Instagram和TikTok网红营销对年轻人对电子烟的认知及对网红的认知的影响：一项基于随机调查的实验

Impact of Instagram and TikTok influencer marketing on perceptions of e-cigarettes and perceptions of influencers in young adults: a randomised survey-based experiment.

作者信息

Vassey Julia, Vogel Erin A, Unger Jennifer B, Cho Junhan, Bae Dayoung, Donaldson Scott I, Allem Jon-Patrick

机构信息

Department of Population and Public Health Sciences, University of Southern California, Los Angeles, California, USA

TSET Health Promotion Research Center, The University of Oklahoma Health Sciences Center, Oklahoma, Oklahoma, USA.

出版信息

Tob Control. 2025 Feb 13. doi: 10.1136/tc-2024-059021.

DOI:10.1136/tc-2024-059021

PMID:39947698

Abstract

BACKGROUND

Pairing e-cigarettes with healthy lifestyle contexts in influencers' promotional social media posts may increase e-cigarette use risk among young adults. This study examined the effects of e-cigarette and healthy lifestyle content on young adults' perceptions of influencer credibility, harm perceptions of, and susceptibility to use, e-cigarettes.

METHODS

In this survey-based online, repeated-measures experiment (2023), California young adults (N=1494, M=23 (SD=1.8); 63% female, 51% Hispanic) were randomly shown 10 (total) Instagram and TikTok videos, featuring influencers promoting e-cigarettes alongside healthy lifestyle activities (experimental group), or a healthy lifestyle activity alone (control). After watching each video, participants rated perceived influencer credibility (eg, honesty). After watching all videos, harm perceptions of e-cigarettes were assessed among all participants and susceptibility to e-cigarette use was assessed among e-cigarette never-users. Harm perceptions and susceptibility outcomes were compared between groups (experimental vs control) and between participants who perceived influencers as credible versus non-credible, using binomial generalised linear mixed effects models.

RESULTS

Participants in the experimental group were more likely to report lower harm perceptions (adjusted OR (AOR) 1.12; 95% CI 1.03; 1.21) and higher susceptibility to e-cigarette use (AOR 1.22, 95% CI 1.11; 1.34), than participants in the control condition. Similar results were found when influencers were perceived as credible, but not when they were perceived as non-credible.

CONCLUSIONS

Social media influencers' posts promoting e-cigarette use along with healthy activities may contribute to young adult e-cigarette use. Decreasing perceived credibility of influencers could decrease the negative effects of their promotional posts.

TRIAL REGISTRATION NUMBER

NCT06433466.

摘要

背景

在有影响力者的促销社交媒体帖子中将电子烟与健康的生活方式背景相结合，可能会增加年轻人使用电子烟的风险。本研究考察了电子烟和健康生活方式内容对年轻人对有影响力者可信度的认知、对电子烟危害的认知以及使用电子烟易感性的影响。

方法

在这项基于调查的在线重复测量实验（2023年）中，加利福尼亚州的年轻人（N = 1494，M = 23（标准差 = 1.8）；63%为女性，51%为西班牙裔）被随机展示10个（共）Instagram和TikTok视频，视频中要么是有影响力者在推广电子烟的同时展示健康的生活方式活动（实验组），要么仅展示健康的生活方式活动（对照组）。观看每个视频后，参与者对有影响力者的可信度（如诚实度）进行评分。观看所有视频后，对所有参与者评估对电子烟危害的认知，并对从未使用过电子烟的参与者评估使用电子烟的易感性。使用二项式广义线性混合效应模型比较两组（实验组与对照组）之间以及认为有影响力者可信与不可信的参与者之间的危害认知和易感性结果。