Impact of Instagram and TikTok influencer marketing on perceptions of e-cigarettes and perceptions of influencers in young adults: a randomised survey-based experiment
Julia Vassey, Erin A Vogel, Jennifer B Unger, Junhan Cho, Dayoung Bae, Scott I Donaldson, Jon-Patrick Allem · 2026
Read Impact of Instagram and TikTok influencer marketing on perceptions of e-cigarettes and perceptions of influencers in young adults: a randomised survey-based experiment by Julia Vassey, Erin A Vogel, Jennifer B Unger, Junhan Cho, Dayoung Bae, Scott I Donaldson, Jon-Patrick Allem (2026) in the Tower of Babel, a free online library of public-domain works preserved in clean, searchable text. No sign-up. The full text is served as a plain-text file at a predictable URL, where text is present: https://antarctic-labs.com/tower-of-babel/pmc-12343919.txt.
Description
Julia Vassey and six co-authors test how influencer ads shape young adults’ views of e-cigarettes in a 2026 experiment. Ads that pair vaping with a healthy lifestyle may make the habit look safer and more appealing. The team ran a survey-based online experiment in 2023 with 1,494 California adults aged about 23.
Each person watched ten short videos from Instagram and TikTok. Half saw influencers praising e-cigarettes beside workouts and other healthy acts, while the rest saw the healthy acts alone. After each clip, viewers rated the influencer’s credibility, the harm they saw in vaping, and their own openness to trying it. The setup isolates what the vaping tie-in adds to a healthy image.
Catalog record
| CREATOR | Julia Vassey, Erin A Vogel, Jennifer B Unger, Junhan Cho, Dayoung Bae, Scott I Donaldson, Jon-Patrick Allem |
|---|---|
| YEAR | 2026 |
| COLLECTION | PAPERS |
| FORMAT | TXT |
| FILE SIZE | 42 KB |
| VERSION | 1.0 |
| LICENSE | CC BY 4.0 |
| RIGHTS | CC BY |
| SOURCE | Europe PMC |