Marketing Strategies Used by Tobacco Companies Targeting the Queer Community.

IF 2.1 Q3 PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH
Tobacco Use Insights Pub Date : 2024-07-20 eCollection Date: 2024-01-01 DOI:10.1177/1179173X241265743
Kendra Lewis, Diamond Cunningham, Pamela Valera
{"title":"Marketing Strategies Used by Tobacco Companies Targeting the Queer Community.","authors":"Kendra Lewis, Diamond Cunningham, Pamela Valera","doi":"10.1177/1179173X241265743","DOIUrl":null,"url":null,"abstract":"<p><p><b>Background:</b> This study described the marketing strategies tobacco companies use to advertise tobacco products to the Queer community. <b>Methods:</b> In this secondary qualitative analysis, 15 Queer participants were interviewed to explore their life experiences with tobacco product advertisements during the early days of the COVID-19 pandemic. <b>Results:</b> Participants self-reported as male (n = 5), followed by female (n = 4), gender non-binary (n = 4) and, transgender (n = 2). In addition, most participants identified as Black/African American (n = 7) or White (n = 7). Many participants identified as Bisexual (n = 5) or Queer (n = 4). Using narrative analysis, the themes for this study were: (1) tobacco and vaping companies target minoritized and Queer people; (2) tobacco and vape companies maintain their presence by sponsoring local Lesbian, gay, bisexual, transgender, questioning, intersex, asexual, and other community (LGBTQIA+) bars and Pride events, often through giveaways and coupons; and (3) the use of social media influencers represents a new social marketing technique. As a result, Queer participants were more likely to encounter many different types of advertisements from tobacco companies and, most recently, social media influencers. <b>Conclusion:</b> Social media influencers are a new factor that needs further study to understand the new tobacco advertising landscape.</p>","PeriodicalId":43361,"journal":{"name":"Tobacco Use Insights","volume":null,"pages":null},"PeriodicalIF":2.1000,"publicationDate":"2024-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.ncbi.nlm.nih.gov/pmc/articles/PMC11268003/pdf/","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Tobacco Use Insights","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/1179173X241265743","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2024/1/1 0:00:00","PubModel":"eCollection","JCR":"Q3","JCRName":"PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH","Score":null,"Total":0}
引用次数: 0

Abstract

Background: This study described the marketing strategies tobacco companies use to advertise tobacco products to the Queer community. Methods: In this secondary qualitative analysis, 15 Queer participants were interviewed to explore their life experiences with tobacco product advertisements during the early days of the COVID-19 pandemic. Results: Participants self-reported as male (n = 5), followed by female (n = 4), gender non-binary (n = 4) and, transgender (n = 2). In addition, most participants identified as Black/African American (n = 7) or White (n = 7). Many participants identified as Bisexual (n = 5) or Queer (n = 4). Using narrative analysis, the themes for this study were: (1) tobacco and vaping companies target minoritized and Queer people; (2) tobacco and vape companies maintain their presence by sponsoring local Lesbian, gay, bisexual, transgender, questioning, intersex, asexual, and other community (LGBTQIA+) bars and Pride events, often through giveaways and coupons; and (3) the use of social media influencers represents a new social marketing technique. As a result, Queer participants were more likely to encounter many different types of advertisements from tobacco companies and, most recently, social media influencers. Conclusion: Social media influencers are a new factor that needs further study to understand the new tobacco advertising landscape.

烟草公司针对同性恋群体使用的营销策略。
研究背景本研究描述了烟草公司向同性恋群体宣传烟草产品时使用的营销策略。研究方法:在这项二次定性分析中,我们采访了 15 名同性恋参与者,以探讨他们在 COVID-19 大流行初期接触烟草产品广告的生活经历。结果:参与者自称男性(5 人),其次是女性(4 人)、非二元性别(4 人)和变性人(2 人)。此外,大多数参与者认为自己是黑人/非洲裔美国人(7 人)或白人(7 人)。许多参与者认为自己是双性恋者(5 人)或同性恋者(4 人)。通过叙事分析,本研究的主题是(1)烟草和 Vaping 公司以少数群体和同性恋者为目标;(2)烟草和 Vape 公司通过赞助当地的女同性恋、男同性恋、双性恋、变性者、质疑者、双性者、无性恋者和其他群体(LGBTQIA+)酒吧和骄傲活动,通常是通过赠品和优惠券来维持其存在;(3)使用社交媒体影响者代表了一种新的社会营销技术。因此,同性恋参与者更有可能接触到来自烟草公司以及最近的社交媒体影响者的多种不同类型的广告。结论社交媒体影响者是一个新因素,需要进一步研究才能了解新的烟草广告格局。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
Tobacco Use Insights
Tobacco Use Insights PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH-
自引率
4.50%
发文量
32
审稿时长
8 weeks
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信