Electronic Cigarette Brand Posts on Instagram

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.

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