Impact of flavor on electronic cigarette marketing in social media

Yunji Liang; Xiaolong Zheng; Daniel Dajun Zeng; Xingshe Zhou

doi:10.1007/978-3-319-29175-8_26

Impact of flavor on electronic cigarette marketing in social media

Yunji Liang, Xiaolong Zheng, Daniel Dajun Zeng, Xingshe Zhou

School of Computer Science

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

7 Scopus citations

Abstract

The electronic cigarette (e-cigarette) marketing is unregulated on social media currently. Flavor is one of the potent marketing strategies for ecigarette manufactures and vendors. In this paper, we investigate the flavorrelated e-cigarette marketing and online users’ response to flavor-related e-cigarette marketing in Facebook. We find that the fruit flavor is most frequently promoted on social media e-cigarette marketing with a share of 33.19%, followed by nut (17.72%), candy & sweet (9.28%), alcohol (7.43%) and menthol (6.75%). With regard to the users’ response to e-cigarette marketing, 85% of comments on flavor-related content (FC) happened within 84 h, while it is 243 h for 85% comments on content unrelated with flavor (named as miscellaneous content, MC). Furthermore, the ratio of positive content to negative content in FC (RFC) is 1.4857; while RMC is 0.8801. According to this work, we conclude that flavor plays an important role for online e-cigarette marketing with the boosting of user interaction and positive emotion.

Original language	English
Title of host publication	Smart Health - International Conference, ICSH 2015, Revised Selected Papers
Editors	Hsinchun Chen, Daniel Dajun Zeng, Xiaolong Zheng, Scott J. Leischow
Publisher	Springer Verlag
Pages	278-283
Number of pages	6
ISBN (Print)	9783319291741
DOIs	https://doi.org/10.1007/978-3-319-29175-8_26
State	Published - 2016
Event	International Conference for Smart Health, ICSH 2015 - Phoenix, United States Duration: 17 Nov 2015 → 18 Nov 2015

Publication series

Name	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume	9545
ISSN (Print)	0302-9743
ISSN (Electronic)	1611-3349

Conference

Conference	International Conference for Smart Health, ICSH 2015
Country/Territory	United States
City	Phoenix
Period	17/11/15 → 18/11/15

Keywords

Electronic cigarette
Electronic liquid
Facebook
Flavor

Access to Document

10.1007/978-3-319-29175-8_26

Cite this

Liang, Y., Zheng, X., Zeng, D. D., & Zhou, X. (2016). Impact of flavor on electronic cigarette marketing in social media. In H. Chen, D. D. Zeng, X. Zheng, & S. J. Leischow (Eds.), Smart Health - International Conference, ICSH 2015, Revised Selected Papers (pp. 278-283). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 9545). Springer Verlag. https://doi.org/10.1007/978-3-319-29175-8_26

Liang, Yunji ; Zheng, Xiaolong ; Zeng, Daniel Dajun et al. / Impact of flavor on electronic cigarette marketing in social media. Smart Health - International Conference, ICSH 2015, Revised Selected Papers. editor / Hsinchun Chen ; Daniel Dajun Zeng ; Xiaolong Zheng ; Scott J. Leischow. Springer Verlag, 2016. pp. 278-283 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).

@inproceedings{9834faadbb4346c5bffa923d540dbb3d,

title = "Impact of flavor on electronic cigarette marketing in social media",

abstract = "The electronic cigarette (e-cigarette) marketing is unregulated on social media currently. Flavor is one of the potent marketing strategies for ecigarette manufactures and vendors. In this paper, we investigate the flavorrelated e-cigarette marketing and online users{\textquoteright} response to flavor-related e-cigarette marketing in Facebook. We find that the fruit flavor is most frequently promoted on social media e-cigarette marketing with a share of 33.19%, followed by nut (17.72%), candy & sweet (9.28%), alcohol (7.43%) and menthol (6.75%). With regard to the users{\textquoteright} response to e-cigarette marketing, 85% of comments on flavor-related content (FC) happened within 84 h, while it is 243 h for 85% comments on content unrelated with flavor (named as miscellaneous content, MC). Furthermore, the ratio of positive content to negative content in FC (RFC) is 1.4857; while RMC is 0.8801. According to this work, we conclude that flavor plays an important role for online e-cigarette marketing with the boosting of user interaction and positive emotion.",

keywords = "Electronic cigarette, Electronic liquid, Facebook, Flavor",

author = "Yunji Liang and Xiaolong Zheng and Zeng, {Daniel Dajun} and Xingshe Zhou",

note = "Publisher Copyright: {\textcopyright} Springer International Publishing Switzerland 2016.; International Conference for Smart Health, ICSH 2015 ; Conference date: 17-11-2015 Through 18-11-2015",

year = "2016",

doi = "10.1007/978-3-319-29175-8_26",

language = "英语",

isbn = "9783319291741",

series = "Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)",

publisher = "Springer Verlag",

pages = "278--283",

editor = "Hsinchun Chen and Zeng, {Daniel Dajun} and Xiaolong Zheng and Leischow, {Scott J.}",

booktitle = "Smart Health - International Conference, ICSH 2015, Revised Selected Papers",

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Liang, Y, Zheng, X, Zeng, DD & Zhou, X 2016, Impact of flavor on electronic cigarette marketing in social media. in H Chen, DD Zeng, X Zheng & SJ Leischow (eds), Smart Health - International Conference, ICSH 2015, Revised Selected Papers. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 9545, Springer Verlag, pp. 278-283, International Conference for Smart Health, ICSH 2015, Phoenix, United States, 17/11/15. https://doi.org/10.1007/978-3-319-29175-8_26

Impact of flavor on electronic cigarette marketing in social media. / Liang, Yunji; Zheng, Xiaolong; Zeng, Daniel Dajun et al.
Smart Health - International Conference, ICSH 2015, Revised Selected Papers. ed. / Hsinchun Chen; Daniel Dajun Zeng; Xiaolong Zheng; Scott J. Leischow. Springer Verlag, 2016. p. 278-283 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 9545).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Impact of flavor on electronic cigarette marketing in social media

AU - Liang, Yunji

AU - Zheng, Xiaolong

AU - Zeng, Daniel Dajun

AU - Zhou, Xingshe

N1 - Publisher Copyright: © Springer International Publishing Switzerland 2016.

PY - 2016

Y1 - 2016

N2 - The electronic cigarette (e-cigarette) marketing is unregulated on social media currently. Flavor is one of the potent marketing strategies for ecigarette manufactures and vendors. In this paper, we investigate the flavorrelated e-cigarette marketing and online users’ response to flavor-related e-cigarette marketing in Facebook. We find that the fruit flavor is most frequently promoted on social media e-cigarette marketing with a share of 33.19%, followed by nut (17.72%), candy & sweet (9.28%), alcohol (7.43%) and menthol (6.75%). With regard to the users’ response to e-cigarette marketing, 85% of comments on flavor-related content (FC) happened within 84 h, while it is 243 h for 85% comments on content unrelated with flavor (named as miscellaneous content, MC). Furthermore, the ratio of positive content to negative content in FC (RFC) is 1.4857; while RMC is 0.8801. According to this work, we conclude that flavor plays an important role for online e-cigarette marketing with the boosting of user interaction and positive emotion.

AB - The electronic cigarette (e-cigarette) marketing is unregulated on social media currently. Flavor is one of the potent marketing strategies for ecigarette manufactures and vendors. In this paper, we investigate the flavorrelated e-cigarette marketing and online users’ response to flavor-related e-cigarette marketing in Facebook. We find that the fruit flavor is most frequently promoted on social media e-cigarette marketing with a share of 33.19%, followed by nut (17.72%), candy & sweet (9.28%), alcohol (7.43%) and menthol (6.75%). With regard to the users’ response to e-cigarette marketing, 85% of comments on flavor-related content (FC) happened within 84 h, while it is 243 h for 85% comments on content unrelated with flavor (named as miscellaneous content, MC). Furthermore, the ratio of positive content to negative content in FC (RFC) is 1.4857; while RMC is 0.8801. According to this work, we conclude that flavor plays an important role for online e-cigarette marketing with the boosting of user interaction and positive emotion.

KW - Electronic cigarette

KW - Electronic liquid

KW - Facebook

KW - Flavor

UR - http://www.scopus.com/inward/record.url?scp=84958548877&partnerID=8YFLogxK

U2 - 10.1007/978-3-319-29175-8_26

DO - 10.1007/978-3-319-29175-8_26

M3 - 会议稿件

AN - SCOPUS:84958548877

SN - 9783319291741

T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)

SP - 278

EP - 283

BT - Smart Health - International Conference, ICSH 2015, Revised Selected Papers

A2 - Chen, Hsinchun

A2 - Zeng, Daniel Dajun

A2 - Zheng, Xiaolong

A2 - Leischow, Scott J.

PB - Springer Verlag

T2 - International Conference for Smart Health, ICSH 2015

Y2 - 17 November 2015 through 18 November 2015

ER -

Liang Y, Zheng X, Zeng DD, Zhou X. Impact of flavor on electronic cigarette marketing in social media. In Chen H, Zeng DD, Zheng X, Leischow SJ, editors, Smart Health - International Conference, ICSH 2015, Revised Selected Papers. Springer Verlag. 2016. p. 278-283. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). doi: 10.1007/978-3-319-29175-8_26

Impact of flavor on electronic cigarette marketing in social media

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