ArticleTobacco control2023
Developing a theoretical marketing framework to analyse JUUL and compatible e-cigarette product promotion on Instagram.
Article in Tobacco control, 2023. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 14 papers.
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Who cites it
14 citing papers in PubMed.
- #MiniCupVape E-Cigarettes Promoted on Instagram: A Youth Participatory Action Research Approach.American journal of preventive medicine · 2026Article
- Causal effect estimates of online e-cigarette marketing exposure on future e-cigarette harm perception and use.Drug and alcohol dependence reports · 2026Article
- Breaking the vape-stress cycle: communicating mental health risks of vaping to mitigate reactance.Journal of public health (Oxford, England) · 2026Article
- Promotion of Health-Harming Products on Instagram: Characterizing Strategies Boosting Audience Engagement with Cigar Marketing Messages.International journal of environmental research and public health · 2025Article
- Harnessing machine learning in contemporary tobacco research.Toxicology reports · 2025Review
- Tweeted, Trolled, Twisted: Battling for Narrative Control in E-Cigarette Use Prevention Campaigns (2014-2020).Journal of health communication · 2025Article
- Co-production of a youth advocacy video on the harms of e-cigarette advertising in Scotland.Health promotion international · 2025Article
- Correlates of perceived social unacceptability of vaping among regular e-cigarette users: a cross-sectional study of a sample of Middle Eastern countries.Frontiers in public health · 2025Article
- Social media use, brand engagement, and tobacco product initiation among youth: Evidence from a prospective cohort study.Addictive behaviors · 2024Article
- Exposure to e-cigarette and heated tobacco product advertisements via digital, traditional media, and points-of-sale: An examination of associations with use intentions and perceived risk among adults in Armenia and Georgia.Tobacco prevention & cessation · 2024Article
- Youth's exposure to and engagement with e-cigarette marketing on social media: a UK focus group study.BMJ open · 2023Article
- Broad range of research on e-cigarettes.Tobacco control · 2023Article
- Industry response to strengthened regulations: amount and themes of flavoured electronic cigarette promotion by product vendors and manufacturers on Instagram.Tobacco control · 2022Article
- A content analysis of e-cigarette marketing on social media: Findings from the Tobacco Enforcement and Reporting Movement (TERM) in India, Indonesia and Mexico.Frontiers in public health · 2022Article
Corrections and comments
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Authors and funding
7 authors.
Funding
Abstract
backgroundE-cigarette promotion on social media coincided with the rapid growth of e-cigarette use among American youth, particularly with the increased JUUL pod vaporiser use. We examined commercial JUUL-related messages on Instagram to identify marketing appeals used to target users along the continuum of e-cigarette use; we mapped the appeals to existing theoretical marketing frameworks to better understand industry strategies.
methodsHashtag-based keyword rules were used to collect JUUL-related posts from the Instagram application programming interface, 1 March-13 November 2018. Posts were classified as commercial or non-commercial. A combination of machine learning methods, keyword algorithms and human coding were used to characterise message themes in commercial posts.
resultsKeyword filters captured 50 817 relevant posts and 41% were commercial. Among commercial posts, 91% contained recruitment/trial-based appeals (eg, combustible tobacco cessation; product sampling; giveaways) and 71% featured reinforcement/addiction-related appeals (eg, loyalty programmes). None of the commercial messages contained e-cigarette cessation-related appeals and less than 25% mentioned quitting combustible tobacco as a recruitment appeal.
conclusionsInstagram posts featuring e-cigarette related marketing can increase exposure to persuasive messages encouraging e-cigarette trial and use particularly among susceptible youth. Stronger regulations are needed to prevent exposure to social media marketing among young social media users.
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