E-Cigarette Marketing on Social Networking Sites

Phua, Joe (2017). E-Cigarette Marketing on Social Networking Sites: Effects on Attitudes, Behavioral Control, Self-Efficacy and Brand Intentions. Accepted for presentation at the International Communication Association (ICA) Annual Conference, San Diego, CA, May 2017.

Abstract: Applying elaboration likelihood model (ELM) and extant literature on consumer-brand engagement (CBE), this study examined exposure to three types of electronic cigarette (e-cig) marketing messages (sponsored ads, brand pages, user-created groups) on social networking sites (SNSs), and their joint influence on brand- and health-related outcomes. Results (N=1016) indicated that e-cig users who joined user-created e-cig brand groups had significantly more negative attitudes towards quitting, lower perceived behavioral control, intention to quit and self-efficacy than those exposed to sponsored ads or following brand pages, while also having significantly greater brand involvement, self-brand connection, brand usage intent and eWoM intention. Exposure to two or more types of e-cig marketing messages had an additive effect on health- and brand-related outcomes. Social identification, attention to social comparison and subjective norms also moderated between exposure to e-cig marketing messages and key dependent measures. Implications for marketers and regulators are discussed.

Joe Phua 

Related Research


How attributes of humorous scientific messages predict engagement on Twitter and Instagram

Abstract: The use of humor is increasingly advocated as a means of enhancing the effectiveness and visibility of science messages on social media. However, the influence of humorous scientific content on user engagement is empirically unknown. The contribution of this study is threefold. First, we conduct a content analysis of humorous scientific posts on Twitter […]

Michael Cacciatore
read more
Pro-Veganism on Instagram: Effects of User-Generated Content (UGC) Types and Content Generator Types in Instagram-Based Health Marketing Communication about Veganism

Abstract: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages. Experiment 1 (N = 294) examined effects of organization (brand versus non-profit) and message types (egoistic versus altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity versus non-celebrity) and message […]

Jihoon (Jay) KimJoe Phua
read more