ArticleTobacco control2023
E-cigarette brands and social media influencers on Instagram: a social network analysis.
Article in Tobacco control, 2023. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 93 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.
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Who cites it
93 citing papers in PubMed, 1 synthesis or guideline pooled it.
- A Systematic Review of E-Cigarette Marketing Communication: Messages, Communication Channels, and Strategies.International journal of environmental research and public health · 2022Pooled it
- Impact of Instagram and TikTok influencer marketing on perceptions of e-cigarettes and perceptions of influencers in young adults: a randomised survey-based experiment.Tobacco control · 2026Trial
- US adolescents' response to nicotine warning labels in influencer e-cigarette marketing social media posts: a survey-based randomised between-subject experiment.Tobacco control · 2025Trial
- #MiniCupVape E-Cigarettes Promoted on Instagram: A Youth Participatory Action Research Approach.American journal of preventive medicine · 2026Article
- Spatiotemporal analysis of electronic cigarette discussion on Twitter/X using natural language processing.BMC public health · 2026Article
- Parsing Instagram Posts for Smoking Imagery Amongst Users: A Content Analysis.Indian journal of community medicine : official publication of Indian Association of Preventive & Social Medicine · 2026Article
- Generative AI in a new era of computer model-informed tobacco research: a short report.Tobacco control · 2026Article
- Opposition to Youth e-Cigarette Prevention Campaigns on Twitter and TikTok: Cross-Platform Observational Mixed Methods Analysis.Journal of medical Internet research · 2026Observational
- E-cigarette and Cannabis in Social Media Influencer Marketing and Its Effect on Adolescents: A Survey-Based Experiment.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2026Article
- Exposure to e-Cigarette Posts Across Social Media Platforms and Its Associations With Susceptibility and e-Cigarette Use: Comparative Cross-Sectional Study of High Schoolers in Jalisco (Mexico) and Southern California (United States).JMIR pediatrics and parenting · 2026Article
- Evading regulation: young people's exposure to harmful commodity marketing in the social media feeds of their favourite influencers.Health promotion international · 2026Article
- Mediation analysis investigating the mechanisms of two school-based smoking prevention interventions in adolescents from Northern Ireland and Bogotá.Frontiers in public health · 2026Article
- Cooling the Conversation: Discourse About Menthol and Flavored Tobacco Restrictions on TikTok.Substance use & misuse · 2026Article
- Exploring #Zyn-Related Video Content Posted by Zynfluencers on TikTok.Substance use & misuse · 2026Article
- E-cigarette use among university students in Vietnam following the 2025 e-cigarette ban policy: A multicity cross-sectional survey.Tobacco induced diseases · 2026Article
- Prevalence and factors associated with e-cigarettes consumption among adolescents: A cross-sectional analysis in Latin America and the Caribbean.PLOS global public health · 2026Article
- Blasting Off Again: An Observational Study on Substance Use Content Exposure in Pokémon Twitch Streams.AJPM focus · 2025Article
- Cannabis expectancies mediate the association between social media use and cannabis experimentation in early adolescents: A prospective cohort study.Drug and alcohol dependence · 2025Article
- Demographic Trends in E-Cigarette Social Media Marketing: Perceiving Gender Presentation and Facial Age Via Computer Vision.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2025Article
- Paid Social Media Advertising on Vaping in Australia: A Descriptive Study Using Meta Ad Library.Health promotion journal of Australia : official journal of Australian Association of Health Promotion Professionals · 2025Article
33 more citing papers are in PubMed but not listed here.
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
8 authors.
Funding
Abstract
backgroundExposure to visual posts featuring e-cigarette products on social media is associated with increased e-cigarette use among US adolescents. Instagram is the largest source of e-cigarette social media marketing, where influencers-for example, bloggers, brand ambassadors-post promotional materials. This study analysed the network of e-cigarette brands and influencers on Instagram, characterising the most central players in e-cigarette social media marketing.
methodsWe tracked influencers with public profiles on Instagram who posted promotional e-cigarette content in 2020, had over 1000 followers and high user engagement rate (ratio of likes and comments to followers) of 1%-25% per post. By conducting a social network analysis, we identified the most central (highly involved in promotional activities) influencers and e-cigarette brands. The number of the influencers' followers aged 13-17 years old and the age verification practices restricting youth access were also assessed.
resultsThere is a highly interconnected network of engaging e-cigarette influencers (n=55) worldwide who collaborated with over 600 e-cigarette brands in 2020. The Asian and US influencers had five to six times more teenage followers compared with the European influencers. 75% of the influencers did not restrict youth access to their promotional content on Instagram. The brands Voopotech, Innokin, Geekvape, Lost Vape, Smok and Vaporesso collaborated with the largest number of influencers (mean n=20).
conclusionsIt is important to understand associations among influencers and e-cigarette use behaviours, especially youth, to inform effective public health communication and potential policies that could regulate social media marketing sponsored by e-cigarette companies.
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What OpenQuestion holds
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.