ArticleInternational journal of environmental research and public health2022
An Investigation of Influential Users in the Promotion and Marketing of Heated Tobacco Products on Instagram: A Social Network Analysis.
Article in International journal of environmental research and public health, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 7 papers.
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Who cites it
7 citing papers in PubMed.
- Worldwide connections of influencers who promote e-cigarettes on Instagram and TikTok: a social network analysis.Computers in human behavior · 2025Article
- Industry marketing of tobacco products on social media: case study of Philip Morris International's IQOS.Tobacco control · 2024Article
- Effects of a nicotine warning label and vaping cessation resources on young adults' perceptions of pro-vaping instagram influencer posts.Addictive behaviors · 2024Article
- Digital smoke signals: Event-driven online search trends in Heated Tobacco Products in Poland.Tobacco prevention & cessation · 2024Article
- Deciphering Influence on Social Media: A Comparative Analysis of Influential Account Detection Metrics in the Context of Tobacco Promotion.Social media + society · 2024Article
- Characterizing Heated Tobacco Products Marketing on Instagram: Observational Study.JMIR formative research · 2023Article
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Authors and funding
4 authors.
Funding
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Abstract
While an increasing body of the literature has documented the exposure to emerging tobacco products including heated tobacco products (HTPs) on social media, few studies have investigated the various stakeholders involved in the generation of promotional tobacco content. This study constructed a social network of Instagram users who posted IQOS content, a leading HTP brand, between 1 January and 5 April 2021 and identified users who positioned near the center of the network. We identified 4526 unique Instagram users who had created 19,951 IQOS-related posts during the study period. Nearly half of the users (42.1%) were business accounts authorized by Instagram, among which 59.0% belonged to Personal Goods and General Merchandise Stores and 18.1% belonged to Creators and Celebrities. For users with higher in-degree, out-degree, betweenness, and closeness centrality in the network, the majority of them were accounts directly associated with IQOS (e.g., containing "iqos" in username) or related to tobacco business as self-identified in the bio. Our findings further refine the social media marketing presence of tobacco products and suggest that the current self-regulatory efforts led by social media platforms are far from enough.
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