Online consumer reviews are increasingly being written on and posted from mobile devices such that some platforms have started to indicate when this is the case with cues such as “via mobile” (i.e., mobile cue). Reviews from mobile devices differ from those from non-mobile devices; for example, reviews from mobile devices are more likely to include typographical errors. For this study, a web-based experiment was conducted to investigate viewers’ evaluation and adoption of online reviews in regard to a mobile cue and typographical errors. The results indicate an interaction effect between the presence of a mobile cue and typographical errors. When a review did not include typographical errors, the presence of a mobile cue negatively affected the evaluation and adoption of information (i.e., the viewer’s attitude toward the reviewed restaurant). However, the effects of a mobile cue were not significant for a review with typographical errors. Further, the results suggest that the viewer’s perception of the review writing effort and the review’s information usefulness are sequential mediators explaining the information adoption mechanism. The findings provide interesting insights into consumers’ perceptions of online reviews in the current media landscape in which the large-scale adoption of mobile devices is a well-recognized phenomenon.

E-cigarette use has grown rapidly over the past decade and become a threat to public health. Marketing—especially through social media—has contributed significantly to this growth, which suggests that regulating content in social media will be critical in supporting efforts to reverse this trend. A content analysis was performed to compare 254 e-cigarette posts on Instagram with 228 cigarette posts on the same platform. The majority of e-cigarette posts were from e-cigarette companies (40.9%) and industry people (18.5%), whereas the majority of cigarette posts were from laypeople (76.8%). More e-cigarette posts than cigarette posts appeared to have a marketing intent (56.3% vs. 1.3%), and brand representation in photographs/videos was more frequent in the e-cigarette posts than in the cigarette posts (63.0% vs. 15.8%). Further, compared with the e-cigarette posts, the cigarette posts were more likely to portray daily life (73.2% vs. 41.3%) and humans (80.3% vs. 43.7%) in the photograph/video. The cigarette posts also portrayed smoking much more often than the e-cigarette posts portrayed vaping (67.1% vs. 21.3%). The study findings broaden the field’s understanding of cigarette and e-cigarette content on Instagram and social media, and have implications for monitoring and regulating content for e-cigarettes and cigarettes.