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NAQC Newsroom: Research

Electronic Cigarettes on Twitter – Spreading the Appeal of Flavors.

Thursday, June 11, 2015  
Posted by: Natalia Gromov
Chu, Kar-Hai; Unger, Jennifer B.; Cruz, Tess Boley; Soto, Daniel W.
Electronic Cigarettes on Twitter – Spreading the Appeal of Flavors.
Tobacco Regulatory Science, Volume 1, Number 1, March 2015, pp. 36-41(6)
Social media platforms are used by tobacco companies to promote products. This study examines message content on Twitter from e-cigarette brands and determines if messages about flavors are more likely than non-flavor messages to be passed along to other viewers. Methods: We examined Twitter data from 2 e-cigarette brands and identified messages that contained terms related to e-cigarette flavors. Results: Flavor-related posts were retweeted at a significantly higher rate by e-cigarette brands (p = .04) and other Twitter users (p < .01) than non-flavor posts. Conclusions: E-cigarette brands and other Twitter users pay attention to flavor-related posts and retweet them often. These findings suggest flavors continue to be an attractive characteristic and their marketing should be monitored closely.

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