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Journal article
Young adults' visual attention to features of social media marketing for disposable e-cigarettes and associated perceptions
Addiction (Abingdon, England)
23 Jun 2024
PMID: 38923723
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
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 (beta) = 0.44 and 2.61]. Longer dwell time for fruit/candy descriptor (beta = 1.80) and price promotion features (beta = 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.
Metrics
Details
- Title
- Young adults' visual attention to features of social media marketing for disposable e-cigarettes and associated perceptions
- Creators
- Julia Chen-Sankey - Rutgers, The State University of New JerseyCaitlin Weiger - Rutgers, The State University of New JerseyKathryn La Capria - Rutgers, The State University of New JerseyJulia Vassey - University of Southern CaliforniaMichelle Jeong - Rutgers, The State University of New JerseyLilianna Phan - Drexel UniversityJennifer B. Unger - University of Southern CaliforniaJon-Patrick Allem - Rutgers State Univ, Inst Nicotine & Tobacco Studies, New Brunswick, NJ USACarla J. Berg - Milken InstituteKelvin Choi - National Institute on Minority Health and Health Disparities
- Publication Details
- Addiction (Abingdon, England)
- Publisher
- Wiley
- Number of pages
- 13
- Grant note
- National Cancer Institute; United States Department of Health & Human Services; National Institutes of Health (NIH) - USA; NIH National Cancer Institute (NCI) R00CA242589/CA/NCI NIH HHS/United States U54CA229973/CA/NCI NIH HHS/United States K01CA242591/CA/NCI NIH HHS/United States U54CA267735/CA/NCI NIH HHS/United States
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Community Health and Prevention
- Web of Science ID
- WOS:001252199700001
- Scopus ID
- 2-s2.0-85196649112
- Other Identifier
- 991021894659904721
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Psychiatry
- Substance Abuse