Laestadius Linnea I, Penndorf Kendall E, Seidl Melissa, Cho Young I
Zilber School of Public Health, University of Wisconsin-Milwaukee, Milwaukee, WI, United States.
J Med Internet Res. 2019 Nov 25;21(11):e15441. doi: 10.2196/15441.
While marketing for electronic cigarette refill liquids (e-liquids) is widespread on Instagram, little is known about the post elements that create appeal among young adult Instagram users. Further information is needed to help shape regulatory strategies appropriate for social media.
This study examined young adult Instagram user perceptions of actual e-liquid marketing posts and US Food and Drug Administration (FDA)-mandated nicotine addiction warning statements on Instagram.
A series of 12 focus groups (n=69) were held with non-tobacco users, vapers, smokers, and dual users in Wisconsin between September and December 2018. Participants discussed the elements of posts that they found appealing or unappealing, in addition to completing a survey about each post and e-liquid. Focus group transcripts were analyzed by smoking status using a framework analysis approach.
Although willingness to try e-liquids was highest among nicotine users, focus group discussions indicated that Instagram posts promoting e-liquids held appeal for individuals across smoking statuses. The primary elements that created appeal were the perceived trustworthiness of the Instagram account, attractive design and flavor visuals, and promotion of flavors and nicotine levels that met personal preferences. Post appeal was reduced by references to vaping subcultures, indicators that the post creator did not take nicotine addiction seriously, and FDA-mandated nicotine warning statements. Non-tobacco users were particularly drawn to posts featuring nicotine-free e-liquids with attractive visual designs and flavors known from foods.
Young adults consider a broad range of elements in assessing the appeal of e-liquid marketing on Instagram, with minor but notable distinctions by smoking status. Non-tobacco users are uniquely drawn to nicotine-free e-liquids and are more deterred by the FDA's mandated nicotine addiction warning statements than those from other smoking statuses. This suggests that it may be possible to tailor policy interventions in a manner that helps to reduce novel uptake of vaping without significantly diminishing its potential harm-reduction benefits.
虽然电子烟补充液（电子烟液）在照片墙（Instagram）上的营销很普遍，但对于在年轻成年照片墙用户中产生吸引力的帖子元素却知之甚少。需要更多信息来帮助制定适合社交媒体的监管策略。
本研究调查了年轻成年照片墙用户对实际电子烟液营销帖子以及美国食品药品监督管理局（FDA）强制要求的关于尼古丁成瘾的警告声明在照片墙上的看法。
2018年9月至12月期间，在威斯康星州与非烟草使用者、吸电子烟者、吸烟者和双重使用者举行了一系列12个焦点小组（n = 69）。参与者除了完成关于每个帖子和电子烟液的调查外，还讨论了他们认为有吸引力或无吸引力的帖子元素。使用框架分析方法按吸烟状况对焦点小组记录进行分析。
虽然尝试电子烟液的意愿在尼古丁使用者中最高，但焦点小组讨论表明，宣传电子烟液的照片墙帖子对不同吸烟状况的个人都有吸引力。产生吸引力的主要元素是照片墙账户的可信度、吸引人的设计和口味视觉效果，以及对符合个人喜好的口味和尼古丁含量的推广。提及电子烟亚文化、表明帖子创作者不重视尼古丁成瘾的指标以及FDA强制要求的尼古丁警告声明会降低帖子的吸引力。非烟草使用者尤其被展示无尼古丁电子烟液的帖子所吸引，这些帖子具有吸引人的视觉设计和来自食品的知名口味。
年轻人在评估照片墙上电子烟液营销的吸引力时会考虑广泛的元素，不同吸烟状况之间存在细微但显著的差异。非烟草使用者特别被无尼古丁电子烟液所吸引，并且比其他吸烟状况的人更受FDA强制要求的尼古丁成瘾警告声明的阻碍。这表明有可能以一种有助于减少电子烟新用户数量而又不会显著降低其潜在危害降低益处的方式来调整政策干预措施。
