Portrayal of electronic cigarettes on YouTube

Chuan Luo, Xiaolong Zheng, Daniel Dajun Zeng, Scott Leischow

Research output: Contribution to journalArticle

42 Citations (Scopus)

Abstract

Background: As the most popular video sharing website in the world, YouTube has the potential to reach and influence a huge audience. This study aims to gain a systematic understanding of what e-cigarette messages people are being exposed to on YouTube by assessing the quantity, portrayal and reach of e-cigarette videos.

Methods. Researchers identified the top 20 search results on YouTube by relevance and view count for the following search terms: "electronic cigarettes", "e-cigarettes", "ecigarettes", "ecigs", "smoking electronic cigarettes", "smoking e-cigarettes", "smoking ecigarettes", "smoking ecigs". A sample of 196 unique videos was coded for overall portrayal and genre. Main topics covered in e-cigarette videos were recorded and video statistics and viewer demographic information were documented.

Results: Among the 196 unique videos, 94% (n = 185) were "pro" to e-cigarettes and 4% (n = 8) were neutral, while there were only 2% (n = 3) that were "anti" to e-cigarettes. The top 3 most prevalent genres of videos were advertisement, user sharing and product review. 84.3% of "pro" videos contained Web links for e-cigarette purchase. 71.4% of "pro" videos claimed that e-cigarettes were healthier than conventional cigarettes. Audience was primarily from the United States, the United Kingdom and Canada and "pro" e-cigarette videos were watched more frequently and rated much more favorably than "anti" ones.

Conclusions: The vast majority of information on YouTube about e-cigarettes promoted their use and depicted the use of e-cigarettes as socially acceptable. It is critical to develop appropriate health campaigns to inform e-cigarette consumers of potential harms associated with e-cigarette use.

Original languageEnglish (US)
Article number1028
JournalBMC Public Health
Volume14
Issue number1
DOIs
StatePublished - Oct 3 2014

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Tobacco Products
Smoking
Electronic Cigarettes
Health Promotion
Canada
Research Personnel
Demography

Keywords

  • Electronic cigarettes
  • Social media
  • Tobacco control
  • YouTube

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health

Cite this

Luo, C., Zheng, X., Zeng, D. D., & Leischow, S. (2014). Portrayal of electronic cigarettes on YouTube. BMC Public Health, 14(1), [1028]. https://doi.org/10.1186/1471-2458-14-1028

Portrayal of electronic cigarettes on YouTube. / Luo, Chuan; Zheng, Xiaolong; Zeng, Daniel Dajun; Leischow, Scott.

In: BMC Public Health, Vol. 14, No. 1, 1028, 03.10.2014.

Research output: Contribution to journalArticle

Luo, C, Zheng, X, Zeng, DD & Leischow, S 2014, 'Portrayal of electronic cigarettes on YouTube', BMC Public Health, vol. 14, no. 1, 1028. https://doi.org/10.1186/1471-2458-14-1028
Luo, Chuan ; Zheng, Xiaolong ; Zeng, Daniel Dajun ; Leischow, Scott. / Portrayal of electronic cigarettes on YouTube. In: BMC Public Health. 2014 ; Vol. 14, No. 1.
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