Electronic Cigarette Brand Posts on Instagram

Phua, Joe, and Jung Ming Hahm (2017), “Electronic Cigarette Brand Posts on Instagram: Influence of Endorser Type, Perceived Source Credibility, and Social Identification on Young Adults’ Attitudes towards E-Cigarettes and E-Cigarette Smoking Intentions,” Accepted for presentation at the 2017 American Academy of Advertising (AAA) conference in Boston, MA, March 23-26, 2017.

Abstract: This study examined the relationships between endorser type (celebrities, regular people, products only) on e-cigarette Instagram brand pages, identification, source credibility, attention to social comparison, health consciousness, and SNS use, on attitudes towards e-cigarettes and e-cigarette smoking intentions. Results of a between-subjects experiment revealed that celebrity endorsers resulted in significantly more positive attitudes towards e-cigarettes and e-cigarette smoking intentions, compared to regular people and products only. Celebrity endorsers rated significantly higher on trustworthiness, expertise, goodwill and attractiveness, compared to regular people. Identification, attention to social comparison, health consciousness and SNS use significantly moderated between endorser type and key dependent measures.

Joe Phua  Jung Min Hahm 

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