Dataset Information

Do tobacco industry websites target content to specific demographic groups?

ABSTRACT:

Background

Prior research has not examined whether tobacco brand websites vary content based on audience demographics. This study explored whether marketing content on tobacco brand websites varied by user ethnicity, gender or age group.

Methods

Participants (n = 32) were adult smokers, representing equal numbers of eight demographic groups: user ethnicity (Non-Hispanic White, Hispanic, African American, Asian), gender (women, men) and age (age 21-35, age 36+). This study examined 12 tobacco brand websites representing four tobacco product categories (cigarettes, cigar/cigarillos, smokeless tobacco, and e-cigarettes). From January 2016 to January 2017, participants coded websites for themes, interactive activities, and links to social media sites (n = 874 website visits). Logistic regression was used to analyze observed content by participant ethnicity, age and gender.

Results

All themes, all interactive activities and all links to social media were observed at least once for each demographic category. Male participants were more likely to observe Harm reduction themes, while female participants were more likely to observe Promotion themes. Older participants were more likely to observe website features allowing them to select music, and request coupons. Compared to Non-Hispanic White participants, African American participants were more likely to observe links to social media sites.

Conclusion

Tobacco brand website content varied across ethnic, age and gender groups. These findings suggest that other factors, such as tobacco use behaviors, may influence marketing strategies participants recall or find appealing. The findings from this study can inform future regulatory activities and communication strategies aimed at countering pro-tobacco content online.

SUBMITTER: Escobedo P

PROVIDER: S-EPMC7039770 | biostudies-literature | 2020 Mar

REPOSITORIES: biostudies-literature

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Publications

Do tobacco industry websites target content to specific demographic groups?

Escobedo Patricia P Tsai Kai-Ya KY Majmundar Anuja A Allem Jon-Patrick JP Soto Daniel W DW Pattarroyo Monica M Unger Jennifer B JB Cruz Tess Boley TB

Drug and alcohol dependence 20200117

<h4>Background</h4>Prior research has not examined whether tobacco brand websites vary content based on audience demographics. This study explored whether marketing content on tobacco brand websites varied by user ethnicity, gender or age group.<h4>Methods</h4>Participants (n = 32) were adult smokers, representing equal numbers of eight demographic groups: user ethnicity (Non-Hispanic White, Hispanic, African American, Asian), gender (women, men) and age (age 21-35, age 36+). This study examined ...[more]

PMID: 31991328

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Dataset Information

Do tobacco industry websites target content to specific demographic groups?

Background

Methods

Results

Conclusion

Publications

Do tobacco industry websites target content to specific demographic groups?

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