From Apple to Werewolf: A content analysis of marketing for e-liquids on Instagram
From Apple to Werewolf: A content analysis of marketing for e-liquids on Instagram
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DOI：
10.1016/j.addbeh.2018.09.008
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发表时间：
2019-04-01
影响因子：
4.4
通讯作者：
Cho, Young I.
中科院分区：
文献类型：
--
作者：
Laestadius, Linnea I.;Wahl, Megan M.;Cho, Young I.
导读：随着可再填充电子烟的日益普及和最近FDA对电子液体警告标签的监管行动，电子液体是一个越来越重要的研究领域。然而，目前人们对电子烟油的营销方式知之甚少。这项研究调查了视觉社交媒体平台Instagram上的电子烟液体营销，用户在该平台上创建了大量与电子烟相关的内容。方法：在2017年5月和2017年10月的一周内，使用Netlytic应用程序从Instagram API中收集了带有# liquid或#ejuice的Instagram帖子的系统随机样本。使用定性内容分析对1000个帖子的最终样本进行分析，以辨别电子液体的主题，声明，促销和推广的产品。结果：在1000条微博中，61.1%的微博推广了电子烟液。这些帖子最常由电子烟商店和大使/代表发表。几乎80%的促销帖子都以调味电子液体为特色。帖子主要关注的是电子烟味道好（35.4%）或很酷/前卫（19.0%）。许多帖子利用Instagram的视觉特性来分享创意品牌设计。超过三分之一的帖子声称电子烟的好处或质量，其中无烟烟草的说法最常见。虽然最常见的帖子来自美国，但来自印度尼西亚和联合王国的帖子也很常见。结论：Instagram上的电子烟液体营销强调积极的体验、个性化和理想的身份，而不是明确的健康和戒烟声明。从营销策略和Instagram用户的人口统计数据来看，吸引年轻人是一个重要的问题。
Introduction: With the growing popularity of refillable e-cigarettes and recent FDA regulatory action on e-liquid warning labels, e-liquids are an increasingly important area of study. At present, however, little is known about how e-liquids are marketed. This study examined e-liquid marketing on the visual social media platform Instagram, on which users have created significant amounts of e-cigarette related content.Methods: A systematic, random sample of Instagram posts with either #eliquid or #ejuice was collected from the Instagram API during one week in May 2017 and in October 2017 using the Netlytic application. A final sample of 1000 posts was analyzed using qualitative content analysis to discern e-liquid themes, claims, promotions, and products promoted.Results: Of the 1000 posts, 61.1% promoted e-liquid. These posts were most frequently made by vape shops and ambassadors/representatives. Almost 80% of promotional posts featured a flavored e-liquid. Posts focused largely on e-liquids tasting good (35.4%) or being cool/edgy (19.0%). Many posts made use of Instagram's visual nature to share creative label designs. Just over a third of posts made some claim about e-liquid benefits or quality, with smokeless tobacco claims being most common. Although posts most commonly originated from the United States, posts made from Indonesia and the United Kingdom were also common.Conclusions: E-liquid marketing on Instagram emphasizes positive experiences, personalization, and aspirational identities rather than explicit health and cessation claims. Appeal to youth is a significant concern based both on marketing strategies and the demographics of Instagram users.