title: A Snapshot of the Depiction of Electronic Cigarettes in YouTube Videos.
abstract: OBJECTIVE
  To assess the depiction of e-cigarettes in YouTube videos.
  
  
  METHODS
  The sample (N = 63) was selected from the top 20 search results for "electronic cigarette," and "e-cig" with each term searched twice by the filters "Relevance" and "View Count." Data collected included title, length, number of views, "likes," "dislikes," comments, and inferred demographics of individuals appearing in the videos.
  
  
  RESULTS
  Seventy-six percent of videos included at least one man, 62% included a Caucasian, and 50% included at least one young individual. Video content connotation was coded as positive (76%), neutral (18%), or negative (6%). Videos were categorized as advertisement (33%), instructional (17%), news clip (19%), product review (13%), entertainment (11%), public health (3%), and personal testimonial (3%).
  
  
  CONCLUSIONS
  Most e-cigarette YouTube videos are non-traditional or covert advertisements featuring young Caucasian men.
authors.affiliation: Department of Biomedical and Applied Sciences, Indiana University School of Dentistry, Indianapolis, IN, USA. lromitoc@iu.edu.
authors.forename: Laura M
authors.initials: LM
authors.lastname: Romito
authors.affiliation: Indiana University School of Dentistry, Indianapolis, IN, USA.
authors.forename: Risa A
authors.initials: RA
authors.lastname: Hurwich
authors.affiliation: Indiana University School of Medicine, Indianapolis, IN, USA.
authors.forename: George J
authors.initials: GJ
authors.lastname: Eckert
mesh_terms: D066300:Electronic Nicotine Delivery Systems; D005260:Female; D006801:Humans; D008297:Male; D012907:Smoking; D061108:Social Media; D014743:Videotape Recording