E-cigarette and Cannabis in Social Media Influencer Marketing and Its Effect on Adolescents: A Survey-Based Experiment

Abstract Introduction: Micro-influencers (1000–100 000 followers) promote e-cigarettes alongside cannabis on social media. This study examined the association of exposure to such marketing with adolescent perceptions of e-cigarettes and micro-influencers. Methods: In this 2023–2024 survey-based, in-class repeated-measures experiment, California adolescent e-cigarette and cannabis never-users (n = 1402; Mage = 17 [SD = 0.6]; 51.4% female, 41.7% Hispanic) were randomly shown three pairs of Instagram images featuring micro-influencers promoting: (1) e-cigarettes with cannabis (experimental group), (2) e-cigarettes alone (control), or (3)