ArticleBMC public health2023
User-generated content and influencer marketing involving e-cigarettes on social media: a scoping review and content analysis of YouTube and Instagram.
Article in BMC public health, 2023. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 36 papers, 1 of them a synthesis that pooled it.
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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
36 citing papers in PubMed, 1 synthesis or guideline pooled it.
- Systemic and Salivary Cytokine Levels among Adult E-Cigarette Users: A Systematic Review and Meta Analysis.Asian Pacific journal of cancer prevention : APJCP · 2025Pooled it
- Social support on social media may buffer associations of parental rejection with sexual minority young adults' tobacco use outcomes.Addictive behaviors reports · 2026Article
- An Investigation of Young Adults' Psychophysiological and Self-Report Responses to Paid Partnership Disclosures in Pro-Oral Nicotine Pouch Videos.American journal of preventive medicine · 2026Article
- Gender trends in youth tobacco and nicotine use in Georgia across GYTS rounds, 2014-23.European journal of public health · 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
- Assessing the quality and usefulness of smoking cessation related short videos on TikTok and Bilibili: a content analysis study in China.BMC public health · 2026Article
- Social media exposure, school prevention, and adolescent vaping: a structural equation model-based secondary analysis of the Florida youth tobacco survey.Frontiers in public health · 2026Article
- Exploring #Zyn-Related Video Content Posted by Zynfluencers on TikTok.Substance use & misuse · 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
- Nicotine and the cardiovascular system: unmasking a global public health threat.European heart journal · 2025Article
- Impact of YouTube User-Generated Content on News Dissemination and Youth Information Reception.Health expectations : an international journal of public participation in health care and health policy · 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
- The Impact of Health Warnings in e-Cigarette Content on Instagram on Adults' e-Cigarette Cognitions: Online Between-Subjects Experiment Study.Journal of medical Internet research · 2025Article
- Exploring the role of social media in mathematics learning: effects on self-efficacy, interest, and self-regulation.BMC psychology · 2025Article
- Social Media Engagement and Quit Intentions Among Youth With Exclusive E-cigarette Use: The Moderating Role of Social Norms.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2025Article
- Co-production of a youth advocacy video on the harms of e-cigarette advertising in Scotland.Health promotion international · 2025Article
- Disposable e-cigarettes: Prevalence of use in Germany from 2016 to 2023 and associated user characteristics.Addiction (Abingdon, England) · 2025Article
- Young adults' visual attention to features of social media marketing for disposable e-cigarettes and associated perceptions.Addiction (Abingdon, England) · 2025Article
- The impact of the social media industry as a commercial determinant of health on the digital food environment for children and adolescents: a scoping review.BMJ global health · 2025Article
- Marketing claims on the websites of leading e-cigarette brands in England.Tobacco control · 2025Article
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
4 authors.
Funding
Abstract
backgroundEvidence suggests that experimentation with e-cigarettes among young people is increasing. Social media is widely used by young people with user-generated content and influencer marketing particularly influential in promoting products. This paper documents a snapshot of online user-generated content and influencer marketing related to e-cigarettes on YouTube and Instagram.
methodsScoping review of relevant e-cigarette-related content on two social media platforms popular with youths, YouTube and Instagram, between June and August 2021. Content analysis was undertaken to examine text, audio, and video content, recording age restrictions, health warnings, page characteristics, and post characteristics. Narrative post content was coded using a coding frame that was developed inductively in response to emergent categories.
resultsVaping was portrayed positively on social media; of the posts analysed, 86.5% (n = 90 of 104) of Instagram posts and 66.0% (n = 64 of 97) of YouTube videos. Warnings about age restrictions and health (e.g., nicotine addiction/toxicity) did not feature in the majority of posts; 43.3% (n = 42) of YouTube videos (n = 42) contained an age warning compared to 20.2% of Instagram posts (n = 21). While 25.8% (n = 25) of YouTube videos and 21.2% of Instagram (n = 22) posts contained a health warning.
conclusionOf concern is the fact that the vast majority of YouTube and Instagram content about e-cigarettes promoted their use, and typically the content does not contain age and/or health warnings. These findings may highlight a priority for governmental policy to restrict the ability of marketers to reach youths with social media content promoting e-cigarettes.
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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.