Understanding consumer engagement with celebrity-endorsed E-Cigarette advertising on instagram

Introduction:
This article, published in the Journal of Health Psychology, investigates the impact of celebrity-endorsed e-cigarette brand Instagram advertisements on young adults' attitudes towards e-cigarettes and smoking intentions. The study uses a between-subject experiment to examine the effects of endorser type (celebrities, non-celebrities, and products only) in e-cigarette brand Instagram advertisements.

Key Points:

* The study found that celebrity endorsers significantly increased positive attitudes towards e-cigarettes and smoking intentions, compared to non-celebrities or products only.
* Celebrity endorsers rated significantly higher on trustworthiness, expertise, goodwill, and attractiveness, compared to non-celebrities.
* Identification, social comparison, health consciousness, and social networking site use moderated between endorser type and key dependent measures.
* The study suggests that e-cigarette marketing regulation, particularly regarding celebrity endorsements, should be implemented to protect young adults from the potential negative effects of e-cigarette advertising.

Main Message:
The study highlights the significant influence that celebrity endorsers have on young adults' attitudes towards e-cigarettes and smoking intentions. The findings suggest that e-cigarette brands can use celebrity endorsements to promote their products, which can have negative consequences for young adults' health. Therefore, there is a need for stricter regulation of e-cigarette marketing, particularly regarding celebrity endorsements, to protect young adults from the potential negative effects of e-cigarette advertising.

Phua, Joe, Jhih-Syuan (Elaine) Lin, and Dong Jae Lim. “Understanding Consumer Engagement with Celebrity-Endorsed E-Cigarette Advertising on Instagram.” Computers in Human Behavior 84 (July 2018): 93–102. https://doi.org/10.1016/j.chb.2018.02.031.