Electronic cigarettes (e-cigarettes) have gained popularity in the United States, and marketers are using advertising to recruit new users to their products. Despite outright bans on traditional cigarette advertisements, e-cigarettes have no specific regulations. This study uses framing theory to explore the themes in e-cigarette advertisements. Also, practical implications are discussed.
As the first of its kind, this study presents a theory-informed large-scale survey of China's most independent-minded and media-savvy citizens — the 1990s cohort of the Millennial generation — to understand the psychology of their mobile telephoning and shopping habits. In doing so, we applied the lifestyle segmentation approach to predict mobile media consumption and mobile shopping. Using data collected from a probability sample 1,600 respondents from China's leading cities, this study identifies six population segments within the 1990s cohort and analyzed the media consumption and mobile shopping habits for each segment. Results show mobile shopping was in its infancy in China. The segment of Online Social Climbers spend the most on mobile handsets and on mobile services, while the Bargain-Seekers segment spent the least. Implications of the findings for mobile marketers are discussed.
In an effort to cut costs, newspaper chains nationwide have consolidated design operations at a few sites. These design hubs have changed the newspaper production process and removed designers from newsrooms; yet, top designers are able to work with their peers in a major city to produce all titles for a chain. This study uses a quantitative analysis of front pages collected from 435 newspapers throughout the United States to examine the quality of newspaper designs at hub and nonhub-designed newspapers. It concludes that hub designed newspapers are generally better designed than nonhub newspapers.
This paper explores the reasons millions of people use stand-alone, task-oriented software programs designed for use on mobile devices, commonly known as “apps.” This study uses a survey with a probability sample of 576 app users. Consistent with the uses and gratifications approach, respondents were asked about their attitudes, interests, and opinions regarding apps. Theses measures were reduced to five factors. Then, regression analyses considered the factors as well as app use statistics and demographics to predict app use. The motivations of entertainment, convenience, and instrumentality are consistent with previously studied gratifications of the Internet and the mobile phone. However, the constant availability gratification for apps is unique because they provide quick access to information anytime and anywhere. Regression analysis showed these motivations predicted patterns of app use.
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