烟草公司针对同性恋群体使用的营销策略。

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
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引用次数: 0

摘要

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。
Marketing Strategies Used by Tobacco Companies Targeting the Queer Community.

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.

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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
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