Electronic Cigarette Advertising on Instagram: Influence of Advertising Message Claims and Health Warning Labels on Consumers’ Attitudes and Behavioral Intentions towards Electronic Cigarettes

Accepted for presentation at the 2019 American Academy of Advertising (AAA) Annual Conference, March 2019, Dallas, TX.

Abstract: Through a 2×3 between-subjects experiment, this study examined effects of health warning labels (presence or absence) and advertising message claims (“Quit smoking using e-cigarettes,” “Healthier than regular cigarettes” or none) in celebrity-endorsed Instagram e-cigarette brand advertisements. Results indicated health warning labels exerted significant main effects on attitude towards e-cigarettes, intention to use e-cigarettes, and brand attitude, and interacted with message claim type to affect these dependent measures. Health consciousness, perceived information value and social media usage also significantly moderated between health warning labels and attitude towards e-cigarettes, intention to use e-cigarettes and brand attitude. Research and practical implications are discussed.

Joe Phua  Dong Jae (Jay) Lim 

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