The widespread use of social media platforms and the emergence of influencer marketing have revolutionized brand-consumer interactions, particularly among the younger demographic. In line with this trend, the influence of e-cigarette influencers on Generation Z (Gen Z) has become a prominent area of research. As influencer marketing continues to thrive and the e-cigarette industry experiences significant growth, it is imperative to comprehend how these influencers shape Gen Z's perception of influencers endorsing e-cigarette brands. Therefore, this study aims to examine the perception of Gen Z towards Instagram influencers in the United States who endorse e-cigarette brands. By exploring the perspectives of Gen Z, this research seeks to gain insights into the potential impact of these influencers on Gen Z's attitudes and behaviours regarding e-cigarettes. The study was based on the theory of source credibility and celebrity endorsement. The study adopted a qualitative research approach and employed in-depth interviews and netnography as methodology. A total of eleven in-depth interviews were conducted with participants from Gen Z who possessed knowledge and familiarity with e- cigarettes. Additionally, through netnography, comments from publicly available Instagram posts of the selected e-cigarette influencers were collected and examined over a period of three years. The findings highlight that Gen Z generally holds a positive perception of e-cigarette influencers on Instagram, perceiving them as credible sources of information and inspiration, thereby influencing their attitudes and behaviours concerning e-cigarettes. These insights have practical implications for e-cigarette brands aiming to engage Gen Z through influencer marketing, emphasizing the importance of trust and expertise in influencer-generated content. However, the study also highlights potential societal implications, including the potential for i increased e-cigarette consumption and ethical concerns surrounding the influence of trustworthy influencers on underage users. In conclusion, the study proposes avenues for future research, such as conducting surveys with larger sample sizes and exploring perceptions of e- cigarette influencers on alternative social media platforms like TikTok.

The past decade has endorsed an extensive adjustment in social media marketing characterized by a fluctuation toward influencer marketing. Despite the many beneficial outcomes of influencer marketing, the operation of the phenomenon has received criticism from organizations, including the Federal Trade Commission (FTC) as well as the Swedish equivalent Konsumentverket, regarding how sponsorships are being disclosed on social media platforms. The purpose of this study is to examine how consumers’ advertising recognition is affected by the way influencers design their sponsorship disclosures in Instagram stories using the tools provided by Instagram’s own UI. The study used a mixed-methods approach, with a survey used to gather empirical data which was then analyzed using descriptive and thematic analysis. In the survey, participants were presented with five different fictive Instagram stories featuring sponsorship disclosures created by influencers using Instagram's own UI, with each scenario examining how different disclosure approaches affect consumer advertising recognition. The findings revealed that varied sponsorship disclosure practices generated different levels of advertising recognition depending on three factors: position, language, and visual prominence, with visual prominence being the most influential factor on advertising recognition. The study also looked into the efficacy of Instagram’s built-in disclosure tool and whether it was successful in generating advertising recognition. Although opinions were mixed, several participants believed that the tool did not produce enough advertising recognition and that it should be improved. Further, there is a need to achieve a better level of standardization regarding sponsorship disclosures on social media platforms.