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A Comparative Analysis of E-Cigarette and Cigarette Posts on Instagram
E-cigarette use has grown rapidly over the past decade and become a threat to public health. Marketing—especially through social media—has contributed significantly to this growth, which suggests that regulating content in social media will be critical in supporting efforts to reverse this trend. A...
Autores principales: | , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
MDPI
2023
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9967293/ https://www.ncbi.nlm.nih.gov/pubmed/36833814 http://dx.doi.org/10.3390/ijerph20043116 |
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author | Lim, Young-shin Lee, Ji Young |
author_facet | Lim, Young-shin Lee, Ji Young |
author_sort | Lim, Young-shin |
collection | PubMed |
description | E-cigarette use has grown rapidly over the past decade and become a threat to public health. Marketing—especially through social media—has contributed significantly to this growth, which suggests that regulating content in social media will be critical in supporting efforts to reverse this trend. A content analysis was performed to compare 254 e-cigarette posts on Instagram with 228 cigarette posts on the same platform. The majority of e-cigarette posts were from e-cigarette companies (40.9%) and industry people (18.5%), whereas the majority of cigarette posts were from laypeople (76.8%). More e-cigarette posts than cigarette posts appeared to have a marketing intent (56.3% vs. 1.3%), and brand representation in photographs/videos was more frequent in the e-cigarette posts than in the cigarette posts (63.0% vs. 15.8%). Further, compared with the e-cigarette posts, the cigarette posts were more likely to portray daily life (73.2% vs. 41.3%) and humans (80.3% vs. 43.7%) in the photograph/video. The cigarette posts also portrayed smoking much more often than the e-cigarette posts portrayed vaping (67.1% vs. 21.3%). The study findings broaden the field’s understanding of cigarette and e-cigarette content on Instagram and social media, and have implications for monitoring and regulating content for e-cigarettes and cigarettes. |
format | Online Article Text |
id | pubmed-9967293 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2023 |
publisher | MDPI |
record_format | MEDLINE/PubMed |
spelling | pubmed-99672932023-02-26 A Comparative Analysis of E-Cigarette and Cigarette Posts on Instagram Lim, Young-shin Lee, Ji Young Int J Environ Res Public Health Article E-cigarette use has grown rapidly over the past decade and become a threat to public health. Marketing—especially through social media—has contributed significantly to this growth, which suggests that regulating content in social media will be critical in supporting efforts to reverse this trend. A content analysis was performed to compare 254 e-cigarette posts on Instagram with 228 cigarette posts on the same platform. The majority of e-cigarette posts were from e-cigarette companies (40.9%) and industry people (18.5%), whereas the majority of cigarette posts were from laypeople (76.8%). More e-cigarette posts than cigarette posts appeared to have a marketing intent (56.3% vs. 1.3%), and brand representation in photographs/videos was more frequent in the e-cigarette posts than in the cigarette posts (63.0% vs. 15.8%). Further, compared with the e-cigarette posts, the cigarette posts were more likely to portray daily life (73.2% vs. 41.3%) and humans (80.3% vs. 43.7%) in the photograph/video. The cigarette posts also portrayed smoking much more often than the e-cigarette posts portrayed vaping (67.1% vs. 21.3%). The study findings broaden the field’s understanding of cigarette and e-cigarette content on Instagram and social media, and have implications for monitoring and regulating content for e-cigarettes and cigarettes. MDPI 2023-02-10 /pmc/articles/PMC9967293/ /pubmed/36833814 http://dx.doi.org/10.3390/ijerph20043116 Text en © 2023 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). |
spellingShingle | Article Lim, Young-shin Lee, Ji Young A Comparative Analysis of E-Cigarette and Cigarette Posts on Instagram |
title | A Comparative Analysis of E-Cigarette and Cigarette Posts on Instagram |
title_full | A Comparative Analysis of E-Cigarette and Cigarette Posts on Instagram |
title_fullStr | A Comparative Analysis of E-Cigarette and Cigarette Posts on Instagram |
title_full_unstemmed | A Comparative Analysis of E-Cigarette and Cigarette Posts on Instagram |
title_short | A Comparative Analysis of E-Cigarette and Cigarette Posts on Instagram |
title_sort | comparative analysis of e-cigarette and cigarette posts on instagram |
topic | Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9967293/ https://www.ncbi.nlm.nih.gov/pubmed/36833814 http://dx.doi.org/10.3390/ijerph20043116 |
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