• The Research Journal of the Costume Culture
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• v.17 no.5
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• pp.791-806
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• 2009

Internet brand community's message makes significant contributions for fashion industry. Therefore, if we understand and implement the characteristics of the message on the Internet brand's community, it can be useful for future marketing strategy. This study was to classified the internet community and to examine messages with regard to direction, write motive and prior knowledge. The messages were taken from February, 20th, to August, 7th in 2008. Content analysis method was used for this study. The results were as follows: First, Fashion brand community divided into user initiative type and enterprise establishing type. Second, User initiative type had positive direction message more than enterprise establishing type had. Third, User initiative type had large volumes of information searching or sharing related message, but enterprise establishing type had large quantities of personal experience related message about write motive. Fourth, There was no difference numerical prior knowledge between user initiative type and enterprise establishing type, and then both had a high rate of prior knowledge.

• Asian Pacific Journal of Cancer Prevention
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• v.14 no.5
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• pp.3299-3304
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• 2013

Background: The Global Adult Tobacco Survey has 15 key indicators, cigarettes smoked per day (CPD) among daily smokers being one of them. The first wave of GATS in 14 countries indicated that mean CPD use is higher in women than men in India only, which is contrary to the current understanding of tobacco use globally. This study was undertaken to understand the unusual findings for mean CPD use in the GATS-India survey. Materials and Methods: Items B06a and B06b of the GATS India survey questionnaire that collected information on daily consumption of manufactured and rolled cigarettes were analyzed using SPSS software. Exclusive users were identified from these items after excluding the concurrent users of other tobacco products. Cigarette type, exclusive use and gender stratified analyses were made. Consumption of different types of cigarettes among the mixed users of manufactured and rolled cigarettes were correlated. Results: Higher mean number of CPD use among male daily-smokers was observed than their female counterparts in product specific analysis. Mean CPD as per GATS cigarette definition was higher in males than females for exclusive users but a reverse trend was observed in case of non-exclusive users. Use of manufactured cigarettes increased with increase in use of rolled cigarette among the mixed users and around half of these users reported equal CPD frequency for the both types of cigarettes. Conclusions: The anomaly in mean CPD estimate in GATS-India data was due to inclusion of two heterogeneous products to define cigarettes, variation in cigarette product specific user proportions contributing to the average and non-exclusive concurrent use of other tobacco products. The consumption pattern of cigarettes among the mixed users highlights bias in CPD reporting. Definition, analysis and interpretation of 'cigarettes per day' in the GATS India survey need to be improved by redefining cigarettes and making product specific analyses.