Characteristics of popular YouTube videos to promote or discourage use of vape

Introduction: The growing use of YouTube, push up the popularity of electronic cigarettes (vapes) presenting a new challenge in tobacco control included in Indonesia. This study aims to identify the characteristics of popular vape videos on YouTube, both that promoting and discouraging its use. Methods: A case study combining qualitative and quantitative methods was conducted to get the characteristics of vape videos with >1,000 viewers on YouTube that raised health issues about vaping. There were 68 videos collected at 10th of May 2019. Content analysis of qualitative methods applied to understand the characters of each video and the quantitative method applied to measure association between video popularity and video's characteristics using Chi-square, Fisher exact test, and Logistic regression test. Researcher and two media experts were judging the videos on six themes: Primary persuasive appeal, dynamic audio-visual components, use of familiar figures or characters, evidence of health claim, valence of video (attitude of vape video message regarding health), and video engagement. Results: A popular vape videos use rational appeal (88), use dynamic audio-visual component (71), use no figure (27), without health evidence (41), are claiming healthful benefits of vaping (82), and use engaging video that delivering messages interactively (65). However, only valence of video (OR= 6.67, 95CI 1.70-26.13) and video engagement factors (OR= 4.86, 95CI 1.50-15.60) have significant association with videos' popularity. Conclusion: Popular vape videos are those claiming healthful benefit of vape and those engaging videos. Thus, developing videos that discourage vape use should consider how to engage the audience. © 2021 Elsevier B.V., All rights reserved.