Social Media Marketing Strategies for Electronic Cigarettes: Content Analysis of Chinese Weibo Accounts.

ABSTRACT:

Background

E-cigarettes have gained popularity among teenagers due to extensive marketing strategies on social media platforms. This widespread promotion is a risk factor, as it fosters more positive attitudes toward e-cigarette use among teenagers and increases the perception that using e-cigarettes is normal. Therefore, the marketing of e-cigarettes on social media is a serious global health concern, and its strategies and impact should be clearly identified.

Objective

This study examined how e-cigarette companies popularize their products via Weibo and identified the specific strategies influencing the effectiveness of their marketing.

Methods

In phase 1, we conducted a search on Qcc.com and identified 32 e-cigarette brands with active Weibo accounts between Octobe

SUBMITTER: Zhou X 

PROVIDER: S-EPMC11582489 | biostudies-literature | 2024 Nov

REPOSITORIES: biostudies-literature