Young adults' visual attention to features of social media marketing for disposable e‐cigarettes and associated perceptions.
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...
| Publicado en: | Addiction Vol. 120; no. 3; pp. 439 - 452 |
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| Autores principales: | , , , , , , , , , |
| Formato: | pictorial research tables/charts Journal Article |
| Publicado: |
Wiley-Blackwell
Mar2025
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ccm&AN=183756613&site=ehost-live header: @attributes: shortDbName: ccm uiTerm: 183756613 longDbName: CINAHL Complete uiTag: AN controlInfo: bkinfo: dissinfo: jinfo: jid: 09652140 AIO jtl: Addiction issn: 09652140 maglogo: Y pubinfo: dt: Mar2025 vid: 120 iid: 3 pid: 480 pub: Wiley-Blackwell place: Malden, Massachusetts artinfo: ui: 183756613 177989708 183756613 183756613 10.1111/add.16586 183756613 ppf: 439 ppct: 13 formats: fmt: – @attributes: type: T – @attributes: type: C – @attributes: type: P tig: atl: Young adults' visual attention to features of social media marketing for disposable e‐cigarettes and associated perceptions. aug: au: Chen‐Sankey, Julia Weiger, Caitlin La Capria, Kathryn Vassey, Julia Jeong, Michelle Phan, Lilianna Unger, Jennifer B. Allem, Jon‐Patrick Berg, Carla J. Choi, Kelvin affil: Rutgers University, Institute for Nicotine and Tobacco Studies, New Brunswick NJ,, USA sug: subj: Attention Social Media Marketing Methods Electronic Cigarettes Consumer Attitudes Visual Perception Shopping Psychosocial Factors Electronic Commerce Tobacco Use Cessation Products Human Funding Source Male Female Adolescence Young Adult Adult Eye Movements Product Packaging Direct-to-Consumer Advertising Methods Descriptive Statistics Confidence Intervals Decision Making Regression Adolescent: 13-18 years Adult: 19-44 years Male Female ab: 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. pubtype: Academic Journal doctype: pictorial research tables/charts Journal Article ougenre: Article language: English refInfo: holdings: @attributes: islocal: N |
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