Cyber-ethnography of cannabis marketing on social media.

ABSTRACT:

Background

Since 2012, several states have legalized non-medical cannabis, and cannabis businesses have used social media as a primary form of marketing. There are concerns that social media cannabis exposure may reach underage viewers. Our objective was to identify how cannabis businesses cultivate an online presence and exert influence that may reach youth.

Methods

We chose a cyber-ethnographic approach to explore cannabis retailers on social media. We searched cannabis retailers with Facebook and Instagram presence from Alaska, Oregon, Colorado, and Washington, and identified 28 social media business profiles. One year of content was evaluated from each profile. In-depth, observational field notes were collected from researchers immersed in data collection on business pro

SUBMITTER: Jenkins MC 

PROVIDER: S-EPMC8074195 | biostudies-literature | 2021 Apr

REPOSITORIES: biostudies-literature