دورية أكاديمية
أعرض في EDS

Young adults' visual attention to features of social media marketing for disposable e-cigarettes and associated perceptions.

التفاصيل البيبلوغرافية
العنوان: Young adults' visual attention to features of social media marketing for disposable e-cigarettes and associated perceptions.
المؤلفون: Chen-Sankey J; Rutgers University, Institute for Nicotine and Tobacco Studies, New Brunswick, NJ, USA.; School of Public Health, Rutgers University, Piscataway, NJ, USA., Weiger C; Rutgers University, Institute for Nicotine and Tobacco Studies, New Brunswick, NJ, USA., La Capria K; Rutgers University, Institute for Nicotine and Tobacco Studies, New Brunswick, NJ, USA., Vassey J; Keck School of Medicine, University of Southern California, Los Angeles, CA, USA., Jeong M; Rutgers University, Institute for Nicotine and Tobacco Studies, New Brunswick, NJ, USA.; School of Public Health, Rutgers University, Piscataway, NJ, USA., Phan L; Dornsife School of Public Health and College of Nursing and Health Professions, Drexel University, Philadelphia, PA, USA., Unger JB; Keck School of Medicine, University of Southern California, Los Angeles, CA, USA., Allem JP; Rutgers University, Institute for Nicotine and Tobacco Studies, New Brunswick, NJ, USA.; School of Public Health, Rutgers University, Piscataway, NJ, USA.; Robert Wood Johnson Medical School, Division of General Internal Medicine, Rutgers University, New Brunswick, NJ, USA., Berg CJ; Milken Institute School of Public Health, George Washington University, Washington, DC, USA.; George Washington Cancer Center, George Washington University, Washington, DC, USA., Choi K; Division of Intramural Research, National Institute of Minority Health and Health Disparities, Bethesda, MD, USA.
المصدر: Addiction (Abingdon, England) [Addiction] 2024 Jun 23. Date of Electronic Publication: 2024 Jun 23.
Publication Model: Ahead of Print
نوع المنشور: Journal Article
اللغة: English
بيانات الدورية: Publisher: Wiley-Blackwell Country of Publication: England NLM ID: 9304118 Publication Model: Print-Electronic Cited Medium: Internet ISSN: 1360-0443 (Electronic) Linking ISSN: 09652140 NLM ISO Abbreviation: Addiction Subsets: MEDLINE
أسماء مطبوعة: Publication: Oxford : Wiley-Blackwell
Original Publication: Abingdon, Oxfordshire, UK : Carfax Pub. Co., c1993-
مستخلص: Background and Aims: E-cigarette marketing exposure on social media influences perceptions; however, limited knowledge exists regarding marketing features attracting the most visual attention. This study examined visual attention to features of social media marketing for disposable e-cigarettes and related product perceptions.
Design, Setting and Participants: Participants viewed 32 disposable marketing post images from social media (Instagram) using computer-based eye-tracking technology to assess standardized attention metrics of marketing features. They then completed a survey assessing positive product perceptions. The study took place in New Jersey, USA, June-September 2022, comprising young adults (aged 18-29) who do not use tobacco (n = 72) or who smoke cigarettes (n = 42).
Measurements: We examined associations between 14 marketing features (e.g. product package, personal item, fruit/candy descriptor, social media account) and standardized attention metrics of dwell time (fixation duration) and entry time (time to first fixation). Then, we assessed attention metrics for each feature in relation to positive product perceptions (appeal and positive use expectancy).
Findings: Among all participants, dwell time was the longest for the product descriptor [marginal means (MM) = 1.77; 95% confidence interval (CI) = 1.69, 1.86], social media account (MM = 1.76; 95% CI = 1.67, 1.85) and fruit/candy descriptor features (MM = 1.56; 95% CI = 1.41, 1.70); entry time was the shortest for the social media account (MM = 0.35; 95% CI = 0.26, 0.46), personal item (MM = 0.36; 95% CI = 0.17, 0.56) and human model features (MM = 0.40; 95% CI = 0.08, 0.72). Two use status groups had comparable dwell and entry times, except for the product descriptor feature. Longer dwell time for the product package feature increased positive product perceptions among both use status groups [regression coefficient (β) = 0.44 and 2.61]. Longer dwell time for fruit/candy descriptor (β = 1.80) and price promotion features (β = 4.04) increased positive product perceptions among those who smoke.
Conclusions: US young adults appear to be particularly visually engaged by disposable e-cigarette marketing that uses social media account features (account profile pictures, information about the products marketed and relevant hashtags) and features enhancing the products' personal relatability. Disposable product packages, fruit/candy descriptors and price promotions may increase the influence of social media marketing among various use status groups.
(© 2024 The Author(s). Addiction published by John Wiley & Sons Ltd on behalf of Society for the Study of Addiction.)
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معلومات مُعتمدة: K01CA242591 United States CA NCI NIH HHS; P30CA072720 United States CA NCI NIH HHS; R00CA242589 United States CA NCI NIH HHS; U54CA229973 United States CA NCI NIH HHS; U54CA267735 United States CA NCI NIH HHS; U54CA267735 United States CA NCI NIH HHS
فهرسة مساهمة: Keywords: Disposable E‐cigarettes; eye‐tracking; marketing features; marketing influence; social media marketing; visual attention; young adults
تواريخ الأحداث: Date Created: 20240626 Latest Revision: 20240626
رمز التحديث: 20240627
DOI: 10.1111/add.16586
PMID: 38923723
قاعدة البيانات: MEDLINE
الوصف
تدمد:1360-0443
DOI:10.1111/add.16586