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.
- Received November 1, 2016.
- Received (in revised form) July 7, 2017.
- Accepted August 3, 2017.
- Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 2
