The danger of flavor: E-cigarettes, social media, and the interplay of generations

Anjala S. Krishen, Han-fen Hu, Andrew L. Spivak and Olesya Venger

Journal of Business Research, 2021, vol. 132, issue C, 884-896

Abstract: This study evaluates the effects of social media advertisements of e-cigarettes on consumer perceptions. We first use netnographic data to explore e-cigarette comments (n = 1900) and next conduct an experimental study on a randomized sample of cigarette consumers (n = 525) to assess the effects of e-cigarette features (i.e., flavor) and social influence (i.e., social tie and popularity of the advertisement) on consumer beliefs. Our findings show that the influence of e-cigarette flavor on perceived relative risk and negative beliefs has an opposite pattern for generation X consumers versus millennials. Millennials perceive cherry-flavored e-cigarettes as less risky, and perceive tobacco-flavored e-cigarettes as less risky when they are associated with close social ties. Our mixed methods study contributes to the marketing and public health disciplines by uncovering health-related perceptions and beliefs as outcomes of e-cigarette flavor and social influence. It also contributes empirically by showing the differential influences of close and far social ties.

Keywords: E-cigarettes; Social Media; Advertising; Digital marketing; Mixed Methods; Social influence (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:132:y:2021:i:c:p:884-896

DOI: 10.1016/j.jbusres.2020.11.021

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