"It Looks Like an Accessory": Perception of Heated Tobacco Products and its Marketing Communication among Generation Z

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00064165%3A_____%2F23%3A10473441" target="_blank" >RIV/00064165:_____/23:10473441 - isvavai.cz</a>

Nalezeny alternativní kódy

RIV/00216208:11230/23:10473441 RIV/00216208:11110/23:10473441

Výsledek na webu

<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=Z7u3Lk0jqd" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=Z7u3Lk0jqd</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.35198/01-2023-001-0002" target="_blank" >10.35198/01-2023-001-0002</a>

Jazyk výsledku

angličtina

Název v původním jazyce

"It Looks Like an Accessory": Perception of Heated Tobacco Products and its Marketing Communication among Generation Z

Popis výsledku v původním jazyce

BACKGROUND: Heated tobacco products along with electronic cigarettes represent the current trend in nicotine use. These novel products are appealing to teenagers and young adults especially. Generation Z representatives are characterized as native digital and internet users who are exposed to online marketing intensively including tobacco and nicotine products marketing. AIM: The purpose of this study was to explore how Generation Z perceives the promotional techniques of HTP products (IQOS and glo) in the Czech Republic. METHODS: We conducted qualitative research using semi-structured interviews with Generation Z representatives (n = 12) having previous experience with heated tobacco products. Open coding method was used for qualitative data analysis. RESULTS: Our study shows that participants of Generation Z are highly influenced by modern marketing techniques of tobacco industry. According to respondents, fashion and lifestyle events and influencer marketing were the main communication channels associated with heated tobacco promotion. Practical, stylish, innovative, odorless and healthier were the most frequently associated words with heated tobacco products from the respondents&apos; point of view. Most of the respondents use loyalty programs, benefits and discounts. CONCLUSION: Marketing communication of heated tobacco reflects the lifestyle demand of young adults. Perception of this products as innovative, stylish and healthier may contribute to normalization of tobacco and nicotine use. Advertisement, promotion and sponsorship of novel tobacco and nicotine products should be comprehensively banned to prevent their influence on children, adolescents and non-smokers.

Název v anglickém jazyce

"It Looks Like an Accessory": Perception of Heated Tobacco Products and its Marketing Communication among Generation Z

Popis výsledku anglicky

BACKGROUND: Heated tobacco products along with electronic cigarettes represent the current trend in nicotine use. These novel products are appealing to teenagers and young adults especially. Generation Z representatives are characterized as native digital and internet users who are exposed to online marketing intensively including tobacco and nicotine products marketing. AIM: The purpose of this study was to explore how Generation Z perceives the promotional techniques of HTP products (IQOS and glo) in the Czech Republic. METHODS: We conducted qualitative research using semi-structured interviews with Generation Z representatives (n = 12) having previous experience with heated tobacco products. Open coding method was used for qualitative data analysis. RESULTS: Our study shows that participants of Generation Z are highly influenced by modern marketing techniques of tobacco industry. According to respondents, fashion and lifestyle events and influencer marketing were the main communication channels associated with heated tobacco promotion. Practical, stylish, innovative, odorless and healthier were the most frequently associated words with heated tobacco products from the respondents&apos; point of view. Most of the respondents use loyalty programs, benefits and discounts. CONCLUSION: Marketing communication of heated tobacco reflects the lifestyle demand of young adults. Perception of this products as innovative, stylish and healthier may contribute to normalization of tobacco and nicotine use. Advertisement, promotion and sponsorship of novel tobacco and nicotine products should be comprehensively banned to prevent their influence on children, adolescents and non-smokers.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

30312 - Substance abuse

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Adiktologie

ISSN

1213-3841

e-ISSN

2570-8112

Svazek periodika

23

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

8

Strana od-do

137-144

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85172782550