Content analysis of tobacco brands' "Tagged" section on Instagram.

IF 3 2区 医学 Q2 PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH
Scott I Donaldson, Kathryn La Capria, Amanda DeJesus, Ollie Ganz, Jon-Patrick Allem
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引用次数: 0

Abstract

Introduction: Brands can be "tagged" in Instagram posts to communicate a partnership with a social media influencer. Little is known about the content of these communications in the tobacco-related literature. To address this gap, this study identified tagged posts on the official Instagram pages of tobacco brands and described the themes of such posts.

Methods: Six tobacco brands with official Instagram pages were identified. Each tagged section of the brand's official Instagram page was examined to identify potential partnerships with social media influencers. Posts to the tagged section of the Instagram page were collected from November 2022 to February 2024. For each post, tobacco-related themes were coded.

Results: This study identified 594 tagged posts from 222 potential social media influencers. The most common theme among tagged posts was product presence (n=430, 72.4%), followed by branding (n=421, 70.9%). Young adults were identified in 40.4% (n=240) of posts. Among users who tagged a brand account, 96.1% (n=571) of their account profiles contained URL links to commercial websites, suggesting social media influencer status.

Conclusions: This study showed that the tagged section of tobacco brands' Instagram pages contained posts suggestive of paid partnerships between the brand and social media influencers. These posts often featured tobacco use and young adults. Future research should examine whether the presence of (or accessibility to) URL links to commercial websites appearing on influencers' pages increases an Instagram user's purchase intentions and tobacco use initiation.

Implications: This study showed that the "tagged" sections of the official Instagram pages of six tobacco brands featured tobacco use, contained links to commercial websites, avoided content about addiction, and revealed that social media influencers inconsistently disclosed financial relationships with tobacco brands. In addition to enforcing and bolstering online marketing restrictions, prevention programs and interventions may focus on tobacco-related digital media literacy to help inoculate young adults against the pro-tobacco online environment.

烟草品牌在Instagram上“标签”部分的内容分析。
简介:品牌可以在Instagram帖子中被“标记”,以传达与社交媒体影响者的合作关系。在与烟草有关的文献中,人们对这些信息的内容知之甚少。为了解决这一差距,本研究确定了烟草品牌Instagram官方页面上的标签帖子,并描述了这些帖子的主题。方法:选取6个拥有Instagram官方页面的烟草品牌。该品牌官方Instagram页面的每个标签部分都经过检查,以确定与社交媒体影响者的潜在合作伙伴关系。从2022年11月到2024年2月,Instagram页面上标记部分的帖子被收集。对于每个帖子,与烟草相关的主题都进行了编码。结果:这项研究从222个潜在的社交媒体影响者中确定了594个标签帖子。标签帖子中最常见的主题是产品存在(n=430, 72.4%),其次是品牌(n=421, 70.9%)。在40.4% (n=240)的帖子中发现了年轻人。在标记品牌账户的用户中,96.1% (n=571)的账户配置文件包含指向商业网站的URL链接,表明社交媒体影响者的地位。结论:本研究表明,烟草品牌Instagram页面的标签部分包含暗示品牌与社交媒体影响者之间付费合作关系的帖子。这些帖子通常以烟草使用和年轻人为主题。未来的研究应该检查网红页面上出现的商业网站URL链接(或可访问性)是否会增加Instagram用户的购买意图和烟草使用的启动。启示:这项研究表明,六个烟草品牌的官方Instagram页面的“标记”部分以烟草使用为特色,包含商业网站的链接,避免有关成瘾的内容,并揭示了社交媒体影响者不一致地披露与烟草品牌的财务关系。除了执行和加强在线营销限制外,预防计划和干预措施可侧重于与烟草有关的数字媒体素养,以帮助年轻人预防亲烟草的在线环境。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Nicotine & Tobacco Research
Nicotine & Tobacco Research 医学-公共卫生、环境卫生与职业卫生
CiteScore
8.10
自引率
10.60%
发文量
268
审稿时长
3-8 weeks
期刊介绍: Nicotine & Tobacco Research is one of the world''s few peer-reviewed journals devoted exclusively to the study of nicotine and tobacco. It aims to provide a forum for empirical findings, critical reviews, and conceptual papers on the many aspects of nicotine and tobacco, including research from the biobehavioral, neurobiological, molecular biologic, epidemiological, prevention, and treatment arenas. Along with manuscripts from each of the areas mentioned above, the editors encourage submissions that are integrative in nature and that cross traditional disciplinary boundaries. The journal is sponsored by the Society for Research on Nicotine and Tobacco (SRNT). It publishes twelve times a year.
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