Celebrity-endorsed e-cigarette brand Instagram advertisements: Effects on young adults’ attitudes towards e-cigarettes and smoking intentions

Joe Phua*, Seunga Jin, Jung Min Hahm

*Corresponding author for this work

Research output: Contribution to journalArticle

15 Scopus citations


Celebrities endorsing e-cigarette brands on social media may exert a strong influence on e-cigarette uptake. Using a between-subject experiment, this study examines the effects of endorser type (celebrities, non-celebrities and products only) in e-cigarette brand Instagram advertisements on e-cigarette attitudes and smoking intentions. Results showed that celebrity endorsers significantly increased positive attitudes towards e-cigarettes and smoking intentions, compared to non-celebrities or products only. Celebrity endorsers also rated significantly higher on trustworthiness, expertise, goodwill and attractiveness, compared to non-celebrities. Additionally, identification, social comparison, health consciousness and social networking site use moderated between endorser type and key dependent measures. Implications for e-cigarette marketing regulation are discussed.

Original languageEnglish (US)
Pages (from-to)550-560
Number of pages11
JournalJournal of Health Psychology
Issue number4
StatePublished - Mar 1 2018



  • advertising
  • celebrity endorsers
  • electronic cigarettes
  • smoking
  • social media

ASJC Scopus subject areas

  • Applied Psychology

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