@article {Kostyginatobaccocontrol-2021-057120, author = {Ganna Kostygina and Hy Tran and Lauren Czaplicki and Siobhan N Perks and Donna Vallone and Sherry L Emery and Elizabeth C Hair}, title = {Developing a theoretical marketing framework to analyse JUUL and compatible e-cigarette product promotion on Instagram}, elocation-id = {tobaccocontrol-2021-057120}, year = {2022}, doi = {10.1136/tobaccocontrol-2021-057120}, publisher = {BMJ Publishing Group Ltd}, abstract = {Background E-cigarette promotion on social media coincided with the rapid growth of e-cigarette use among American youth, particularly with the increased JUUL pod vaporiser use. We examined commercial JUUL-related messages on Instagram to identify marketing appeals used to target users along the continuum of e-cigarette use; we mapped the appeals to existing theoretical marketing frameworks to better understand industry strategies.Methods Hashtag-based keyword rules were used to collect JUUL-related posts from the Instagram application programming interface, 1 March{\textendash}13 November 2018. Posts were classified as commercial or non-commercial. A combination of machine learning methods, keyword algorithms and human coding were used to characterise message themes in commercial posts.Results Keyword filters captured 50 817 relevant posts and 41\% were commercial. Among commercial posts, 91\% contained recruitment/trial-based appeals (eg, combustible tobacco cessation; product sampling; giveaways) and 71\% featured reinforcement/addiction-related appeals (eg, loyalty programmes). None of the commercial messages contained e-cigarette cessation-related appeals and less than 25\% mentioned quitting combustible tobacco as a recruitment appeal.Conclusions Instagram posts featuring e-cigarette related marketing can increase exposure to persuasive messages encouraging e-cigarette trial and use particularly among susceptible youth. Stronger regulations are needed to prevent exposure to social media marketing among young social media users.Data may be obtained from a third party and are not publicly available. The data were obtained from NUVI, Inc, a licenced syndicator of the Instagram firehose.}, issn = {0964-4563}, URL = {https://tobaccocontrol.bmj.com/content/early/2022/02/20/tobaccocontrol-2021-057120}, eprint = {https://tobaccocontrol.bmj.com/content/early/2022/02/20/tobaccocontrol-2021-057120.full.pdf}, journal = {Tobacco Control} }