Electronic Cigarette Advertising in Social Media: Influence of Celebrity Endorsers, Identification, and Source Credibility

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Communication and Technology Interactive Poster Session

Abstract

This study examined the influence of endorser type (celebrity, regular people, product only), social identification, source credibility, self-brand connections, attention to social comparison, health consciousness, and social media use on brand outcomes in Instagram pages for an e-cigarette brand. Results of a between-subjects experiment revealed that endorser type significantly impacted brand attitude, brand trust, purchase intention, and perceived source credibility, with celebrity endorsers having the strongest effect. Social identification, self-brand connections, attention to social comparison, and health consciousness also moderated between endorser type and key dependent measures. Implications for future research and suggestions for regulation of e-cigarette advertising in social media are discussed.

Authors

• Joe Phua, U of Georgia

• Seung-A Annie Jin, Boston College

• Jung Min Hahm, U of Georgia