Abstract: This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes. Results (N = 1,016) indicated that e-cigarette users who joined user-created groups had significantly more negative attitudes toward quitting and lower behavioral control, intention to quit, and self-efficacy than those who were exposed to sponsored advertisements or who followed brand pages. Exposure to two or more types of marketing had an additive effect on health-related outcomes. Social identification, attention to social comparison, and subjective norms also moderated between exposure to e-cigarette marketing and key dependent measures.
Abstract: With the heavy use of mobile social networking applications (SNA), corporations have widely applied corporate social responsibility activities enhanced by mobile technologies (i.e., mCSR) to target stakeholders. This study examined the relationships among gratifications sought and use on mobile SNA, CSR motives, and the organization-public relationships (OPRs) in the context of the 2017 Jiuzhaigou earthquake in China. Results from an online survey (n = 589) demonstrated that gratifications such as recognition needs and accessibility significantly predicted the level of mobile SNA use in times of a natural disaster. In addition, a corporation’s mCSR for disaster relief drove positive OPR outcomes among individuals, who used mobile SNA for information seeking and sharing as well as attributed the mCSR to the corporation’s value and stakeholder expectations it faced. Theoretical and practical implications of the findings were discussed.