TY - JOUR
T1 - Celebrity-endorsed e-cigarette brand Instagram advertisements
T2 - Effects on young adults’ attitudes towards e-cigarettes and smoking intentions
AU - Phua, Joe
AU - Jin, Seunga
AU - Hahm, Jung Min
N1 - Publisher Copyright:
© 2017, © The Author(s) 2017.
Copyright:
Copyright 2018 Elsevier B.V., All rights reserved.
PY - 2018/3/1
Y1 - 2018/3/1
N2 - 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.
AB - 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.
KW - advertising
KW - celebrity endorsers
KW - electronic cigarettes
KW - smoking
KW - social media
UR - http://www.scopus.com/inward/record.url?scp=85042220473&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85042220473&partnerID=8YFLogxK
U2 - 10.1177/1359105317693912
DO - 10.1177/1359105317693912
M3 - Article
C2 - 28810409
AN - SCOPUS:85042220473
SN - 1359-1053
VL - 23
SP - 550
EP - 560
JO - Journal of Health Psychology
JF - Journal of Health Psychology
IS - 4
ER -