Characterizing Heated Tobacco Products Marketing on Instagram: Observational Study.

Jiarui Chen,Siyu Xue,Zidian Xie,Dongmei Li

JMIR formative research（2023）

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摘要

It is shown that posts with product displays were dominant among HTP-related posts on Instagram. Posts with model or lifestyle elements are associated with high user engagement, which might be one of the web-based marketing strategies of HTPs.

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关键词

IQOS,Instagram,heated tobacco products,web-based tobacco marketing

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