Vaping in the Digital Age: How Social Media Influences Adolescent Attitudes and Beliefs About E-Cigarette Use

Adolescent use of electronic cigarettes (e-cigarettes) has surged despite declining traditional cigarette use among this demographic. E-cigarettes have become the most popular tobacco product among middle and high school students in the United States, with over 2 million reporting current use. Social media plays a critical role in this trend, offering pervasive marketing and positive portrayals that normalize e-cigarette use. This study explores how social media influences adolescent attitudes and beliefs toward e-cigarettes. Utilizing a qualitative descriptive design, we conducted semi-structured interviews with 21 adolescents aged 14–18 who were current or past e-cigarette users. Participants were recruited via social media and provided insights into their experiences with an e-cigarette-related feature on these platforms. We used an inductive approach to thematic analysis to analyze the data following Braun and Clarke’s guidelines, which allowed themes to emerge directly from the data without imposing preconceived categories. Thematic analysis revealed five primary themes: (1) perceptions of e-cigarettes, (2) social influences and norms, (3) marketing and advertisement impact, (4) curiosity and experimentation, and (5) awareness of risks. These findings underscore the complex interplay between social media exposure and adolescent e-cigarette use, highlighting the need for targeted public health interventions and stricter advertising regulations to address the rising e-cigarette use among adolescents.