1 University of Georgia, USA.
2 Sejong University, South Korea.
J Health Psychol. 2018 Mar;23(4):550-560. doi: 10.1177/1359105317693912. Epub 2017 Feb 1.
Celebrities endorsing e-cigarette brands on social media may exert a strong influence on e-cigarette uptake. Using a between-subject experiment, this study examines the effects of endorser type (celebrities, non-celebrities and products only) in e-cigarette brand Instagram advertisements on e-cigarette attitudes and smoking intentions. Results showed that celebrity endorsers significantly increased positive attitudes towards e-cigarettes and smoking intentions, compared to non-celebrities or products only. Celebrity endorsers also rated significantly higher on trustworthiness, expertise, goodwill and attractiveness, compared to non-celebrities. Additionally, identification, social comparison, health consciousness and social networking site use moderated between endorser type and key dependent measures. Implications for e-cigarette marketing regulation are discussed.
社交媒体上的名人代言电子烟品牌可能会对电子烟的使用产生强烈影响。本研究采用了被试间实验，考察了电子烟品牌在 Instagram 广告中使用名人、非名人或仅产品代言人对电子烟态度和吸烟意向的影响。结果表明，与非名人或仅产品代言人相比，名人代言人显著增加了对电子烟的积极态度和吸烟意向。与非名人相比，名人代言人在可信度、专业知识、善意和吸引力方面的评价也更高。此外，认同、社会比较、健康意识和社交网站使用调节了代言人与关键因变量之间的关系。讨论了电子烟营销监管的意义。
