higher odds of e-cigarette use intentions if offered by a friend among all and among those who perceived micro-influencers as credible, compared to controls. Those who self-reported exposure to micro-influencer e-cigarette or cannabis posts were at higher odds of overall susceptibility, intentions to use if a friend offers, and curiosity about e-cigarette use.
Conclusions:
Influencer e-cigarette promotion alongside cannabis, and perceptions of influencers as credible, may contribute to e-cigarette use intentions among adolescent never-users. Improvement of social media community guidelines and greater policy attention to e-cigarette and cannabis marketing are needed.
Implications:
The study showed that influencer promotion of e-cigarettes alongside cannabis, and perceptions of influencers as credible, may contribute to intentions to use e-cigarettes among adolescent never-users. The findings suggest the need for improvement of social media community guidelines and greater policy attention to marketing of e-cigarettes and cannabis.
Trial Registration:
https://clinicaltrials.gov/study/NCT06919263, NCT06919263.
More Related Videos
Related Concept Videos
01:21Chemotherapy-Induced Nausea and Vomiting: Cannabinoids
Two synthetic agonists of THC,...
01:29Stimulants
Cocaine can be administered via snorting, injection, or smoking. It primarily functions by blocking the reuptake of dopamine, resulting in a euphoric high characterized by an intense sensation of happiness and...