Vaping and Instagram

A Content Analysis of e-Cigarette Posts Using the Content Appealing to Youth (CAY) Index

Bibliographic Data

ID21646019
AuthorsJordan M Alpert (0000-0002-7066-4748, University of Florida, corresponding author), Huan Chen (0000-0002-5089-2719, University of Florida), Heather Riddell (0000-0002-1089-7048, University of West Florida), Y J Chung (0000-0001-7330-6164, University of Florida), Yu Angela Mu (University of Florida)
Year2021
Volume56
Issue6
Pages879-887
Publication date2021-05-12
Open AccessNo
TypeARTICLE
VenueSubstance Use & Misuse (JOURNAL)
Journal identifiersISSN: 1082-6084 • E-ISSN: 1532-2491
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/10826084.2021.1899233
PMID33749515
OpenAlexW3138576678
LanguageEN
Citations received13
References cited61

Background The promotion of flavors, perceptions of “coolness,” and general curiosity are characteristics of electronic nicotine delivery systems (ENDS) that have appealed to young adults. However, little is known about the characteristics of popular social media posts related to ENDS on the social media network, Instagram. Methods: Content analysis was performed using the Content Appealing to Youth (CAY) index. Over 700 posts were collected from August 2019 – December 2019 by searching the Instagram hashtags, #vape and #vapelife. Frequencies and percentages were calculated for each of the six major categories and 35 sub-categories. Results: Nearly all of the images were color photographs and 84% featured an ENDS device (mod) as the focal point. The style of the device was often matte (75%) in only one or two main colors (55%). Warnings about age restrictions and nicotine were included in 28% of images, but commonly used promotional tactics, such as humor, presence of vapor puffs, and flavors were rarely utilized. Conclusions: Instagram posts featuring ENDS are visually appealing and like cigarette packaging, may have the capacity to influence perceptions about the product. Since it is culturally normative for appealing images to be shared on Instagram, greater attention should be placed on media literacy skills to educate young adults about ENDS viewed on social media

Advertising · Content analysis · Curiosity · Media literacy · Normative · Perception · Political science · Social media · Social science · Sociology · World Wide Web · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Communication and Language · Digital Marketing and Social Media · Mathematics · Psychology · Social Psychology

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