Table 3.
Elements and Quality of YouTube Videos Depicting Unorthodox Electronic Cigarette Use (N = 150)
| Orthodox, n = 38 (24.8%) | Unorthodox, n = 112 (75.2%) | |||
|---|---|---|---|---|
| Number | %a | Number | %a | |
| Type of electronic product | ||||
| E-cigarette | 25 | 65.8 | 14 | 12.5 |
| E-liquid | 4 | 10.5 | 6 | 5.4 |
| E-cigarette and e-liquid | 11 | 28.9 | 92 | 82.1 |
| Human actors | ||||
| Yes | 35 | 92.1 | 110 | 98.2 |
| No | 3 | 7.9 | 2 | 1.8 |
| Main actor human | ||||
| Yes | 32 | 84.2 | 85 | 75.9 |
| No | 6 | 15.8 | 27 | 24.1 |
| Perceived gender | ||||
| None | 6 | 15.8 | 27 | 24.1 |
| Male | 24 | 68.4 | 71 | 63.4 |
| Female | 6 | 15.8 | 12 | 10.7 |
| Don’t know | — | — | 2 | 1.8 |
| Perceived age | ||||
| None | 6 | 15.8 | 27 | 24.1 |
| 40 and under | 15 | 44.7 | 69 | 61.6 |
| Over 40 | 15 | 39.5 | 12 | 10.7 |
| Don’t know | — | — | 4 | 3.6 |
| Sound production quality | ||||
| Professional | 30 | 78.9 | 57 | 50.9 |
| Amateur | 8 | 21.1 | 55 | 49.1 |
| Video production quality | ||||
| Professional | 24 | 63.2 | 29 | 25.9 |
| Amateur | 14 | 36.8 | 83 | 74.1 |
| Lighting production quality | ||||
| Professional | 23 | 60.5 | 30 | 26.8 |
| Amateur | 14 | 36.8 | 80 | 71.4 |
| None | 1 | 2.6 | 2 | 1.8 |
aColumn percentages shown.