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Is Exposure to Social Media Advertising and Promotion Associated with E-cigarette Use? Evidence from Indonesia

Wulan, W. R., Kusuma, D. ORCID: 0000-0002-1909-9341, Nurjanah, N. , Aprianti, A. & Ahsan, A. (2022). Is Exposure to Social Media Advertising and Promotion Associated with E-cigarette Use? Evidence from Indonesia. Asian Pacific Journal of Cancer Prevention, 23(4), pp. 1257-1262. doi: 10.31557/APJCP.2022.23.4.1257


BACKGROUND: E-cigarette use is a growing public health concern globally, including in Indonesia. OBJECTIVE: Our study aimed to assess whether exposure to advertising and promotion in social media is associated with e-cigarette use in Indonesia, an upper-middle-income country. METHODS: We conducted mixed-method research including quantitative and qualitative methods. For the quantitative methods, we did an online survey in the five largest cities in the country with 1,239 participants during September-October 2020. For the qualitative method, we conducted an in-person focused group discussion during November 2020 (while complying to the COVID-19 protocols). RESULTS: We found high rates of e-cigarette ever use (29%) and current use (13%) among study participants. There was high exposure to e-cigarette advertising and promotion in social media, with a majority of participants (84%) reported ever seeing e-cigarette adverts or promotions on Facebook, Instagram, YouTube, and others. Both high rates of e-cigarette use and exposure to social media advertising are associated. Participants reported ever seeing adverts and promotions were 2.91 times and 2.82 times more likely ever to use and currently use e-cigarettes, respectively, after controlling for socioeconomic factors, region, and cigarette smoking status. CONCLUSION: Exposure to social media advertising and promotion is associated with e-cigarette use in Indonesia.

Publication Type: Article
Additional Information: This work is licensed under a Creative Commons AttributionNon Commercial 4.0 International License.
Publisher Keywords: Indonesia; Promotion; Social Media; advertising; e-cigarette; Advertising; COVID-19; Electronic Nicotine Delivery Systems; Humans; Indonesia; Social Media; Vaping
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HM Sociology
R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine
Departments: School of Health & Psychological Sciences > Healthcare Services Research & Management
Text - Published Version
Available under License Creative Commons Attribution Non-commercial.

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