Grant Details
| Grant Number: | 5R03CA216528-02 Interpret this number |
| Primary Investigator: | Laestadius, Linnea |
| Organization: | University Of Wisconsin Milwaukee |
| Project Title: | Refilling Addiction: Investigating Marketing for E-Liquid on Instagram |
| Fiscal Year: | 2018 |
Abstract
ABSTRACT Electronic cigarette (“e-cigarette”) use has been steadily increasing in the U.S. over the past decade, particularly among adolescents and young adults. With the growing popularity of refillable e-cigarettes, the liquid used to refill devices (“e-liquid”) has presented itself a distinct health concern. E-liquids most often contain nicotine, are sold in a range of appealing flavors and colors, and are purchased on a regular basis by users of refillable e-cigarettes. As there has been no federal regulation of e-cigarettes or e-liquids until recently, misleading and unauthorized marketing has proliferated online. There is evidence that exposure to marketing promotes e-cigarette use and the belief in unsubstantiated claims. At present, there is little understanding of how e-liquids are marketed on social media or the elements of social media marketing that are most appealing and persuasive to young adults. The goal of this proposed R03 research study is to shed light on the marketing of e-liquid on the social media platform Instagram, which is particularly appealing to marketers since each post must contain an image or short video. E-liquid marketing on Instagram has not previously been studied despite exploratory research suggesting the platform is home to a large volume of e-liquid posts and the fact that Instagram is used by over half of all U.S. adolescents and young adults who use the internet. To understand this content, the study team will: 1) document the ways in which manufacturers and retailers of e-liquid market their products on Instagram, and 2) discern how young adults interpret and respond to social media marketing for e-liquid on Instagram. More specifically, a content analysis of 2,000 Instagram posts with the hashtags #eliquid and/or #ejuice will be performed to identify marketing themes and claims, promotional strategies, and products promoted. Health, harm reduction, and cessation claims, as well as products and marketing strategies known to appeal to youth will be a focus of analysis. Posts will be drawn from four time periods in 2017 and 2018 in order to capture any changes in content over time. Additionally, the total number of posts with each hashtag will be tracked to determine trends in the volume of e-liquid activity on Instagram. In conjunction with this, focus groups will be held with 18 to 24 year olds who use Instagram in the city of Milwaukee, WI. Each focus group will be centered on discerning participant interpretations and responses to actual Instagram marketing posts. This research will contribute to understanding of sources of public perceptions of e-liquids, particularly among young adults, and help to develop the scientific basis for decision making on regulatory needs and priorities in the social media environment.
Publications
Young Adult Identification and Perception of Hashtag-Based Vaping Claims on Instagram.
Authors: Laestadius L.I. , Penndorf K. , Seidl M. , Pokhrel P. , Patrick R. , Cho Y.I. .
Source: Health Education & Behavior : The Official Publication Of The Society For Public Health Education, 2020-06-08 00:00:00.0; , p. 1090198120928992.
EPub date: 2020-06-08 00:00:00.0.
PMID: 32506949
Related Citations
Compliance with FDA nicotine warning statement provisions in e-liquid promotion posts on Instagram.
Authors: Laestadius L.I. , Wahl M.M. , Vassey J. , Cho Y.I. .
Source: Nicotine & Tobacco Research : Official Journal Of The Society For Research On Nicotine And Tobacco, 2020-05-20 00:00:00.0; , .
EPub date: 2020-05-20 00:00:00.0.
PMID: 32433737
Related Citations
Assessing the Appeal of Instagram Electronic Cigarette Refill Liquid Promotions and Warnings Among Young Adults: Mixed Methods Focus Group Study.
Authors: Laestadius L.I. , Penndorf K.E. , Seidl M. , Cho Y.I. .
Source: Journal Of Medical Internet Research, 2019-11-25 00:00:00.0; 21(11), p. e15441.
EPub date: 2019-11-25 00:00:00.0.
PMID: 31763987
Related Citations
From Apple to Werewolf: A content analysis of marketing for e-liquids on Instagram.
Authors: Laestadius L.I. , Wahl M.M. , Pokhrel P. , Cho Y.I. .
Source: Addictive Behaviors, 2018-09-09 00:00:00.0; , .
EPub date: 2018-09-09 00:00:00.0.
PMID: 30253933
Related Citations