Content analysis of internet marketing strategies used to promote flavored electronic cigarettes

Soule, Eric K.; Sakuma, Kazuhiko; Palafox, Sherilyn; Pokhrel, Pallav; Herzog, Thaddeus A.; Thompson, N; Fagan, Pebbles

doi:10.1016/j.addbeh.2018.11.012

Cited by 31 publications

(22 citation statements)

References 43 publications

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“…The promotion of e-liquid flavors through images, detailed flavor descriptions, and appealing product packaging was common and is supported by other social media–based investigations [ 50 , 51 ]. E-cigarette users commonly report the importance of flavored e-cigarette products in facilitating smoking abstinence and enhancement of their vaping experience [ 52 ].…”

Section: Discussionmentioning

confidence: 75%

E-Cigarette Promotion on Twitter in Australia: Content Analysis of Tweets

McCausland¹,

Maycock²,

Leaver³

et al. 2020

JMIR Public Health Surveill

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Background The sale of electronic cigarettes (e-cigarettes) containing nicotine is prohibited in all Australian states and territories; yet, the growing availability and convenience of the internet enable the promotion and exposure of e-cigarettes across countries. Social media’s increasing pervasiveness has provided a powerful avenue to market products and influence social norms and risk behaviors. At present, there is no evidence of how e-cigarettes and vaping are promoted on social media in Australia. Objective This study aimed to investigate how e-cigarettes are portrayed and promoted on Twitter through a content analysis of vaping-related tweets containing an image posted and retweeted by Australian users and how the portrayal and promotion have emerged and trended over time. Methods In total, we analyzed 1303 tweets and accompanying images from 2012, 2014, 2016, and 2018 collected through the Tracking Infrastructure for Social Media Analysis (TrISMA), a contemporary technical and organizational infrastructure for the tracking of public communication by Australian users of social media, via a list of 15 popular e-cigarette–related terms. Results Despite Australia’s cautious approach toward e-cigarettes and the limited evidence supporting them as an efficacious smoking cessation aid, it is evident that there is a concerted effort by some Twitter users to promote these devices as a health-conducive (91/129, 70.5%), smoking cessation product (266/1303, 20.41%). Further, Twitter is being used in an attempt to circumvent Australian regulation and advocate for a more liberal approach to personal vaporizers (90/1303, 6.90%). A sizeable proportion of posts was dedicated to selling or promoting vape products (347/1303, 26.63%), and 19.95% (260/1303) were found to be business listings. These posts used methods to try and expand their clientele further than immediate followers by touting competitions and giveaways, with those wanting to enter having to perform a sequence of steps such as liking, tagging, and reposting, ultimately exposing the post among the user’s network and to others not necessarily interested in vaping. Conclusions The borderless nature of social media presents a clear challenge for enforcing Article 13 of the World Health Organization Framework Convention on Tobacco Control, which requires all ratifying nations to implement a ban on tobacco advertising, promotion, and sponsorship. Countering the advertising and promotion of these products is a public health challenge that will require cross-border cooperation with other World Health Organization Framework Convention on Tobacco Control parties. Further research aimed at developing strategies to counter the advertising and promotion of e-cigarettes is therefore needed.

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Section: Discussionmentioning

confidence: 75%

E-Cigarette Promotion on Twitter in Australia: Content Analysis of Tweets

McCausland¹,

Maycock²,

Leaver³

et al. 2020

JMIR Public Health Surveill

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“…Especially sweet and fruity flavours are appreciated by young users 5 7–9. Not surprisingly, flavour descriptions play an important role in (online) e-cigarette promotion 10–12. In line with this, research showed that flavour-related advertisements are appealing to youth, and trigger increased interest in, purchasing and use of e-cigarettes 13–15.…”

Section: Introductionmentioning

confidence: 83%

Nearly 20 000 e-liquids and 250 unique flavour descriptions: an overview of the Dutch market based on information from manufacturers

et al. 2019

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ObjectivesFlavours increase attractiveness of electronic cigarettes and stimulate use among vulnerable groups such as non-smoking adolescents. It is important for regulators to monitor the market to gain insight in, and regulate the range of e-liquid flavours that is available to consumers. E-liquid manufacturers are required to report key product information to authorities in the European Member States in which they plan to market their products. This information was used to provide an overview of e-liquid flavour descriptions marketed in the Netherlands in 2017.MethodsTwo researchers classified 19 266 e-liquids into the 16 main categories of the e-liquid flavour wheel, based on information from four variables in the European Common Entry Gate system. Flavour descriptions were further specified in subcategories.ResultsFor 16 300 e-liquids (85%), sufficient information was available for classification. The categories containing the highest number of e-liquids were fruit (34%), tobacco (16%) and dessert (10%). For all e-liquids, excluding unflavoured ones, 245 subcategories were defined within the main categories. In addition to previously reported subcategories, various miscellaneous flavours such as sandwich, buttermilk and lavender were identified.ConclusionsIn 2017, ~20 000 e-liquids were reported to be marketed in the Netherlands, in 245 unique flavour descriptions. The variety of marketed flavour descriptions reflects flavour preference of e-cigarette users as described in literature. Our systematic classification of e-liquids by flavour description provides a tool for organising the huge variety in market supply, serves as an example for other countries to generate similar overviews and can support regulators in developing flavour regulations.

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“…The study clariies that China concentrates on ethnic culinary heritage while South Korea and Japan focus on unique marketing. Soule et al (2019) described the content analysis used in internet marketing of lavored electronic cigarettes. The retailers adopt eloquent and colorful content such as images and descriptions for advertising lavored electronic cigarettes.…”

Section: Review Of Literaturementioning

confidence: 99%

Effectiveness of Marketing Strategy Formulation in Biomedical Healthcare Industry

Subhasini

2020

ijrps

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Marketing strategies stimulate the firm to unearth areas that are being disturbed by several factors. This is adopted to determine the target market in order to achieve prosperity in the organization. An effective marketing strategy would perhaps help in captivating new customers as well as sustaining for the longer-term. Consequently, this can result in the following benefits such as products and services can be offered with exclusive components, effective department coordination, concentration on scarce resources, thereby building a better marketing plan, selection of target market for easy entry and accumulation of four marketing p's. As a result, the increase in sales can be achieved. The strategy should be effectively formulated to witness the performance outcome. This study focuses on the determinants of marketing strategy on performance outcomes. The data captured from 119 marketing professionals in the field of the biomedical healthcare industry by using a questionnaire. The questionnaire includes variables to measure the demographic profile of the professionals and three constructs of marketing strategy creativity, marketing strategy improvisation, and performance outcome. Collected data were analyzed through analysis of frequency, mean, variance, and regression. Results show that marketing professionals have similar viewpoints on marketing strategies. The findings of the regression analysis argue that the improvisation determines performance outcomes in the marketing strategy

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Content analysis of internet marketing strategies used to promote flavored electronic cigarettes

Cited by 31 publications

References 43 publications

E-Cigarette Promotion on Twitter in Australia: Content Analysis of Tweets

E-Cigarette Promotion on Twitter in Australia: Content Analysis of Tweets

Nearly 20 000 e-liquids and 250 unique flavour descriptions: an overview of the Dutch market based on information from manufacturers

Effectiveness of Marketing Strategy Formulation in Biomedical Healthcare Industry

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