@Article{info:doi/10.2196/12709,
author="Kong, Grace
and LaVallee, Heather
and Rams, Alissa
and Ramamurthi, Divya
and Krishnan-Sarin, Suchitra",
title="Promotion of Vape Tricks on YouTube: Content Analysis",
journal="J Med Internet Res",
year="2019",
month="Jun",
day="18",
volume="21",
number="6",
pages="e12709",
keywords="e-cigarettes; social media; marketing",
abstract="Background: The ability to perform vape tricks (ie, blowing large vapor clouds or shapes like rings) using e-cigarettes appeals to youth. Vape tricks are promoted on social media, but the promotion of vape tricks on social media is not well understood. Objective: The aim of this study was to examine how vape tricks were promoted on YouTube to youth. Methods: Videos on vape tricks that could be accessed by underage youth were identified. The videos were coded for number of views, likes, dislikes, and content (ie, description of vape tricks, e-cigarette devices used for this purpose, video sponsors [private or industry], brand marketing, and contextual characteristics [eg, model characteristics, music, and profanity]). Results: An analysis of 59 sample videos on vape tricks identified 25 distinct vape tricks. These videos had more likes than dislikes (11 to 1 ratio) and a 32,017 median view count. 48{\%} (28/59) of the videos were posted by industry accounts (27{\%} [16/59] provaping organizations, 15{\%} [9/59] online shops, and 3{\%} [2/59] vape shops) and 53{\%} by private accounts (55{\%} [17/31] private users, 26{\%} [8/31] vape enthusiasts, and 19{\%} [6/31] YouTube influencers); 53{\%} (31/59) of the videos promoted a brand of e-cigarette devices, e-liquids, or online/vape shops, and 99{\%} of the devices used for vape tricks were advanced generation devices. The models in the videos were 80.2{\%} (160/198) male, 51.5{\%} white (102/198), and 61.6{\%} (122/198) aged 18 to 24 years; 85{\%} (50/59) of the videos had electronic dance music and hip hop, and 32{\%} (19/59) had profanity. Conclusions: Vape trick videos on YouTube, about half of which were industry sponsored, were accessible to youth. Restrictions of e-cigarette marketing on social media, such as YouTube, are needed. ",
issn="1438-8871",
doi="10.2196/12709",
url="http://www.jmir.org/2019/6/e12709/",
url="https://doi.org/10.2196/12709",
url="http://www.ncbi.nlm.nih.gov/pubmed/31215510"
}