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Young adults' visual attention to features of social media marketing for disposable e‐cigarettes and associated perceptions.

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Title: Young adults' visual attention to features of social media marketing for disposable e‐cigarettes and associated perceptions.
Authors: 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
Source: Addiction. Mar2025, Vol. 120 Issue 3, p439-451. 13p.
Subjects: Social media, Smoking cessation products, Electronic commerce, Research funding, Electronic cigarettes, Consumer attitudes, Shopping, Marketing, Descriptive statistics, Decision making, Attention, Packaging, Visual perception, Direct-to-consumer prescription drug advertising, Confidence intervals, Eye movements, Regression analysis
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 (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. [ABSTRACT FROM AUTHOR]
Copyright of Addiction is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Young adults' visual attention to features of social media marketing for disposable e‐cigarettes and associated perceptions.
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  Data: <searchLink fieldCode="JN" term="%22Addiction%22">Addiction</searchLink>. Mar2025, Vol. 120 Issue 3, p439-451. 13p.
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  Data: <searchLink fieldCode="DE" term="%22Social+media%22">Social media</searchLink><br /><searchLink fieldCode="DE" term="%22Smoking+cessation+products%22">Smoking cessation products</searchLink><br /><searchLink fieldCode="DE" term="%22Electronic+commerce%22">Electronic commerce</searchLink><br /><searchLink fieldCode="DE" term="%22Research+funding%22">Research funding</searchLink><br /><searchLink fieldCode="DE" term="%22Electronic+cigarettes%22">Electronic cigarettes</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+attitudes%22">Consumer attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Shopping%22">Shopping</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Descriptive+statistics%22">Descriptive statistics</searchLink><br /><searchLink fieldCode="DE" term="%22Decision+making%22">Decision making</searchLink><br /><searchLink fieldCode="DE" term="%22Attention%22">Attention</searchLink><br /><searchLink fieldCode="DE" term="%22Packaging%22">Packaging</searchLink><br /><searchLink fieldCode="DE" term="%22Visual+perception%22">Visual perception</searchLink><br /><searchLink fieldCode="DE" term="%22Direct-to-consumer+prescription+drug+advertising%22">Direct-to-consumer prescription drug advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Confidence+intervals%22">Confidence intervals</searchLink><br /><searchLink fieldCode="DE" term="%22Eye+movements%22">Eye movements</searchLink><br /><searchLink fieldCode="DE" term="%22Regression+analysis%22">Regression analysis</searchLink>
– Name: Abstract
  Label: Abstract
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  Data: 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. [ABSTRACT FROM AUTHOR]
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  Label:
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  Data: <i>Copyright of Addiction is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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    Identifiers:
      – Type: doi
        Value: 10.1111/add.16586
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      – Code: eng
        Text: English
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        PageCount: 13
        StartPage: 439
    Subjects:
      – SubjectFull: Social media
        Type: general
      – SubjectFull: Smoking cessation products
        Type: general
      – SubjectFull: Electronic commerce
        Type: general
      – SubjectFull: Research funding
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      – SubjectFull: Electronic cigarettes
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      – SubjectFull: Consumer attitudes
        Type: general
      – SubjectFull: Shopping
        Type: general
      – SubjectFull: Marketing
        Type: general
      – SubjectFull: Descriptive statistics
        Type: general
      – SubjectFull: Decision making
        Type: general
      – SubjectFull: Attention
        Type: general
      – SubjectFull: Packaging
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      – SubjectFull: Visual perception
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      – SubjectFull: Direct-to-consumer prescription drug advertising
        Type: general
      – SubjectFull: Confidence intervals
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      – SubjectFull: Eye movements
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      – SubjectFull: Regression analysis
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      – TitleFull: Young adults' visual attention to features of social media marketing for disposable e‐cigarettes and associated perceptions.
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              Text: Mar2025
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