A snapshot of the depiction of electronic cigarettes in YouTube videos

Laura Romito, Risa A. Hurwich, George J. Eckert

Research output: Contribution to journalArticlepeer-review

16 Scopus citations


Objective: To assess the depiction of ecigarettes in YouTube videos. Methods: The sample (N = 63) was selected from the top 20 search results for "electronic cigarette," and "e-cig" with each term searched twice by the filters "Relevance" and "View Count." Data collected included title, length, number of views, "likes," "dislikes," comments, and inferred demographics of individuals appearing in the videos. Results: Seventy-six percent of videos included at least one man, 62% included a Caucasian, and 50% included at least one young individual. Video content connotation was coded as positive (76%), neutral (18%), or negative (6%). Videos were categorized as advertisement (33%), instructional (17%), news clip (19%), product review (13%), entertainment (11%), public health (3%), and personal testimonial (3%). Conclusion: Most e-cigarette YouTube videos are non-traditional or covert advertisements featuring young Caucasian men.

Original languageEnglish (US)
Pages (from-to)823-831
Number of pages9
JournalAmerican Journal of Health Behavior
Issue number6
StatePublished - Nov 1 2015


  • Electronic cigarettes
  • Social media
  • Tobacco
  • YouTube

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health
  • Health(social science)
  • Social Psychology

Fingerprint Dive into the research topics of 'A snapshot of the depiction of electronic cigarettes in YouTube videos'. Together they form a unique fingerprint.

Cite this