From Apple to Werewolf: A content analysis of marketing for e-liquids on Instagram

Introduction: This study examines e-liquid marketing on the social media platform Instagram. The study focuses on e-liquid themes, claims, promotions, and products that youth and young adults are exposed to on Instagram. The findings will help identify potential public health concerns related to e-liquid marketing on social media.

Key points:

* The study used systematic random sampling to collect Instagram posts related to e-liquid using the Netlytic application.
* A final sample of 1000 posts was analyzed using qualitative content analysis to discern e-liquid themes, claims, promotions, and products promoted.
* Of the 1000 posts, 61.1% promoted e-liquid, most frequently made by vape shops and ambassadors/representatives.
* Almost 80% of promotional posts featured a flavored e-liquid, with sweet flavors appearing most frequently.
* Posts focused on e-liquids tasting good or being cool/edgy, and made use of Instagram's visual nature to share creative label designs.
* Just over a third of posts made some claim about e-liquid benefits or quality, with smokeless tobacco claims being most common.
* Posts most commonly originated from the United States, Indonesia, and the United Kingdom.

Main message: The study found that e-liquid marketing on Instagram emphasizes positive experiences, personalization, and aspirational identities rather than explicit health and cessation claims. The appeal to youth is a significant concern based on marketing strategies and the demographics of Instagram users. The study highlights the need for further research on the impact of e-liquid marketing on social media on youth attitudes and behaviors. Additionally, regulators should consider the potential impact of e-liquid marketing on social media and explore strategies to reduce youth exposure to tobacco product marketing on these platforms.

Laestadius, Linnea I., Megan M. Wahl, Pallav Pokhrel, and Young I. Cho. “From Apple to Werewolf: A Content Analysis of Marketing for e-Liquids on Instagram.” Addictive Behaviors 91 (April 2019): 119–27. https://doi.org/10.1016/j.addbeh.2018.09.008.