Characterizing Heated Tobacco Products Marketing on Instagram: Observational Study.

ABSTRACT:

Background

Heated tobacco products (HTPs), including I Quit Ordinary Smoking (IQOS), are new tobacco products that use an electronic device to heat compressed tobacco leaves to generate an aerosol for consumers to inhale. Marketing of HTPs is prevalent on Instagram, a popular social media platform.

Objective

This study aims to characterize posts related to HTPs on Instagram and their associations with user engagement.

Methods

Through the Instagram application programming interface, 979 Instagram posts were collected using keywords related to HTPs, such as "IQOS" and "heat-not-burn." Among them, 596 posts were related to IQOS and other HTP marketing. The codebook was developed from a randomly selected 200 posts on the post content by hand coding, which was applied to t

SUBMITTER: Chen J 

PROVIDER: S-EPMC10131776 | biostudies-literature | 2023 Mar

REPOSITORIES: biostudies-literature