Is the industry reviving the old promotional strategies to promote new tobacco products in Indonesia? A social psychology perspective

Bigwanto, Mouhamad

doi:10.3389/fcomm.2022.947764

Front. Commun.

2022

DOI: 10.3389/fcomm.2022.947764

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Is the industry reviving the old promotional strategies to promote new tobacco products in Indonesia? A social psychology perspective

Mouhamad Bigwanto

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2022

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Online e-cigarette promotion in Indonesia

Bigwanto

Ramadhan

Wijayanto³

2022

Tob Control

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BackgroundThe decline in the global prevalence of cigarette smoking has prompted tobacco companies to expand their business by producing and marketing new nicotine-based products in various countries, including Indonesia. The study aims to assess e-cigarette promotional frequency and content on social media in Indonesia.MethodsMonitoring was conducted on Instagram in October 2021. A total of 45 Instagram influencer accounts were monitored to assess the frequency of posting and interactions from 4 to 20 October for InstaStories and from 4 to 31 October for Instagram Feeds. Content analysis was carried out on 310 posts collected from 10 randomly selected accounts from 1 to 31 October (one post per account per day) to evaluate the form, type and characteristics of the promotions.ResultsThere were a total of 2 897 327 followers across the 45 Instagram accounts. On average, the 45 accounts posted about 185 stories and 43 feed posts per day. Of the 310 feed posts analysed from 10 randomly selected accounts, 64% featured images of women; 50% highlighted or displayed the product; and 32% showed enjoyment of the product flavours.ConclusionsThe tobacco industry has successfully taken advantage of the e-cigarette promotion regulatory void. The Indonesian government needs to ban the promotion of these products, including those on online platforms.

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Online e-cigarette promotion in Indonesia

Bigwanto

Ramadhan

Wijayanto³

2022

Tob Control

View full text Add to dashboard Cite

show abstract

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Is the industry reviving the old promotional strategies to promote new tobacco products in Indonesia? A social psychology perspective

Cited by 1 publication

References 24 publications

Online e-cigarette promotion in Indonesia

Online e-cigarette promotion in Indonesia

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