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Instagram's #JUUL: who's posting what.

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Area of Science:

  • Public Health
  • Digital Media Studies
  • Adolescent Health

Background:

  • E-cigarette (e-cig) marketing exposure increases adolescent e-cig use risk.
  • Despite JUUL's reduced social media efforts, unregulated posts persist.
  • Instagram's visual nature facilitates documenting youth-appealing e-cig promotions.

Purpose of the Study:

  • To systematically classify discussion topics and themes of JUUL posts on Instagram.
  • To assess the visual representation and marketing strategies of JUUL on social media.
  • To inform potential regulatory protections against youth-targeted e-cig marketing.

Main Methods:

  • A systematic classification of 3,000 random Instagram images using the #JUUL hashtag (June-July 2018).
  • Coded categories included relevance, image type, appeal, and user type.
  • Calculated percentages of image types and appeals for each user type.

Main Results:

  • Of 25,428 images, 583 were relevant to JUUL.
  • Product images constituted 64% of relevant posts.
  • Flavors (54%) and cartoons (21%) were the most frequent appeals, primarily posted by vendors.

Conclusions:

  • Vendors dominate JUUL promotion on Instagram, utilizing appealing themes like flavors and cartoons.
  • Continued surveillance of e-cigarette marketing on social media is necessary.
  • Findings support the need for regulatory measures against youth-appealing e-cig promotions.