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

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...