在社交媒体上推广高级雪茄
Grace Kong1, Juhan Lee1, Mia Celentano1
1Department of Psychiatry, Yale School of Medicine, New Haven, CT, USA.
概括
高档雪茄品牌利用社交媒体进行营销,采用各种策略和主题. 这些平台的低年龄限制需要限制营销,以保护公众健康,特别是年轻人.
科学领域:
- 公共卫生 公共卫生
- 控制烟草的控制方式
- 数字营销分析 数字营销分析
背景情况:
- 高档雪茄吸烟对健康的影响受到使用模式和认知的影响.
- 营销信息在很大程度上塑造了这些看法.
- 烟草行业利用社交媒体进行产品推广,但高级雪茄品牌的特定社交媒体策略在很大程度上是未知的.
研究的目的:
- 调查高级雪茄品牌如何在社交媒体上推广他们的产品.
- 确定这些品牌使用的营销主题和策略.
- 评估其社交媒体平台上年龄隔离机制的存在和有效性.
主要方法:
- 在2022年7月,对47个高级雪茄品牌进行了审查.
- 确定了每个品牌的社交媒体账户,并分析了最近的10个帖子.
- 系统地检查了营销主题,年龄差距的存在和后日期.
主要成果:
- 65%的品牌拥有Facebook/Instagram, 56%的品牌拥有Twitter, 21%的品牌拥有YouTube账户.
- 年龄区分的实施幅度很大,从0%到49%不等.
- 识别的营销主题包括产品特色,酒精,假日,活动,折扣,品味,家庭,质量,休息室,文化,创新,男性化以及慈善/名人认可.
结论:
- 高档雪茄品牌利用品牌拥有的社交媒体,采用各种策略,包括其他烟草营销中常见的策略和慈善活动等新主题.
- 这些平台的低年龄隔离是一个问题.
- 全面的社交媒体监控和营销限制对于保护公众健康,特别是保护年轻人免受与烟草有关的伤害至关重要.
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