Adolescents' Perceptions of Nicotine Vaping-Related Social Media Content

Nicotine vaping among adolescents, a major public health concern, may be exacerbated by exposure to pro-vaping social media content. This study interviewed adolescents about their perceptions of nicotine vaping-related social media content and its effects. Adolescents (analytic sample N = 30, age 13-18, in California, 73.3% never-vapers) participated in online semi-structured interviews. Initial codes were derived from the interview questions. Two authors discussed emerging themes in the transcripts and revised the coding guide in an iterative process until saturation was reached. Exposure to pro-vaping content was common (27/30), especially transient content (e.g., "stories"; 12/30). Participants identified three main purposes of social media vaping posts: selling products (6/30), showing off (20/30), and documenting daily activity (8/30). Perceived effects of vaping-related content on social media included increased access to vaping products (3/30) and normalization of vaping (24/30). Most (20/30) spoke of content affecting others, not themselves. Reactions to vaping-related posts were multiple and included indifference (22/30), disapproval (21/30), and curiosity (8/30). Exposure to vaping-related social media content was common and included peer-to-peer sales of vaping products. Adolescents may become curious about vaping after frequent exposure to social media content and could purchase products through social media. Pro-vaping content should be restricted on social media platforms to protect adolescents. Public Policy Relevance Statement Adolescents in California were interviewed about their exposure to nicotine vaping-related content on social media and their perceptions of its effects. Exposure to pro-vaping content was common, including transient content that may be difficult for parents and researchers to detect. Vaping content increased adolescents' perceptions of vaping as normative, made them curious about vaping, and provided access to vaping products.