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Updated: Aug 9, 2025

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A Comparative Analysis of E-Cigarette and Cigarette Posts on Instagram.

Young-Shin Lim1, Ji Young Lee2

  • 1Graduate School of Business, Sejong University, Seoul 05006, Republic of Korea.

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|February 25, 2023
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Summary

Social media marketing significantly fuels e-cigarette use. This study analyzed Instagram posts, finding e-cigarette content heavily promoted by companies, unlike traditional cigarette posts. Regulation of online content is crucial.

Keywords:
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Area of Science:

  • Public Health
  • Social Media Analysis
  • Tobacco Control

Background:

  • E-cigarette use has surged, posing a public health risk.
  • Social media marketing is a key driver of this growth.
  • Regulation of online content is essential to curb e-cigarette popularity.

Purpose of the Study:

  • To compare content characteristics of e-cigarette and traditional cigarette posts on Instagram.
  • To identify marketing strategies used for e-cigarettes on social media.
  • To inform regulatory approaches for tobacco and vaping products online.

Main Methods:

  • Content analysis of 254 Instagram e-cigarette posts and 228 cigarette posts.
  • Categorization of posts by source (company, industry, layperson).
  • Assessment of marketing intent and brand representation in visual content.

Main Results:

  • E-cigarette posts predominantly originated from companies/industry, while cigarette posts were mainly from laypeople.
  • E-cigarette content showed significantly higher marketing intent and brand presence.
  • Cigarette posts more frequently depicted daily life, humans, and actual smoking compared to e-cigarette posts showing vaping.

Conclusions:

  • Instagram content differs significantly between e-cigarettes and traditional cigarettes, with e-cigarettes heavily marketed by industry.
  • Findings highlight the need for targeted social media monitoring and regulation for e-cigarettes.
  • Understanding online marketing tactics is vital for public health interventions against vaping and smoking.