Lee Alexander S, Hart Joy L, Sears Clara G, Walker Kandi L, Siu Allison, Smith Courteney
University of Louisville, United States.
Tob Prev Cessat. 2017 Jul;3. doi: 10.18332/tpc/74709. Epub 2017 Jul 3.
This study examined electronic cigarette (e-cig) content in visual materials posted on the social-media platforms Instagram and Pinterest. Both platforms allow users to upload pictures to the internet and share them globally. Users can search for pictures tagged with specific keywords and phrases.
Using content analysis, this study identified themes in image postings of e-cigs on social media. During five weeks of data collection, keywords were used to identify pictures related to e-cigs. These pictures were then coded into one or more categories.
The three most popular categories for Instagram posts were marketing, customization and juices/flavors. The three most popular categories for Pinterest posts were customization, marketing and memes.
Because of the persuasive power of visuals, it is important to examine communication on Instagram and Pinterest as well as the specific visual messages communicated. Stores and manufacturers use these and similar platforms to communicate with users and potential users; thus it seems that marketers are capitalizing on opportunities for persuasive appeal. The results highlight the popularity of e-cig content on these two social media platforms and reveal an emphasis on marketing and customization.
本研究调查了社交媒体平台Instagram和Pinterest上发布的视觉材料中的电子烟内容。这两个平台都允许用户将图片上传到互联网并在全球范围内分享。用户可以搜索带有特定关键词和短语的图片。
本研究采用内容分析法，确定社交媒体上电子烟图片帖子中的主题。在为期五周的数据收集期间，使用关键词来识别与电子烟相关的图片。然后将这些图片编码为一个或多个类别。
Instagram帖子中最受欢迎的三个类别是营销、定制以及果汁/口味。Pinterest帖子中最受欢迎的三个类别是定制、营销和模因。
由于视觉效果具有说服力，因此研究Instagram和Pinterest上的交流以及所传达的特定视觉信息非常重要。商店和制造商利用这些以及类似的平台与用户和潜在用户进行交流；因此，营销人员似乎正在利用具有说服力的吸引力的机会。研究结果突出了电子烟内容在这两个社交媒体平台上的受欢迎程度，并揭示了对营销和定制的重视。
