Impact of flavor on electronic cigarette marketing in social media

Yunji Liang, Xiaolong Zheng, Dajun Zeng, Xingshe Zhou

Research output: Chapter in Book/Report/Conference proceedingConference contribution

4 Scopus citations

Abstract

The electronic cigarette (e-cigarette) marketing is unregulated on social media currently. Flavor is one of the potent marketing strategies for ecigarette manufactures and vendors. In this paper, we investigate the flavorrelated e-cigarette marketing and online users’ response to flavor-related e-cigarette marketing in Facebook. We find that the fruit flavor is most frequently promoted on social media e-cigarette marketing with a share of 33.19%, followed by nut (17.72%), candy & sweet (9.28%), alcohol (7.43%) and menthol (6.75%). With regard to the users’ response to e-cigarette marketing, 85% of comments on flavor-related content (FC) happened within 84 h, while it is 243 h for 85% comments on content unrelated with flavor (named as miscellaneous content, MC). Furthermore, the ratio of positive content to negative content in FC (RFC) is 1.4857; while RMC is 0.8801. According to this work, we conclude that flavor plays an important role for online e-cigarette marketing with the boosting of user interaction and positive emotion.

Original languageEnglish (US)
Title of host publicationLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
PublisherSpringer Verlag
Pages278-283
Number of pages6
Volume9545
ISBN (Print)9783319291741
DOIs
StatePublished - 2016
EventInternational Conference for Smart Health, ICSH 2015 - Phoenix, United States
Duration: Nov 17 2015Nov 18 2015

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume9545
ISSN (Print)03029743
ISSN (Electronic)16113349

Other

OtherInternational Conference for Smart Health, ICSH 2015
CountryUnited States
CityPhoenix
Period11/17/1511/18/15

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Keywords

  • Electronic cigarette
  • Electronic liquid
  • Facebook
  • Flavor

ASJC Scopus subject areas

  • Computer Science(all)
  • Theoretical Computer Science

Cite this

Liang, Y., Zheng, X., Zeng, D., & Zhou, X. (2016). Impact of flavor on electronic cigarette marketing in social media. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) (Vol. 9545, pp. 278-283). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 9545). Springer Verlag. https://doi.org/10.1007/978-3-319-29175-8_26