ArticleTobacco prevention & cessation2017
Clean, cheap, convenient: promotion of Electronic cigarettes on YouTube.
Article in Tobacco prevention & cessation, 2017. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 26 papers, 1 of them a synthesis that pooled it.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.
Who cites it
26 citing papers in PubMed, 1 synthesis or guideline pooled it.
- #TurntTrending: a systematic review of substance use portrayals on social media platforms.Addiction (Abingdon, England) · 2023Pooled it
- Mobile Text Messaging for Tobacco Risk Communication Among Young Adult Community College Students: Randomized Trial of Project Debunk.JMIR mHealth and uHealth · 2021Trial
- Psychometric evaluation of the e-cigarette knowledge, attitude, and practice questionnaire among young students: a structural equation modeling approach.Frontiers in public health · 2026Article
- Remediated marketing: leveraging computer vision and rule-based classification models to detect e-cigarette warning labels across social media.Information, communication and society · 2025Article
- Social Media Marketing Strategies for Electronic Cigarettes: Content Analysis of Chinese Weibo Accounts.Journal of medical Internet research · 2024Article
- Nicotine or marijuana vaping exposure during pregnancy and altered immune responses in offspring.Journal of environmental exposure assessment · 2024Article
- Characterizing e-Cigarette-Related Videos on TikTok: Observational Study.JMIR formative research · 2023Article
- User-generated content and influencer marketing involving e-cigarettes on social media: a scoping review and content analysis of YouTube and Instagram.BMC public health · 2023Article
- E-Cigarette Users' Profiles and Their Association with Identified Impacts of COVID-19 on Vaping among Young Adults in Malaysia.Healthcare (Basel, Switzerland) · 2023Article
- U.S. digital tobacco marketing and youth: A narrative review.Preventive medicine reports · 2023Review
- Influence of User Profile Attributes on e-Cigarette-Related Searches on YouTube: Machine Learning Clustering and Classification.JMIR infodemiology · 2023Article
- Article
- An Exploration of e-Cigarette-Related Search Items on YouTube: Network Analysis.Journal of medical Internet research · 2022Article
- Changes in Viewer Engagement and Accessibility of Popular Vaping Videos on TikTok: A 12-Month Prospective Study.International journal of environmental research and public health · 2022Article
- Characteristics of and User Engagement With Antivaping Posts on Instagram: Observational Study.JMIR public health and surveillance · 2021Observational
- Vaping-Related Adverse Events and Perceived Health Improvements: A Cross-Sectional Survey among Daily E-Cigarette Users.International journal of environmental research and public health · 2021Article
- Characterization of Electronic Cigarette Warning Statements Portrayed in YouTube Videos.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2021Article
- Electronic Cigarette-Related Contents on Instagram: Observational Study and Exploratory Analysis.JMIR public health and surveillance · 2020Observational
- Promotion of Vape Tricks on YouTube: Content Analysis.Journal of medical Internet research · 2019Article
- "Technophilia": A new risk factor for electronic cigarette use among early adolescents?Addictive behaviors · 2019Article
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
6 authors.
Funding
Abstract
introductionVideos promoting electronic cigarettes (e-cigarettes) can be easily accessed on YouTube. Marketing claims present in YouTube videos may help shape the public's opinion of e-cigarettes. Thus, it is important to understand the most frequent marketing claims and video sources.
methodsThe objectives of this study were to 1) identify marketing claims in YouTube videos that are commonly made on e-cigarette retail websites and 2) compare the frequency of marketing claims in user-generated and professional YouTube videos. Through content analysis, this study evaluated six marketing claims and descriptive information about YouTube videos (n = 50) related to "electronic cigarettes" and "vape".
resultsOverall, the most frequent marketing claim promoted e-cigarette use as better than traditional tobacco use (52%). Approximately 65% of videos appeared to be user-generated and 35% were professionally-produced. Compared to user-generated videos, significantly more professional videos made claims that e-cigarettes are cleaner (p < 0.001) and cheaper (p = 0.04) than traditional cigarettes. Additionally, more professional videos had claims promoting e-cigarettes as better than traditional cigarettes because of their convenience-the user can smoke anywhere (p < 0.0001) and the products do not produce secondhand smoke (p < 0.001). The most frequent claim in user-generated videos was related to recreation (53%).
conclusionsVideos on YouTube promote e-cigarettes as safer than other tobacco products. Videos appearing to be user-generated contained different marketing claims compared to professional videos. Further research is necessary to assess how the perceived source of the video impacts the ways these marketing claims shape public perception and influence use.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.