University of South Florida (USF) M3 Publishing


Although the use of e-cigarettes is new compared to conventional cigarettes, the rate of use is increasing rapidly. E-cigarettes, unlike traditional cigarettes, are not subject to marketing limits. The relationship between e-cigarette advertisement exposure and e-cigarette perception, susceptibility, and usage in a sample of highly educated adults is investigated in this research. A total of 482 fully completed questionnaires were obtained in an online survey, and 463 of the respondents were aware of e-cigarettes. The relationship between e-cigarette exposure, marketing, and current and ever usage, as well as perception and susceptibility to use e-cigarettes among never e-cigarette users, was investigated using multivariate logistic regression models with SPSS 26. Exposure to e-cigarette advertisement and social environmental were significantly associated with ever use of e-cigarettes. In addition, exposure to e-cigarette advertisement and social environmental were significantly associated with increased susceptibility of individual’s e-cigarette use. The findings show that e-cigarette marketing and e-cigarette use are significantly related among highly educated adults.



Recommended Citation

Sahin, O. (2021). Exposure to e-cigarette marketing and product use among highly educated adults. In C. Cobanoglu, & V. Della Corte (Eds.), Advances in global services and retail management (pp. 1–9). USF M3 Publishing. https://www.doi.org/10.5038/9781955833035

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