JMIR Publications

ABSTRACT

Background:

E-cigarettes have gained much popularity among teenagers via extensive marketing strategies on social media platforms. This widespread promotion is regarded as a risk factor, as it fosters more positive attitudes toward e-cigarette use among teenagers and increases the perception that using e-cigarettes is a normal behaviour. Therefore, marketing on social media of e-cigarettes drive to a serious global health concern and their strategies and impact should be clearly identified.

Objective:

This study examined how e-cigarette companies popularise their products via Weibo and identify the specific strategies influencing the impact of the marketing.

Methods:

In phase 1, we conducted a search on ‘Qcc.com’, and identified 32 e-cigarette brands with active Weibo accounts between October 1 and December 31, 2020, along with 863 Weibo posts. The data were investigated through content analysis. The codebook was developed into four categories: (1) product and features, (2) sales and promotions, (3) social contact and interaction, and (4) restrictions and warnings. To further understand of the factors influencing e-cigarette brand marketing, we conducted a multiple linear regression analysis.

Results:

Marketing tactics of e-cigarette companies on Chinese social media in this study were documented as highlighting attractive product characteristics, visible trendy characters, implicit promotion, weakening health issues and different ways to interact with Weibo users. Out of 863 posts, 449 (52%) mentioned product characteristics. In 313 posts (36.3%), visible figures were employed to attract attention. Product promotion was absent in 762 posts (88.3%), and purchase channels were not mentioned in 790 posts (98.3%). Social interaction-related posts received attention (548, 63.5%), particularly those featuring hashtag content (538, 62.3%). Most posts did not include claims for restrictions on teenagers’ purchases or use (687, 79.6%) or information on health warnings (839, 97.2%). Multiple linear regression analysis demonstrated marketing strategies that can effectively increase the exposure of e-cigarettes posts on Weibo. Posts including engagement via posts encouraging reposts, comments, and likes(p<.001), and engagement topics related to e-cigarette brands were positively correlated with the number of reposts(p=.009). Posts highlighting non-monetary incentives(p=0.004), posts with age restriction statements(p<.001), engaging via stories and ideas collecting(p<.001) and engagement topics related to products(p<.001) and current affairs(p=0.002) had a positive effect on the number of comments. Engagement topics related to brands(p<.001) or interactive sweepstakes(p<.001) had a positive effect on the number of likes.

Conclusions:

E-cigarettes posts on Weibo, which focus on product features and social interaction, have achieved public attention, especially among teenagers. More strict regulation and monitoring should be adopted to restrict the social marketing of e-cigarettes in social media.