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Marketing Strategies of Novel Tobacco Products & Tobacco Use: A Literature Review
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신종담배의 마케팅 전략과 담배 사용의 관련성: 문헌고찰

논문 기본 정보

Type
Academic journal
Author
kim jin young (한국담배규제연구교육센터) Su San Park (서울대학교 보건대학원 보건환경연구소) Cho, Sung IL (서울대학교 보건대학원 보건환경연구소, 서울대학교 보건대학원) Sungkyu Lee (한국담배규제연구교육센터)
Journal
대한금연학회 대한금연학회지 대한금연학회지 제15권 제1호 KCI Candidated Journals
Published
2024.3
Pages
1 - 7 (7page)
DOI
https://doi.org/10.25055/JKSRNT.2024.15.1.1

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Marketing Strategies of Novel Tobacco Products & Tobacco Use: A Literature Review
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The favorable portrayal and aggressive marketing of e-cigarettes can incentivize their use, with social media marketing potentially influencing tobacco consumption among adolescents and young adults. This study aimed to investigate the correlation between marketing communication strategies for novel tobacco products and exposure to tobacco-related content on social media platforms, examining their impact on tobacco initiation and use, through a comprehensive literature review. Literature since 2018 was searched, and four international systematic literature reviews and meta-analyses and five domestic cross-sectional studies were reviewed. The findings indicate that marketing communications for novel tobacco products predominantly emphasize health benefits and smoking cessation. Additionally, e-cigarette promotion strategies through social media highlight factors such as price, taste, product characteristics, and youth appeal. These marketing messages can particularly influence smoking initiation among adolescents and young adults. Notably, exposure to tobacco-related content on social media was associated with higher probabilities of tobacco use initiation and current use compared to non-exposure. Therefore, it is imperative to establish monitoring and surveillance systems to track the promotion and usage of tobacco products, including novel ones, by the public on social media, along with regulatory frameworks for comprehensive control of various communication channels targeting youth.

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