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

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

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.

Suggested Citation

  • Krishen, Anjala S. & Hu, Han-fen & Spivak, Andrew L. & Venger, Olesya, 2021. "The danger of flavor: E-cigarettes, social media, and the interplay of generations," Journal of Business Research, Elsevier, vol. 132(C), pages 884-896.
    • Handle: RePEc:eee:jbrese:v:132:y:2021:i:c:p:884-896
    DOI: 10.1016/j.jbusres.2020.11.021
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