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http://dx.doi.org/10.5392/JKCA.2019.19.12.389

Content Analysis of YouTube Vidoes Regarding Heated Tobacco Products: Focus on Product and Health Harm Information, and Creator Characteristics  

Choi, Youjin (동국대학교 광고홍보학과)
Publication Information
The Journal of the Korea Contents Association / v.19, no.12, 2019 , pp. 389-397 More about this Journal
Abstract
As the usage of e-cigarettes and its effects on health harms receive attentions, the debate over regulating e-cigarette industry's' social media marketing has been heated. While the industry has aggressively employed social media marketing such as YouTube, little research has examined what kinds of e-cigarette information is delivered to Korean viewers through YouTube. This study investigated the presence of product-related information and health harm information in the videos, and the characteristics of YouTube creators. The proportion of female creators was smaller than male creators, but more than female smoking rates. The results showed that product-related information such as taste, design and convenience was mentioned more than half the videos, but health ham was mentioned less. Videos which mentioned convenience and design tended to not mention health harm. These results could be used to support the current regulation approach over e-cigarette YouTube marketing.
Keywords
Heated Tobacco; YouTube Videos; Tobacco Marketing;
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Times Cited By KSCI : 1  (Citation Analysis)
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