Journal of Interactive Advertising

ISSN: (Print) 1525-2019 (Online) Journal homepage: http://www.tandfonline.com/loi/ujia20

The Influence of Social Media Influencers:

Understanding Online Vaping Communities and
Parasocial Interaction through the Lens of Taylor’s
Six-Segment Strategy Wheel

Emory S. Daniel Jr., Elizabeth C. Crawford Jackson & David K. Westerman

To cite this article: Emory S. Daniel Jr., Elizabeth C. Crawford Jackson & David K. Westerman
(2018) The Influence of Social Media Influencers: Understanding Online Vaping Communities
and Parasocial Interaction through the Lens of Taylor’s Six-Segment Strategy Wheel, Journal of
Interactive Advertising, 18:2, 96-109, DOI: 10.1080/15252019.2018.1488637

To link to this article: https://doi.org/10.1080/15252019.2018.1488637

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Jun 2018.
Published online: 18 Oct 2018.

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JOURNAL OF INTERACTIVE ADVERTISING
2018, VOL. 18, NO. 2, 96–109
https://doi.org/10.1080/15252019.2018.1488637

The Influence of Social Media Influencers: Understanding Online Vaping

Communities and Parasocial Interaction through the Lens of Taylor’s
Six-Segment Strategy Wheel
Emory S. Daniel, Jr.a, Elizabeth C. Crawford Jacksonb, and David K. Westermanb
a
Appalachian State University, Boone, North Carolina, USA; bNorth Dakota State University, Fargo, North Dakota, USA

ABSTRACT KEYWORDS
The purpose of this research is to increase understanding of Taylor’s six-segment strategy wheel (SSSW) Appeals; celebrity;
by exploring how message strategy makes use of commenters’ parasocial interactions (PSIs) with social interactive advertising
media influencers (SMIs). Recent research findings have concluded that younger viewers often consider formats; parasocial
interaction; social
PSIs/parasocial relationships (PSRs) to be highly similar to their social interactions/relationships. To media; vaping
understand this phenomenon, the research explores the dynamics of the vaping community, because
SMIs are a primary means of product information. Vaping companies use SMIs who are known only to
the collective group of like-minded peers to create a loyal audience. The present study uses research
from the SSSW and PSIs to understand persuasive cues while watching a video featuring an SMI.

When the Office of the Surgeon General of the United
States issued its 2016 report on e-cigarette use, or vap-
ing, among young people, it became the first federal
agency to complete a thorough account investigating
public health issues presented by vaping and its influ-
ence on youth and young adults (U.S. Department of
Health and Human Services [DHHS] 2016). The
release of this report demonstrates serious concern
regarding the prevalence of the vaping habit among
the young. While the cigarette industry has been in
decline, especially among younger consumers, research
shows that vaping products are becoming increasingly
popular in this market. In fact, current projections
show that by 2021 the vaping industry is going to
reach $15.4 billion, a significant increase from $2 bil-
lion in 2016. This projection represents growth of
691% for the vaping industry (Scola 2017). Vaping
products or e-cigarettes have become the most preva-
lent form of tobacco use among young adults ages 18
to 24 (U.S. DHHS 2016). Current research shows that
38% of students in high school have tried vaping.
Because most tobacco use typically begins during the
teen years, it is essential to understand how and why
young people start vaping (U.S. DHHS 2016).
Given the increase in sales of vaping products, add-
itional research is needed to better understand why
members of the Millennial generation and Generation
Z have adopted the vaping habit when other forms of
tobacco use have been less popular or are decreasing
in popularity. Smoking in general has become a highly
stigmatized habit (Stuber, Galea, and Link 2008).
However, current trends seem to show that vaping
has overcome some of this social stigma and has not
been associated with the less desirable habits of cigar-
ette smoking and e-cigarette use (Gostin and Glasner
2014). Therefore, this research explores how current
social media messaging about vaping has fostered
more acceptance for this habit among youth and
young adults.
In the past, the government has restricted advertis-
ing to help combat tobacco use among young people
(Crawford 2014). In fact, in 2016 the Food and Drug
Administration (FDA) finalized the law entitled, The
Prevent All Cigarette Trafficking (PACT) Act, which
regulated e-cigarettes in the same way that traditional
cigarettes have been and extended regulation to the
Internet (FDA 2016). However, these regulations are
not as effective as they could be because minors can
still be exposed to vaping and e-cigarette promotion

CONTACT Emory S. Daniel, Jr. danieles@appstate.edu Appalachian State University, 121 Bodenheimer Rd., Walker Hall 129, Boone, NC 28608, USA.
Emory S. Daniel, Jr. (Ph.D, Dakota State University) is an assistant professor, Appalachian State University.
Elizabeth C. Crawford Jackson (PhD, University of Tennessee, Knoxville) is an associate professor, North Dakota State University.
David K. Westerman (PhD, Michigan State University) is an associate professor, North Dakota State University.
ß 2018 American Academy of Advertising

online. Social media advertising is influential among
members of this market, and the social media environ-
ment has fundamentally changed the nature of product
advertising in this category (Sowles et al. 2016). In spite
of its influence on younger markets, little research has
explored how less-formal social media messages might
influence behaviors such as e-cigarettes and vaping.
Researchers expect the advertising and promotion of e-
cigarettes and vaping on social media and elsewhere
will increase (Sowles et al. 2016).
The marketing environment of the 21st century has
been more about delivering a product experience than
simply communicating product-related messages. The
cultural group that vaping brought into being distin-
guishes it from other tobacco products and their promo-
tion (Doward and Agerholm 2016) and exemplifies this
new experiential and community-centered approach to
product promotion. In addition to the appeal of becom-
ing a part of the vaping social community, Millennials
and Generation Z also vape for the sensory experience,
the flavors (e.g., Skittles, Red Bull, Sex on the Beach), and
tricks. Tricks can be classified as unique ways to blow the
vapor into various shapes and sizes. An infatuation with
vaping tricks (e.g., rings, jellyfish, force fields) helped
solidify the “cloud-chaser” identity within the vaping
community. Likewise, the motivation to vape for the fla-
vor has contributed to the “flavor-chaser” identity. Both
the cloud-chaser and flavor-chaser identities combine
social identity with sensory needs.
In response to the strong identification that vapers
form with their habit, Measham, O’Brien, and Turnbull
(2016) discussed the need for policymakers and profes-
sionals to consider the reasons why young people vape
and how their reasons may differ from those of adults.
Social and sensory needs (e.g., taste) seem to be primary
factors, which would parallel research on why smokers
take up the hobby (Ranard 2016). Instead of associating
with being a cigarette smoker or nonsmoker, vapers
have adopted a unique and new identity (Hess et al.
2017). Likewise, Oyler (2016) stated, “Interest in vaping
and vape tricks has led to the formation of an online
and face-to-face community whose members identify as
members of an exclusive vaping group” (p. 1).
Therefore, it is essential to consider why the vaping
industry has changed direction in its message strategy.
E-Cigarette Advertising and Restrictions
Once the 2016 act was enacted expanding FDA over-
sight to include the marketing and promotion of vap-
ing products or e-cigarettes, e-cigarettes fell under the
FDA’s definition of tobacco products. According to
JOURNAL OF INTERACTIVE ADVERTISING 97
the 2016 amended definition, vaping devices were to
be regulated like traditional cigarettes, “including but
not limited to restricting vaping product sales to peo-
ple aged 18 years or older, using health-warning labels
on packages and advertisements, and banning the dis-
tribution of free samples” (Sowles et al. 2016). Even
though this rule furthers the tobacco-control agenda,
additional legislation would be required to expand the
scope of the PACT Act to prohibit the online sale of
vaping devices to minors. Currently, the law applies
exclusively to traditional cigarettes. However, as of
August 2018, displaying advertisements for vaping
products or the products themselves without including
the mandated warning will be illegal (FDA 2016).
In addition, a number of policies have been applied
on the state level. Many states have passed statewide
vaping bans or other statewide vaping restrictions. So
far, 15 states have introduced some type of e-cigarette
ban and 13 states have altered their current smoking
bans to include vaping and e-cigarettes (American
Nonsmokers’ Rights Foundation 2018). Likewise, sev-
eral states have e-cigarettes laws restricting sales to those
under age 21; these states include Arkansas, California,
Hawaii, Maine, New Jersey, and Oregon. In addition,
California and Delaware have instituted restrictions on
advertising e-cigarettes to minors on the Internet and
mobile devices (Public Health Law Center 2018).
Of particular importance to the creators of broadcast
commercials is the nature of the new mandated prod-
uct-related warnings. Although the new regulations do
not expand the current congressional ban on radio and
television cigarette advertising, they do mandate the
inclusion of health warnings on the packaging and in
the advertising of vaping products. For e-cigarette com-
mercials, including the statement “WARNING: This
product contains nicotine. Nicotine is an addictive
chemical” will be mandatory (Oxenford 2016).
Despite the required warnings (FDA 2016), tobacco
companies are still allowed to advertise e-cigarettes via
traditional media outlets. Because research has been
ongoing concerning the use and potential dangers of e-
cigarettes, Blu and other companies have a unique
advantage of advertising their product openly. Although
Blu’s history ended in a buyout, it is still important to
recognize the successful advertising scheme that was
part of their birth and initial success. Blu used various
strategies to gain an active following through parasocial
interaction (PSI), celebrity advertising, and social mes-
sage strategies (consistent with Taylor’s Six-Segment
Strategy Wheel [SSSW]). All three components listed
can help explain the company’s brief yet significant suc-
cess. To further account for its advertising campaign,
98 E. S. DANIEL JR. ET AL.
celebrity advertising must be discussed to recognize
the importance of Blu’s decision to advertise their
e-cigarettes through this method.
E-cigarettes implemented celebrity advertising,
much like traditional tobacco, when health claims
were unknown/limited. In the 1930s and 1940s, celeb-
rity advertising was a very popular trend (Crawford
2014). It was not until the 1950s that use of celebrity
advertising started to drop dramatically. During this
decade, research on cigarettes began to publicly
broadcast their perilous health effects, which might
correlate with a decline in celebrity endorsements in
cigarette advertisements. E-cigarette advertising started
the same way and is consistent with the pattern of
increasing publication of health risks and decreasing
use of celebrity advertising that traditional cigarettes
experienced. Celebrity endorsements may have been
used early on, much like the endorsements used at the
beginning of cigarette advertisements. However, much
like traditional cigarette advertising, mainstream celeb-
rities did not remain in the spotlight. For example,
the Blu advertising campaigns used only two celebri-
ties (i.e., Jenny McCarthy and Stephen Dorff), and
they were each featured in two or three commercials
with no additional exposure. No extra publicity could
lead to little interaction with celebrities, which leaves
little room for positive or negative emotions with the
brand. Relationships rarely follow, because the celeb-
rity can seem distant and inaccessible.
Vaping Audiences
One focus of this study is to address Taylor’s SSSW
and the influence specific segments have from audi-
ence members. The other focus is rooted in celebrity
advertising and the interactions that audience mem-
bers have with them. Crawford (2014) began a discus-
sion with celebrity-driven campaigns, the SSSW, and
tobacco research to help specify the phenomenon for
this study. Moreover, many studies examine nicotine-
related products connected to celebrity promotions
(Romer et al. 2017; Baba 2016; Sangalang 2015; Basil
1997). Sangalang (2015) made a call to investigate
communication not only with tobacco but also with
electronic nicotine delivery devices. For example, vap-
ing does not use tobacco, but it is the introduction of
a new nicotine delivery method that has been causing
health concerns. Moreover, the tobacco and nicotine
industries are well-known for their innovative and
controversial advertising using characters, whether
cartoon or celebrity (Weinberget, Spotts, and Markos
2010). Therefore, the current research project focuses
on how nicotine-related products use celebrity endors-
ers in their advertisements to interact with members
of their target market.
The nicotine market’s distinctiveness provides a
novel focus for this study. There are very few products
that consumers continuously and knowingly use with-
out being able to quit (Mayo Clinic 2013). More spe-
cifically, because nicotine alters the chemicals in an
individual’s brain, withdrawal can be a difficult pro-
cess. Nicotine affects levels of dopamine and nor-
adrenaline, both of which influence mood and
concentration, which smokers find very enjoyable
(Mayo Clinic 2013). Once affected, smokers continue
using the products to get the same effect, which may
lead to increased use. However, quitting smoking can
be difficult. When a person quits smoking, the dopa-
mine levels are negatively affected, which may cause
such adverse symptoms as depression, irritability, and
anxiousness. Smoking provides an immediate fix for
people experiencing problems with withdrawal, which
can make quitting difficult (Mayo Clinic 2013).
Historically, tobacco and nicotine industries have
found young markets appealing (Crawford 2014). For
many young people, smoking serves as an escape
from stress and depression. Although advertising reg-
ulations were enforced heavily in the 1980s and 1990s,
trends in the international market still favor younger
audiences. Research suggests vaping has dangerous
effects on mental health, increases the risks of heart
disease, and causes an increased potential to develop
prostate cancer (Raloff 2016). However, users see vap-
ing as less harmful than traditional cigarettes. Health
concerns might explain why some young populations
seek this nicotine delivery method as opposed to ciga-
rettes. Recent studies from the Centers for Disease
Control and Prevention (CDC) analyzed e-cigarette
use among middle and high school students (CDC
2015). Compared to 2013, three times as many stu-
dents used e-cigarettes in 2014. High school smokers
have increased their e-cigarette use from 4.5% of ado-
lescents owning e-cigarettes in 2013 to 13.4% owning
of e-cigarettes in 2014, while middle school students
increased even more—from 1.1% owning e-cigarettes
in 2013 to 3.9% in 2014. Although the cause of the
rise might be perceived minimized health risks, Edgar
(2013) interviewed a CDC official and determined one
of the main reasons for the excessive growth was the
aggressive campaigning of e-cigarette companies. The
primary audience seems to involve the Millennial gen-
eration and younger (e.g., Generation Z).
The tobacco industry is losing its current custom-
ers; fewer people are buying traditional cigarettes

today than at almost any point in the past 20 to 30
years. The cigarette market stands to lose record a
$7.7 billion by 2021 (Scola 2017). Millennial and
Generation Z demographics are optimal for marketers
working to attract a new customer base. A variety of
factors make these demographics particularly attract-
ive. First, Millennials comprise the largest demo-
graphic in the nation. In the United States alone,
there are approximately 80 million Millennials. In
2015, Millennials became the largest generation in the
U.S. workforce, and they are expected to earn $1.4
trillion in disposable income by 2020 (Speier 2016).
The young age of Millennials also increases their
attractiveness to marketers: Once a product earns a
Millennial’s loyalty, the brand may enjoy many years
of repeat purchases, extending well into the future.
Attracting young consumers to the stigmatized
smoking habit presents a challenge. Therefore, pre-
senting a socially acceptable image for vaping is key
to entry into the Millennial and Generation Z mar-
kets. So far, young consumers do not associate vaping
with cigarettes or e-cigarettes, which are not consid-
ered socially desirable (Gostin and Glasner 2014).
Given the addictiveness of nicotine and the difficulty
associated with quitting, obtaining customer loyalty is
less challenging once a consumer tries the product.
Due to the negative stigma attached to tobacco and
nicotine usage (Stuber, Galea, and Link 2008), a
young person’s friend(s) might not be inclined to sup-
port his or her leisure pursuit. Therefore, it might be
beneficial for the stigmatized user to interact with
others who “support” the hobby (e.g., a celebrity who
also vapes, vaping community members). Internet
sites, social media, and other informal social networks
can fill an information gap that exists for young adults
trying to learn more about any health risks associated
with vaping and whether vaping is a socially accept-
able habit (Gowin, Cheney, and Wann 2017).
Although not communicating with the stigmatized
directly, a celebrity can deliver a social message strat-
egy and convince users that it is acceptable to con-
tinue smoking. A friend who vapes might be a
suitable social outlet for those unwilling to quit, but
vapers can also engage in PSI with a celebrity vaper
and form a parasocial relationship (PSR) to bolster
the bond between the viewer and the content produ-
cer. In addition, PSI support from an admired celeb-
rity vaper is attractive because one can gain social
support and affirmation for one’s habit through
social media.
Social media marketing is especially attractive to
Millennials. Millennials can be demanding consumers
JOURNAL OF INTERACTIVE ADVERTISING 99
who expect a large degree of personalization, customiza-
tion, and instant gratification (Sweeney 2006; Pate and
Adams 2013). The Internet and social media can deliver
these three things. Millennials are spending hours every
day on social media and online retail sites. Prepurchase
product research usually involves looking at consumer
reviews online. While considering an online purchase,
Millennials place great importance on whether the prod-
ucts they are considering received “likes” or positive
ratings from their peers and celebrity endorsers or influ-
encers (Pate and Adams 2013).
Vaping Community and Celebrities
Vaping fosters interactive community involvement
through online videos that demonstrate techniques
and tricks as well as introduce new product flavors.
With trick tutorials, social media influencers (SMIs)
produce content on a social media channel that fea-
tures the vaping pen used and sometimes the SMI’s
preferred vaping e-juice (consisting of a mixture of
vegetable glycerin, propylene glycol, and flavoring that
is dripped on the vaping machine’s coils). For
example, A-Kidz and FreshSkater Jay are two vaping
SMIs. Having a niche persona provides SMIs with
unique opportunities to relate to their audiences
(Freberg et al. 2011). Traditional media typically allow
celebrity influence through one-way communication
that does not facilitate audience response. Social
media’s advantages include providing SMIs with the
opportunity to post content at their leisure and facili-
tating responses to comments within seconds of their
reply to the video (Bennett 2012). Viewers feel more
involved with the person producing the video because
of the opportunity for interactions and multiple plat-
forms through which the audience can interact
(Bernardo 2014). The vaping industry has attempted a
unique promotional strategy involving minor celebri-
ties endorsing flavors and tricks. This new promo-
tional strategy has not been effectively used by other
types of tobacco products. Vaping has made signifi-
cant innovations in celebrity–consumer interactions.
Given the importance Millennials place on online tes-
timonials and reviews, this new marketing strategy
has great potential for the vaping industry.
The videos published by vaping companies include
content that relates to the needs and messaging strat-
egies included in Taylor’s SSSW. For instance, a popu-
lar vaping YouTube channel, Vape Capitol, posts
videos using SMIs performing vaping tricks that dem-
onstrate the talents of the SMIs and their ability to
create aesthetically pleasing clouds, rings, and jellyfish,
100 E. S. DANIEL JR. ET AL.
Figure 1. Taylor’s six-segment message strategy wheel.
to name a few, out of the water vapor. Moreover, the
videos featured by Vape Capitol demonstrate SMIs
who identify as vapers, disassociate with traditional
cigarettes, and promote the vaping community they
belong to in their videos. Therefore, the ritual view of
the wheel (which includes social, identity, and sen-
sory-related persuasive appeals) appears prominently
in most cloud- and flavor-chasing videos, which is a
major reason why this study investigates in depth the
ritual side of the wheel. First, the previously men-
tioned tutorials use the social connections through
PSI with celebrity endorsers.
For this study, the researchers uncovered dominant
SSSW segments within YouTube comments and deter-
mined which segment is the most prominent in their
response. As a means for exploratory research, the
researchers associated PSI with the social segment of
the wheel.
Taylor’s Strategy Wheel
Taylor offers two previously mentioned separate sub-
divisions of the wheel, titled the transmission view
and the ritual view (Taylor 1999; see Figure 1).
Drawing from Carey (1992), Taylor (1999) described
the transmission view of communication with the
verbs “imparting, sending, transmitting, or giving
information to others” (p. 8). The transmission view
follows the logical view of communication as
“structuring and maintaining an ordered, meaningful
cultured world that serves as a control and container
for human action” (p. 8). Taylor suggests that if the
transmission view is information, then the ritual view
is drama. Whereas the transmission view is informa-
tion and claim based, the ritual view uses persuasive
tactics such as image-based information and emo-
tional and experience-focused persuasive cues. Across
these two separate halves, there are six message seg-
ments: three with transmission-based strategies and
three with ritual-based strategies. Taylor introduced
the strategy wheel as a model for classifying advertis-
ing messages (Taylor 1999).
The transmission subdivision of the wheel includes
three message strategies: rational, acute, and routine.
Ivan Pavlov’s learning model defines the routine seg-
ment (Taylor 1999). Pragmatic buying motives often
persuade consumers; customers buy from habit rather
than complex decision making (Taylor 1999).
Urgent specialized needs categorize the next seg-
ment, known as acute needs. Under time constraints,
customers are not able to research products effectively
and purchase a product based on necessity and brand
familiarity (Taylor 1999). For example, Blu commercials
applied the acute need segment in their commercials by
using verbs like “need” within the commercial. They ref-
erence the need to “puff” while at social outings to make
sure smokers get the opportunity to smoke.
The rational segment’s foundation is in the
Marshallian economic model, which is the third seg-
ment on the wheel’s transmission side (Taylor 1999).
Alfred Marshall was one of the pioneers behind the
supply and demand economic curve (Marshall 1920).
Consumers have the ability to process information
from advertisements based on data and informational
advertising elements. Purchasing a product is a well-
thought-out decision, rather than a hasty decision.
Conversely, within the ritual side of the wheel, the
three message strategies that exist are the ego, the social,
and the sensory segments. Sigmund Freud’s psychoana-
lytic model categorized the ego segment (Taylor 1999).
From Freud’s perspective, consumers are ego related to
fulfill emotional needs (Freud 1977). The axiom that
defines the ego segment is “I am me,” which is to say
that ego-based advertisements serve as a form of iden-
tity extension for the consumer looking to purchase the
product. Ego is used to promote “smoker” as a distinct
identity. Personal understandings of self can be illus-
trated through personal identity, as vapers have already
established the aforementioned “chaser” label for areas
like flavor or tricks.
Second, Taylor employs Veblen’s social psychological
model to establish the social segment (Taylor 1999).
Within the social segment, products are viewed as state-
ment pieces for showing off to others and signifying
membership in a social community (Veblen 1973).
The community is the most important element in the
social segment, as opposed to individual identity with

the ego segment. The social segment associates with
social approval and noticeability. Most smokers need
reassurance because it helps with their guilt caused by
using a stigmatized product and to cope with using the
product (Pollay and Dewhirst 2002). Vapers might also
need this social cue to relieve their cognitive dissonance
based on a negative stigma. Having another person
affirm their habit is one way of finding this relief.
The third and final segment in the ritual subdivision
is the sensory segment (Taylor 1999). The Cyrenaic
philosophy first categorized the sensory segment, which
stated that sensory cues tie with emotions (Annas 1995).
An association is created between the product and a joy-
ous or happy moment for the consumer based entirely
on the senses a person might experience through con-
suming the brand. Consuming the product is trans-
formed into a moment of pleasure. Vaping commercials
make use of the sensory segment as well. While viewing
videos and Vines, the most common element to con-
sider is the aesthetic of the shapes the smoke makes or
the size of the cloud. Much like people watching tricks
and using their imagination as to what it represents, so
too do viewers in vaping communities want to engage
in the same behavior. Indeed, vapers and audience
members name these vaping tricks after what images
the clouds resemble. However, sensory is not only based
on sight, and olfactory, taste, haptic, and auditory cues
also could be a determining factor in why people might
be interested in the activity.
Taylor’s model has been tested by other scholars
concerning advertising messaging (Golan and Zaidner
2008; Porter and Golan 2013; Kim, McMillian, and
Hwang 2005). In addition, Taylor’s model has also
been used in corporate website strategies (Hwang,
McMillian, and Lee 2003). The application of the
SSSW is diverse and has provided interesting data, but
limited research has been done on which strategies an
audience absorbs the most when communicating
about advertising message content. It is for this reason
the following research question was proposed:
RQ1: How are components related to the SSSW
discussed in a vaping community?
PSI/PSR and the Social Segment
The SSSW segments provide a framework for message
strategies that are associated with universal human
needs. Taylor (1999) suggests viewers use logical rea-
soning to process messages using the transmission
view, but viewers do not process ritual-based messages
with the same rationality. Thus, we may not know
why or how or even realize that we are processing
JOURNAL OF INTERACTIVE ADVERTISING 101
and responding to a given message. One concept that
may fall under this notion and is likely related to the
social segment of the strategy wheel is PSI. In general,
PSI is a feeling of actual interaction with media char-
acters, such as celebrities (Giles 2002; Eyal and Daley
2012; Cohen 2009), and this may help explain the
appeal of celebrity advertising. Therefore, celebrity
advertising is evaluated first. Next, the social segment
of the wheel is seen through the lens of PSI.
Celebrity Advertising
Although the research shows that celebrity endorse-
ments are not universally successful and are highly
dependent on match (Kamins 1989), such endorse-
ments are overall successful (Thomas and Fowler
2016). Daye (2011) found that advertisements without
celebrities had significantly lower recall compared to
advertisements that contained celebrities. Companies
tend to invest in celebrities when they want to
improve brand recognition and trustworthiness while
promoting attitudes and attachment toward a particu-
lar brand and celebrity (McCracken 1989).
Celebrity endorsements can be effective, but the lit-
erature states that four variables must be present for
positive emotions and attachment to occur. First, it
helps if the celebrity is attractive to the viewer. Lagner
and Eisend (2010) found that a consumer’s immediate
positive impression of an attractive celebrity increases
advertising effectiveness. Second, credible celebrities
are also beneficial for the long term. Lagner and
Eisend (2010) argue that although attractiveness leads
to immediate effectiveness, a celebrity’s perceived
credibility would have a much longer impact on the
consumer’s opinion of a brand. Third, the celebrity
must be likable. Thwaites et al. (2012) demonstrated
that when a celebrity has a negative public image, it
can adversely affect the celebrity’s reputation and
therefore his or her market value. Last, the celebrity
must be endorsing something that matches with his
or her public persona (Kamins 1989). Studies have
shown when such celebrities do not perceivably match
the products they are endorsing, the campaign is not
effective (Zwilling and Fruchter 2013; Choi and Rifon
2012). If a celebrity meets all four criteria, the
endorsement is be more likely to be effective.
Social Media Influencers
SMIs are third-party endorsers who shape attitudes
through blogs, tweets, and other uses of social media
(Freberg et al. 2011). Moreover, SMIs approach very
specific needs of their followers and thus become a
102 E. S. DANIEL JR. ET AL.
source of credibility for that specific issue (Liu et al.
2012). In turn, followers deliver the information from
the SMI to nonfollowers as a two-step flow through
word-of-mouth communication (Liu et al. 2012).
SMIs increase their credibility, and thus audiences
notice and support their particular topic of interest
(Booth and Matic 2011). Last, SMIs might also have a
potential to affect brand reputation, as they are “more
likely to be sought out for advice and reassurance and
more likely to give advice than CEOs” (Freberg et al.
2011, p. 91). Niche-based SMIs appear credible,
reliable, and influential, but they also need to be
recognizable.
SMIs connect most effectively with their audience
when they have exposure both online and offline, and
when they identify by self-branding and strategic self-
presentation (Hearn 2008). SMIs’ opinions are consid-
ered very influential as a third party to the organization
or brand being promoted (Liu et al. 2012). They also
have the ability to influence a brand’s reputation
(Freberg et al. 2011). Their followers perceive this inter-
action as word-of-mouth communication (Liu et al.
2012). However, even if the viewers have genuine social
interactions with the SMI, they will most likely not
know the SMI very well, making their relationship para-
social (Eyal and Dailey 2012). Professional vapers are
categorized as SMIs because they are considered third
party; they influence brand reputation; they do not have
a ton of return for their efforts, with regards to profit;
and they respond to their fan bases through several
different social media sites. It is these “interactions” that
lead to the possibility of parasocial interaction.
Parasocial Interaction
A viewer’s one-way experience with a media personality
is known as PSI when it feels like an actual interaction
to the viewer. Although spokespersons typically do not
interact with viewers on screen, viewers still perceive
realness in the communication, including experiencing
emotions and behaviors similar to those in actual inter-
actions (Cohen 2009; Daniel and Westerman 2017) and
those that the character is experiencing/trying to convey
(Klimmt, Hartmann, and Schramm 2006). Horton and
Wohl (1956) further explain that PSI is a “seeming face
to face relationship between spectator and performer,”
(p. 215) and that a character can become a greater part
of a social network through factors like commitment
and identification (Eyal and Dailey 2012). With greater
identification and engagement, audience members can
experience a near real-world social relationship, even
though the actual relationship is one-sided (Horton and
Wohl 1956). Moreover, Giles (2002) suggests that these
one-sided interactions can become a usual social activity
for the viewer. Along with emotions, social interactions
and PSI often share other similarities. For instance,
Giles (2002) discusses two main factors for PSI that
share similarities with social interaction: companion-
ship and personal identity (PI). Companionship refers
to the concept that SMIs remind viewers of their per-
sonal relationships. In addition, PI refers to viewers
using character situations and behaviors as a way of
understanding their own lives. Self-reflexive elements
help create a strong bond with the viewer; in some
cases, PSIs have a higher perceived bond than actual
friends (Gleich 1996). Through companionship and
PI, PSI can parallel and even supersede social
relationships.
With PSIs, there is also variance in the strength of
interactions within the relationship itself (Gleich 1996).
First, viewers have to feel the need for companionship,
which is gratifying a need for social interaction. Next,
people might be so attached to a character that they
would enjoy him or her in other programs/commer-
cials, which is known as person–program interaction.
Last, empathetic interaction means that there is some
degree of affective, behavioral response (Gleich 1996).
For example, a viewer might verbally address a charac-
ter or feel empathy if the character makes a mistake.
Within entertainment media and advertising, PSI can
be a very sophisticated experience for an audience
member. Scholars tend to debate the effectiveness of
centrality of the character during the interaction. PSI
research indicates that audience members find televi-
sion footage more enjoyable and meaningful if the
characters address them directly (Hartmann and
Goldhoorn 2011).
However, other research has determined an oppos-
ite finding. Lueck (2015) suggests celebrities do not
have to address the audience directly. An interaction
still takes place, and the product appears to be more
desirable when celebrities do not frame their discourse
as a commercial. For instance, a viewer might see a
vaping machine, otherwise known as a vaping modu-
lar (“mod”), which was not presented as an overt
advertisement but which works as a tool in the narra-
tive. Seamlessly inserting this product into a video
versus a sales pitch leads to more desirable outcomes
for the viewer and thus stronger interactions (Lueck
2015). Attractiveness is also significant within PSI.
Studies have consistently shown that viewers report
stronger PSI with celebrities when those celebrities are
perceived as attractive (Hartmann and Goldhoorn
2011). McCarthy could be seen as attractive, thus

increasing the desire to interact with her. Dorff could
also be considered attractive as a masculine, rebellious
type, which might create a desire for interaction.
However, with niche-based microcelebrities, the
spokesperson may not be seen as attractive. However,
the viewer still has a higher PSI possibly because the
celebrity has high credibility and match.
While there has been links between PSI and adver-
tising, there is still little known about it. Celebrity
endorsement has been found to work as an advertis-
ing strategy, but the focal point of this study relates
back to niche-related SMIs that are considered celebri-
ties per their specific topic of expertise. Besides under-
standing what message resonates with audience
members, it is equally important to determine
whether viewers lend support to the SMI, try to reach
out to the SMI, and/or inquire about purchasing a
product. The proposed study looked into how SMIs
promoted products seamlessly in their narrative of
their performance. For this reason, the study proposes
a second research question:
RQ2: Are parasocial interactions present in an online
vaping community?
Method
Unit of Analysis
Vape Capitol Video Comments
The present study featured 34 profile videos of the
different vapers on the Vape Capitol YouTube chan-
nel. Overall, the playlist of 34 videos had 3,018,322
views, 13,498 likes, and 817 dislikes, with an average
of 88,774 views per video, 397 likes per video, and 24
dislikes per video. All videos were included in the
sample, even though Vape Capitol posted one video
twice. The reactions for the video posted twice were
different, so they remained in the sample. We also
coded for categories such as sex of the microcelebrity
in the video, length of the video, and whether a prod-
uct/brand was overtly mentioned in the video.
The primary unit of analysis consists of the full
comment contained in each of the 34 profile videos.
Comments on a single video ranged from very low
(n ¼ 7) to in the hundreds (n ¼ 446). Overall, there
were 1,537 comments on the 34 videos selected for
the sample (average ¼ 44 per video). Each comment
was coded to determine the frequency and dominance
of each segment in the SSSW.
For example, the ritual and transmission view of
the SSSW was coded, indicating whether there was a
presence/absence of the ego, sensory, or social
JOURNAL OF INTERACTIVE ADVERTISING 103
segment (ritual) or the rational, routine, or acute need
(transmission) in the text. After the researchers had
determined whether a segment was present or absent,
they decided which segment was most dominant and
entered the number corresponding to the segment.
Ahn, Lei, and Taylor (2013) approached their content
analysis with the SSSW the same way. However, the
current study wanted to determine interactions
between the viewers directly commenting to the
authors of the videos. The social segment was coded
as present/absent, then whether PSI existed, then
coded for dominance.
Coding Categories
First, two primary coding categories were used to
examine the social segment of Taylor’s strategy wheel.
Researchers looked for the presence or absence of
statements regarding being a member of a commu-
nity, including such comments as “Vapers unite!,” as
an example. To answer research question 2, research-
ers examined PSI and parasocial satisfaction (PSS)
under the social segment of the SSSW. If PSI was pre-
sent in any of the sentences within the comment, it
was coded that there was an interaction. For example,
if a commenter expressed outreach toward the creator
of the video or expressed positive or negative valence
toward the creator, then PSI was coded as present in
the comment. The PSI satisfaction coding category
used a shortened and adapted version of the
Audience–Persona Interaction Scale (Auter and
Palmgreen 2000). However, Auter and Palmgreen
(2000) stated that there were different degrees and
categories to determine PSS. Therefore, researchers
looked at the valence of the PSI that exists and the
categories that exist in identifying or not identifying
with the SMI. To determine the satisfaction coding
category, this study looked at the four variables sug-
gested by Auter and Palmgreen (2000), which
included alignment, success, agreement, and aspir-
ation. This study also included attraction, as it is a
predictor of PSI and might be an influencer of satis-
faction. If the comment contained PSI and valence,
the researchers looked for the dominant coding cat-
egory from PSS.
While the social segment was the focal point of
examining this study, it was important that all other
segments were represented. Therefore, researchers
coded for the other two segments on the ritual side of
the wheel (i.e., sensory and ego) and the transmission
view (i.e., rational, routine, and acute need). Other
coding categories looked at the transmission and ritual
sides of the SSSW; the transmission view included the
104 E. S. DANIEL JR. ET AL.
Table 1. SSSW frequencies and percentages.
Absence Rational Acute Need
SSSW type 893 79
Percentage 58 5 0.5
Percentage of present 0 12
Note. SSSW: six-segment strategy wheel.
presence/absence of the rational segment in the com-
ments about vaping (e.g., “I want to vape because it’s
better for my teeth than smoking is”). The researchers
assessed acute need in the comments to determine if
there appeared to be an immediate need to purchase
vaping machines/juice/wires (e.g., “I need to get this
MOD now!”). The researchers looked for the routine
segment to determine if there were specific times that
commenters engage in vaping behavior (e.g., “I want
this because I vape five times a week”). The ritual
view included the presence/absence of the ego seg-
ment in the comments about vaping (e.g., “I am a
longtime vaper”). The researchers looked at the social
segment to determine if commenters were persuaded
to show off their pieces as collective identity (e.g.,
“We represent vape nation”). Researchers coded the
sensory segment to determine if people were per-
suaded by joyous memories based on senses (e.g., “I
like the texture of the cloud”). The researchers picked
the dominant segment represented by the strat-
egy wheel.
Procedure
Two coders were trained to analyze the comments on
the videos analyzed in this study. A coding sheet and a
codebook based on the categories listed previously were
developed and used. Before any coding of the content
took place, the two coders went through the coding
sheet and the codebook and reviewed definitions for
each coding category. The primary researcher explained
which coding categories were coded for presence/
absence and which coding categories were coded for
dominance. After coders had reviewed definitions, they
practiced on five sample comments using the coding
sheet. Once the coders understood the definitions of the
coding sheet in connection with the comments, they
came to an agreement for each coding category during
the meeting and then proceeded with the comments to
assess intercoder reliability.
To calculate intercoder reliability, five videos (14.7%
of the total sample) were randomly chosen, leading to a
sample of 231 comments (15%). First, the coders
searched for the dominant segment that existed in the
comment, then the coders read the manifest content of
the video and comments presented in the sample. Each
Routine Ego Social Sensory
9 0 35 257 264
0 2 17 17
1 0 5 40 41
researcher coded for all the categories previously men-
tioned and entered the data into an Excel file, which was
transferred to an SPSS file for data collection and ana-
lysis. Cohen’s kappa was calculated to determine inter-
coder reliability. The content analysis in this study is
exclusively categorical, which fits Cohen’s kappa well.
Also, the current study used two researchers, which is
unique to Cohen’s kappa (as opposed to Fleiss’s kappa).
Kappas for the comments achieved an overall reliability
of .92. The primary researcher proceeded with coding
the rest of the videos and comments, recorded all data
in an Excel spreadsheet, transferred to SPSS, and calcu-
lated frequencies and chi-squares that related to the
research questions.
Results
To answer research question 1, the frequencies of
dominant segments within the SSSW in the comments
were examined. Categories from the SSSW were not
present in every comment but were present in 644 com-
ments (42%). The ritual side of the wheel was dominant
in 556 comments (86.3%), whereas the transmission
side was dominant in 88 comments (13.7%). Within the
comments present, the researcher looked for the domin-
ant segment. This means that other segments could be
present in the comment, but another segment was more
dominant. The ritual side of the strategy wheel was rep-
resented in the comments more frequently than the
transmission side. While the sensory segment is consid-
ered a low-involvement segment of the wheel, it con-
tained the highest frequency of dominant segments in
the sample and within the ritual side, with 264 occur-
rences (17.1%; see Table 1). Next, the social segment
was the second most frequent from the SSSW, with 257
occurrences (16.7%). The ego segment was the fourth
most frequent segment overall in the SSSW and the least
mentioned within the ritual view, with 35 occurrences
(2%). Both social and sensory (which are higher involve-
ment) were not as prominent as the lowest involvement
ritual view-based segment. The content analysis also
examined the transmission side of the wheel.
Conversely, rational was the third most mentioned
dominant segment overall and most mentioned from
the transmission side, with 79 occurrences (5%). The
rational segment is the highest involvement level

segment on the transmission side. Acute need was rep-
resented to a small degree, with nine occurrences
(0.5%). Routine had no mentions, as commenters did
not express how often they vaped within the comments.
To answer research question 2, coding categories
associated with PSI found were extensions of the strat-
egy wheel. Associated with the social segment, PSI also
was found with a frequency of 1,052 occurrence (68%).
Researchers found PSS with a higher frequency of those
comments that featured PSI. PSS frequency was 486
overall occurrences (32%) within the sample (see
Table 2). Of PSS mentioned, we found agreement with
the highest frequency of 235 occurrences (15%; see
Table 3). Alignment was the second most frequent with
130 occurrences (8%), and success closely followed with
100 occurrences (7%). Although rare, the researcher
found other PSS categories from the sample. Other cod-
ing categories included aspirational with 16 occurrences
(1%) and attraction with five occurrences (0.3%).
Discussion
Several studies have examined advertising messages
and how the SSSW applies to the message delivered
(Ahn, Lei, and Taylor 2013; Crawford 2014; Golan
and Zaidner 2008; Ju and Park 2015; Lee, Taylor, and
Chung 2011; Ziemba 2013). However, the present
study’s content analysis focuses on responses rather
than creative strategies. The goal of this study was to
determine which messages seem to resonate with the
vaping community. The content analysis was designed
to determine what segments were frequently men-
tioned in comments in an online vaping video com-
munity and if there were any comments that
contained parasocial interaction. The content analysis
discussion should be a beginning point for discussing
interpretations of the SSSW.
Table 2. PSS frequencies and percentages.
PSS Absence Positive
Frequency 811 486
Percentage 53 31
Note. PSS: parasocial satisfaction.
Table 3. PSS and PSD type and frequency.
Absence
Type of PSS 1,051
Percentage 68
Percentage of those present 0 27
Type of PSD 1,297
Percentage 84
Percentage of those present 0 13
Note. PSS: parasocial satisfaction; PSD: parasocial dissatisfaction.
JOURNAL OF INTERACTIVE ADVERTISING 105
Research question 1 asked: How are components
related to the SSSW discussed in a vaping commu-
nity? Per the results of the content analysis, the sen-
sory segment was found to be the most frequently
dominant strategy wheel segment, n ¼ 264 (17%). The
social segment was the second most frequent, n ¼ 257
(rational, n ¼ 79; ego, n ¼ 35; acute, need n ¼ 9), and
routine, n ¼ 0. These findings were relatively surpris-
ing because the sensory segment has never been found
to be the most prominent strategy in the SSSW.
Several studies have found high frequencies of sen-
sory-based advertising (Ahn, Lei, and Taylor 2013;
Crawford 2014; Ziemba 2013), but it has never been
the most dominant. These findings might suggest that
while the sensory segment might be used relatively
infrequently, it could be the segment communicated
about most frequently.
The rational segment was found to be the most
present segment from the transmission side of the
SSSW. Acute need and routine had relatively low fre-
quencies. Prior research emphasized that advertisers
have utilized the rational segments more often than
the other two transmission segments (Ahn, Lei, and
Taylor 2013; Golan and Zaidner 2008; Ju and Park
2015; Ziemba 2013). The presence of rational and the
lower frequencies of acute need and routine might
suggest that audiences observe more rational ads and
therefore discuss them more often.
Research question 2 asked: Are PSIs present in an
online vaping community? The Internet has a distinct
advantage from a social media marketing perspective. It
can provide consumers “one-on-one” marketing, which
helps with interaction and relationships (Peppers and
Rogers 2000; Mas-Tur, Tur-Porcar, and Llorca 2016).
This study found PSS within viewers’ comments. The
comments conveyed a sense of group identity directed
toward those who vaped. Many commenters reached
out to their favorite vapers asking their builds of vaping
mods and what settings they used on their devices.
Another interesting finding within PSI was that
Negative
many commenters cheered and encouraged the vaper
240 for “making it” as a vaping SMI. Per the results, viewers
16 were found to agree with the vapers’ opinions and align
their identities with the SMIs in the videos. It is also
Alignment Success Agreement Aspirational Attraction Total
130 100 235 16 5 486
8 7 15 1 0.3
21 48 3 1
31 12 178 1 18 240
2 0.7 12 0.06 1
5 74 0.4 8
106 E. S. DANIEL JR. ET AL.
worth noting that many viewers expressed comments of
success through well wishes, as they knew the SMIs
before the videos were posted. Many vapers on the
channel had Vine accounts and still have Instagram
accounts that the commenters follow. Ling et al. (2011)
suggest that brands market themselves across channels
to maintain a social presence to increase customer
appreciation. As the frequencies of satisfaction show,
many viewers followed SMIs on other channels, and
thus the viewers continued to communicate using the
YouTube channel.
Implications and Future Directions
The online community analyzed in this study used
tactics that support the SSSW well. Unlike appeals by
cigarette and early e-cigarette communities, the social
need is more complex, as it is maintained through
both face-to-face and computer-mediated communica-
tions. The two divisions of ego and social interact
simultaneously to create an online community among
vapers. Instead of vaping being a by-product of why
people are friends, the online community of vapers
recognizes its alienation from the outside world.
Vapers created a niche market for sharing videos and
tutorials about how to create tricks, share vaping tips,
and discuss which machines are the best and which
flavors taste the best. Because vapers and tobacco
users are both stigmatized groups, the online commu-
nity provides a social and personal identity outlet for
vapers to collaborate with one another. Barker (2009)
also argues that social media marketing benefits per-
sonal and social identity, allowing members to identify
with others while comparing themselves to other
social groups. Social portrayals are fundamental in e-
cigarettes and vaping mods alike as they promote a
socially accepting environment (Willis, Haught, and
Morris 2017), which may be why some commenters
chose to talk about their social freedom to vape at
shops and competitions. Further research should
explore how viewers use social and personal identity
within groups revolving around an SMI.
Unlike traditional cigarettes, which rely heavily on
acute need and routine usage, PSI and PSR with celebri-
ties allow people to have connections they would not
otherwise have and thus create social support. This
could also apply to other high-risk controversial prod-
ucts, such as firearms, which might be stigmatized by
the mainstream but which may be discussed openly in a
group with individuals who have similar interests. Due
to social media exposure, vapers do not have to experi-
ence dissenters who would then otherwise speak against
Figure 2. Proposed model of parasocial celebrity advertising.
PSI: parasocial interaction; PSR: parasocial relationship
their identity. Moreover, because vaping has advertising
restrictions, social media acts as an ideal place for high-
risk products. Interactive media sites such as Instagram
and YouTube allow vapers to promote content that is
unsponsored, and the SMI can create and promote a
community of engagement. Tsai and Men (2013) found
that relationship-oriented factors play a role, along with
consumer engagement, on social media sites. Therefore,
repeated PSIs can result in PSRs with their viewers,
which might lead to greater engagement and trust
within the community.
Consultants and advertisers alike can use the pro-
posed model in Figure 2 when including a niche-based
celebrity. From the results in this study, the SMI should
be relevant to the product that the client is trying to
sell. Through the social strategy, the celebrity must be
likable. Audiences will more likely have positive PSIs
with this celebrity before the consultant contacts them.
When the consultant approaches the celebrity, it must
be clear that the product mentioned in the video is
authentic and makes sense within the narrative struc-
ture of the video (Lueck 2015). If the celebrity pitches
the product like a commercial, the audience is likely to
avoid the company and the niche-based celebrity.
Therefore, authenticity, narrative frame, and credibility
can often lead to repeated exposure. Repeat positive
views can often lead to PSRs with the celebrity.
McLaughlin (2016) found that positive likability sig-
nificantly increased brand loyalty on Facebook.
Through the lens of PSR and through different social
media sites, sales and word of mouth could also be
tested to determine if they increase. From the media
planning perspective, the proposed model in Figure 2 is
not only lower risk, it is also less costly. Niche-based
celebrities will have more credibility than a macrocele-
brity and cost significantly less per post/video.
However, Figure 2 is not to be considered a fixed model,
as brands can be affected by celebrity behavior (Thomas
and Fowler 2016). Advertisers should keep a careful
watch on the status of their celebrity. If dissatisfaction is

high, they should decide whether to disassociate from
the SMI. Ultimately, the credibility and the authenticity
of the interaction between celebrity and user is vital to
the success of the model.
Parasocial interaction has been found to be useful
for a short time with attractive macrocelebrity endors-
ers (Lagner and Eisend 2010). However, if advertisers
want to continue using parasocial tactics, they need to
incorporate celebrities who are credible within the
niche market who use the product the most. By using
constant social media-based endorsements (interac-
tions) through SMIs, viewers can form relationships.
If relationships stay positive, the bonds become stron-
ger, a trust will grow, and audience members will
want to buy more products based on PSR word-of-
mouth advertising.
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