Participation in Electronic Cigarette-Related Social Media Communities: Effects on Attitudes towards Quitting, Self-efficacy, and Intention to Quit.

Accepted for publication in Health Marketing Quarterly.

Abstract: This study examined the effects of joining and actively participating in e-cigarette-related social media communities (SMCs), along with e-cigarette-related subjective norms, and social identification with other e-cigarette users, on current e-cigarette users’ attitudes towards quitting, self-efficacy, and intention to quit. Results (N=1016) indicated that greater e-cigarette-related social media use, more positive e-cigarette-related subjective norms and greater identification with other e-cigarette users, resulted in significantly more negative attitudes towards quitting, lower self-efficacy and lower intention to quit. E-cigarette-related social media use also interacted with subjective norms to influence intention to quit, and with identification with other e-cigarette users to influence self-efficacy.

Joe Phua 

Related Research


Dissecting the Root of Vaccine Misinformation on Pinterest: A Content Analysis of Vaccine-Related Pins by Influential Social Media Accounts

Abstract: Given the role the Internet plays in communicating anti-vaccine sentiments, coupled with limited research in this area, this study focused on the social media platform Pinterest, analyzing 1,119 vaccine-related pins posted by six anti-vaccine entities through a quantitative content analysis. Findings reveal that anti-vaccine organizations primarily posted about the flu, MMR, and HPV vaccines, […]

Michael CacciatoreYan Jin
read more