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Vaping on Instagram: cloud chasing, hand checks and product placement.
Kar-Hai Chu1, Jon-Patrick Allem1, Tess Boley Cruz1
1Department of Preventive Medicine, University of Southern California, Los Angeles, California, USA.
Tobacco Control
|September 24, 2016
Summary
Instagram posts frequently feature electronic cigarette (e-cigarette) advertisements and products. This visual content, particularly images of e-cigarette activity and products, garners more user engagement than advertisements.
Area of Science:
- Social media analysis
- Public health surveillance
- Digital marketing
Background:
- Electronic cigarettes (e-cigarettes) and vaping are increasingly prevalent.
- Instagram, a visual platform with 500 million users, has been under-investigated for e-cigarette content.
- Past tobacco industry strategies show images can normalize behaviors and mislead consumers.
Purpose of the Study:
- To document and analyze images of e-cigarettes and vaping on Instagram.
- To understand user engagement with different types of e-cigarette content.
- To inform future tobacco control policies and public health strategies.
Main Methods:
- Collected 2208 publicly available Instagram images and metadata over 3 months.
- Classified image themes: activity, product, advertisement, text, and other.
- Analyzed user endorsements (likes) and caption text for trends.
Main Results:
- Advertisement-themed images were most common (29%), followed by product (28%) and activity (18%).
- Activity and product images received significantly more likes than advertisement or text images (p<0.01).
- Vaping-related text was more prevalent in captions than e-cigarette-related text.
Conclusions:
- Instagram serves as a platform for e-cigarette promotion and user-generated content.
- Visual content depicting e-cigarette activity and products drives user engagement.
- Future public health surveillance should leverage social media data streams.
Keywords:
Advertising and PromotionElectronic nicotine delivery devicesMediaSocial marketingSurveillance and monitoringMore Related Videos
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