The Digital Lure: Exploring Social Media Features Influencing Adolescent E-Cigarette Initiation and Use

Adolescent use of electronic cigarettes (e-cigarettes) has surged despite declining traditional cigarette use among this demographic cohort. E-cigarettes have become the most popular tobacco product among middle and high school students in the United States, with over 2 million reporting current use. Social media plays a critical role in this trend, offering pervasive marketing and positive portrayals that normalize e-cigarette use.

This study examines the specific features of e-cigarette-related content on social media platforms that attract adolescents and influence both their initiation and continued use of e-cigarettes.

A qualitative descriptive design was used. Semi-structured interviews were conducted with 21 adolescents aged 15-18 who were current or past e-cigarette users. Participants, recruited via social media, shared their experiences with e-cigarette-related content. Thematic analysis identified key themes and patterns in their narratives.

The study revealed how social media e-cigarette-related features appeal to adolescents, influencing their initiation and continued use of e-cigarettes. The thematic analysis identified three primary themes: the appeal of product features, influencers' and celebrities' endorsements, and entertainment and engagement (such as vape tricks).

These findings underscore the complex interplay between social media exposure and adolescent e-cigarette use, highlighting the need for targeted public health interventions and stricter advertising regulations to address the rising e-cigarette use among adolescents.