How Does Online e-cigarette Advertisement Promote Youth's e-cigarettes Use? The Mediating Roles of Social Norm and Risk Perceptions

The adoption of the internet, social media, and e-cigarettes are on the rise among U.S. youth. Uses of social media and online platforms increase the probability for youth to encounter e-cigarette advertisements. Departing from this line of reasoning, we examine the underlying mechanisms of how onli...

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Bibliographic Details
Published in:Health communication 2023-06, Vol.38 (7), p.1388-1394
Main Authors: Zheng, Xia, Lin, Hsien-Chang
Format: Article
Language:English
Subjects:
Adolescent
Advertisements
Advertising
Cigarettes
Digital media
Electronic cigarettes
Electronic Nicotine Delivery Systems
Exposure
Humans
Internet
Norms
Perception
Perceptions
Risk factors
Risk perception
Smoking
Social construction
Social media
Social networks
Social Norms
Tobacco
Tobacco Products
Vaping
Youth
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Summary:The adoption of the internet, social media, and e-cigarettes are on the rise among U.S. youth. Uses of social media and online platforms increase the probability for youth to encounter e-cigarette advertisements. Departing from this line of reasoning, we examine the underlying mechanisms of how online e-cigarettes exposure promotes youth's e-cigarette use. Drawing on insights from the social construction of risk model, this study looks at how perceived social norms and risk perception mediate the link between online e-cigarette advertisement exposure and e-cigarette use. Youth aged 12-17 from the Public Assessment of Tobacco and Health (PATH) Study Waves 2-4 (2014-2018) were included (N = 6,067). Controlling for demographic and other known risk factors for e-cigarette use, respondents who had been exposed to online e-cigarette ads at Wave 2 perceived higher levels of positive social norms of e-cigarette use at Wave 3 (β = 0.13, p
ISSN:1041-0236
1532-7027
DOI:10.1080/10410236.2021.2010350