A content analysis of the promotional strategies employed by e-cigarette brands on Twitter

Alpert, Jordan; Jaisle, Alyssa; Chen, Huan

doi:10.1080/07359683.2019.1680121

Cited by 17 publications

(7 citation statements)

References 38 publications

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“…The establishment of content analysis as a tool for measuring BP reflects another interesting development in digital BP research that mirrors contemporary human personality research (Hu et al., 2019). First, early researchers sought to identify the projected BP, i.e., BP characteristics that are communicated by the brand's website content (e.g., Opoku et al., 2006; Pitt et al., 2007), which was later extended to the brand's social media communications (e.g., Alpert et al., 2019; Wang et al., 2021). Second, other researchers identified perceived BP as the traits that naturally emerge in online consumer conversations or reviews about brands (e.g., Dickinger & Lalicic, 2016; Paschen et al., 2017).…”

Section: Review Findings (Tccm)mentioning

confidence: 99%

Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

Ghorbani

Karampela²,

Tonner

2022

Int J Consumer Studies

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In a digital world, it is becoming increasingly important for marketing researchers and practitioners to understand how consumers attribute humanlike characteristics and personality traits to brands, as the brand's personality has a significant influence on consumers’ behavior and their brand relationships. However, despite a growth in research interest over the past two decades, the literature on consumers’ digital brand personality perceptions remains fragmented and dispersed across digital contexts. Thus, now is an opportune time to take stock of the field and build a knowledge foundation for future research to establish the domain of digital brand personality. To this end, this systematic literature review, based on the TCCM framework, identifies dominant theories, contexts, characteristics, and methodologies used to study consumers’ digital brand personality perceptions by systematically reviewing 107 peer‐reviewed journal articles published between 2005 and 2021. Using an in‐depth content analysis of the articles, this review integrates research findings from different digital contexts and provides a new conceptual framework of digital brand personality. The review concludes with a comprehensive research agenda that highlights the need to broaden the theoretical groundings of the field (theory); identifies numerous digital touchpoints and new technologies that remain underexplored (context); reveals inconsistencies and knowledge gaps regarding dimensions, antecedents, and consequences of digital brand personality (characteristics); and suggests diverse, digital‐based research approaches (methodology) to further advance the study of consumers’ digital brand personality perceptions.

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Section: Review Findings (Tccm)mentioning

confidence: 99%

Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

Ghorbani

Karampela²,

Tonner

2022

Int J Consumer Studies

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“…Compared with product images, everyday posting of smoking/vaping behavior on the part of laypeople may have a stronger effect in terms of modeling behavior. In line with this observation, researchers have already raised concerns over the potential of social media to normalize the use of both cigarettes and e-cigarettes [ 32 , 45 ]. Thus, even without marketing practices, continuing surveillance of cigarette and e-cigarette content on social media is crucial, and effort is needed to change people’s attitudes towards sharing smoking/vaping content on social media.…”

Section: Discussionmentioning

confidence: 99%

A Comparative Analysis of E-Cigarette and Cigarette Posts on Instagram

Lim

Lee

2023

IJERPH

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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.

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“…Much of the ENDS-related information in the public domain presents the transition to ENDS as straightforward, with little mention of dissatisfaction or difficulties switching, including smoking resumption, dual-use, or increased nicotine dependence as unintended outcomes. 32–35 Implying transitions may not require sustained effort could encourage initial switching attempts but inadvertently prevent people from developing the persistence they later need to resist physical and social smoking cues. 36 Evidence that ENDS use may lead to continued or increasing nicotine dependence, 19 , 31 , 36 , 37 negative effects such as headaches and nausea, 38 and lost sensations and associations, 4 raises the possibility that providing information on these outcomes may prepare people hoping to transition from smoking to ENDS rather than deter them.…”

Section: Discussionmentioning

confidence: 99%

A Qualitative Analysis of the Experiences of People Who Resumed Smoking Following Exclusive Electronic Nicotine Delivery Systems Use

Robertson

Sanford

Waa

et al. 2022

Nicotine &Amp; Tobacco Research

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Introduction For electronic nicotine delivery systems (ENDS) to reduce harms caused by smoking, people who smoke must be able to switch to exclusive ENDS use without subsequently returning to smoking. Identifying factors prompting a return to smoking among former exclusive ENDS users is crucial, yet few qualitative studies have probed experiences of this process. Aims and Methods We conducted in-depth, semi-structured interviews with 20 people (seven indigenous Māori and 13 non-Māori) who smoked tobacco at least weekly, had smoked at least 100 cigarettes in their lifetime, and reported using ENDS to stop smoking cigarettes for at least 30 days (ideally, within the preceding 6 months). We explored their experiences of ENDS use, probed critical return-to-smoking settings and triggers, and analyzed strategies that could promote sustained smoking abstinence. We managed data using NVivo12 and used a reflexive thematic analysis approach to interpret the transcripts. Results We identified three themes that explained participants’ experiences. ENDS performed a functional role by mimicking some aspects of smoking. Yet participants experienced ENDS as inauthentic and unsatisfying across physical, social, and affectual domains, including in the most common return-to-smoking situations. Furthermore, fewer constraints on ENDS usage led participants to feel they could perpetuate addiction and risk of harm. Conclusions Return to smoking reflected two factors: ENDS’ failure to replicate core smoking attributes that remained appealing, and the burden of self-regulation required when using ENDS. Understanding and informing people about the challenges involved in transitioning to ENDS, beyond obtaining sufficient nicotine, could help support informed ENDS use and may potentially prevent people returning to smoking. Implications Our study extends our understanding of the satisfaction people seek when attempting to transition from smoking to exclusive ENDS use, and how ENDS’ failure to replicate that satisfaction, in addition to uncertainty about ENDS-related risks, contributes to smoking resumption. Satisfaction went beyond nicotine delivery, and included affective experiences, maintenance of rituals, rewards, and social connections. Conceptualizing satisfaction more broadly could support a richer understanding of factors that prompt return to smoking. People might manage challenges more effectively if they understood these before attempting to switch from smoking to ENDS, and if they are advised to monitor and regulate their ENDS use. Educational resources and behavioral support could provide more guidance on these points.

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A content analysis of the promotional strategies employed by e-cigarette brands on Twitter

Cited by 17 publications

References 38 publications

Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

A Comparative Analysis of E-Cigarette and Cigarette Posts on Instagram

A Qualitative Analysis of the Experiences of People Who Resumed Smoking Following Exclusive Electronic Nicotine Delivery Systems Use

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