The favorable portrayal and aggressive marketing of e-cigarettes can incentivize their use, with social media marketing potentially influencing tobacco consumption among adolescents and young adults. This study aimed to investigate the correlation between marketing communication strategies for novel tobacco products and exposure to tobacco-related content on social media platforms, examining their impact on tobacco initiation and use, through a comprehensive literature review. Literature since 2018 was searched, and four international systematic literature reviews and meta-analyses and five domestic cross-sectional studies were reviewed. The findings indicate that marketing communications for novel tobacco products predominantly emphasize health benefits and smoking cessation. Additionally, e-cigarette promotion strategies through social media highlight factors such as price, taste, product characteristics, and youth appeal. These marketing messages can particularly influence smoking initiation among adolescents and young adults. Notably, exposure to tobacco-related content on social media was associated with higher probabilities of tobacco use initiation and current use compared to non-exposure. Therefore, it is imperative to establish monitoring and surveillance systems to track the promotion and usage of tobacco products, including novel ones, by the public on social media, along with regulatory frameworks for comprehensive control of various communication channels targeting youth.