T., Salawati and C.H.C., Noh and M.K.2, Ahmad (2025) Adolescents' Perception of Message Appeals in E-Cigarette Prevention. Health Education and Health Promotion, 13 (3). pp. 521-528. ISSN 25885715

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Abstract

Aims: This study aimed to explore the perceptions of adolescent e-cigarette users and non-users toward various types of message appeals in e-cigarette prevention campaigns. Participants & Methods: This qualitative study employed the focus group discussion technique with 51 high school adolescents, including those who used e-cigarettes (vape group) and those who did not (non-vape group). Participants were selected by the school for this study. Data analysis was conducted using thematic analysis. Findings: Emotional appeals had a strong influence on both groups, particularly messages featuring testimonials from former users. Rational appeals were considered less appealing despite presenting important data; however, combining them with emotional appeals was regarded as more ideal. Although not all participants liked humorous appeals, both groups agreed that they enjoyed the humor appeal of Dr. Tirta, a doctor who has become an influencer on social media. Fear appeals were considered more effective for early adolescents who have never tried e-cigarettes, as they tend to be underestimated by those who have already experienced addiction. Customizing e-cigarette prevention messages based on adolescents’ experiences could enhance message effectiveness. Emotionally resonant messages that present facts with credible delivery offer a promising strategy for adolescent-focused public health campaigns. Conclusion: A combination of fact-based, emotionally resonant messages delivered by credible individuals is a promising alternative strategy for adolescent-focused public health campaigns.

Item Type:	Article
Uncontrolled Keywords:	Adolescent Electronic Nicotine Delivery Systems Health education Smoking Prevention Social Perception
Subjects:	B Philosophy. Psychology. Religion > BF Psychology L Education > L Education (General)
Divisions:	School of Multimedia Technology & Communication
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	29 Oct 2026 14:46
Last Modified:	29 Oct 2026 14:46
URI:	https://repo.uum.edu.my/id/eprint/36644

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