The role of media and retailer message recall on Malaysian male perceptions of e-cigarette use: the 2016 national study of e-cigarettes prevalence

Lei, Hum Wee and Guat, Hiong Tee and Mei, Caryn Hsien Chan and Draman, Samsul and Ab Rahman, Jamalludin and Bee, Kiau Ho and Miaw, Jane Yn Ling and Kuang, Hock Lim and Mohd Yusoff, Muhammad Fadhli and Baharom, Nizam and Robson, Noorzurani and Kartiwi, Mira and Ab Rahman, Norny Syafinaz and Ching, Sin Siau and Nik Mohamed, Mohamad Haniki (2022) The role of media and retailer message recall on Malaysian male perceptions of e-cigarette use: the 2016 national study of e-cigarettes prevalence. Inquiry: The Journal of Health Care Organization, Provision, and Financing, 59. pp. 1-11. ISSN 0046-9580 E-ISSN 1945-7243

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Abstract

This study examined the perceptions of current smokers on electronic cigarette (EC) use, after exposure to information on EC use and its potential harms from various media and retail outlets. This cross-sectional study is a sub-analysis of the National Study of Electronic Cigarettes Prevalence (N = 4289) using the multi-stage stratified sampling method. Respondents were interviewed face-to-face by a trained data collector using a structured questionnaire printed in both Bahasa Malaysia and English. The analysis included 376 males who smoked conventional cigarettes and/or used ECs and reported ever seeing messages on ECs/vape in various platforms were analyzed using weighted simple and multiple logistic regression. Our findings showed different media types resulted in differing perceptions among smokers towards EC use especially between social media and conventional media. Those exposed to messages promoting EC in social media had higher odds of believing that ECs help people quit smoking (OR: 2.28), the urge to smoke is reduced by ECs (OR: 1.86), ECs are more effective than medication for quitting smoking (OR: 1.96), breathing is improved after using ECs (OR: 2.85), the smell of EC is better than a tobacco cigarette (OR: 2.73), and ECs should be regulated rather than banned completely (OR: 3.08). Vape shops, social, and conventional media provided very different perceptions among smokers towards EC use. Beyond using traditional communication channels, EC promoters have successfully utilized social media to promote ECs among smokers.

Item Type:	Article (Journal)
Additional Information:	3297/97029
Uncontrolled Keywords:	e-cigarettes, current smokers, social media, perception, Malaysia
Subjects:	R Medicine > R Medicine (General)
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Information and Communication Technology Kulliyyah of Information and Communication Technology Kulliyyah of Medicine Kulliyyah of Pharmacy
Depositing User:	Dr Jamalludin Ab Rahman
Date Deposited:	04 Mar 2022 11:30
Last Modified:	16 Mar 2022 15:02
URI:	http://irep.iium.edu.my/id/eprint/97029

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