skip to main content
Language:
Search Limited to: Search Limited to: Resource type Show Results with: Show Results with: Search type Index

Vaping versus JUULing: how the extraordinary growth and marketing of JUUL transformed the US retail e-cigarette market

Tobacco control, 2019-03, Vol.28 (2), p.146-151 [Peer Reviewed Journal]

Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2019. All rights reserved. No commercial use is permitted unless otherwise expressly granted. ;2019 Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2019. All rights reserved. No commercial use is permitted unless otherwise expressly granted.This is an open access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited and the use is non-commercial. See:http://creativecommons.org/licenses/by-nc/4.0 ;Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2019. All rights reserved. No commercial use is permitted unless otherwise expressly granted. 2019 ;ISSN: 0964-4563 ;EISSN: 1468-3318 ;DOI: 10.1136/tobaccocontrol-2018-054382 ;PMID: 29853561

Full text available

Citations Cited by
  • Title:
    Vaping versus JUULing: how the extraordinary growth and marketing of JUUL transformed the US retail e-cigarette market
  • Author: Huang, Jidong ; Duan, Zongshuan ; Kwok, Julian ; Binns, Steven ; Vera, Lisa E ; Kim, Yoonsang ; Szczypka, Glen ; Emery, Sherry L
  • Subjects: Adults ; Advertising ; Cigarette industry ; Customer feedback ; Data buses ; Digital media ; Electronic cigarettes ; Expenditures ; Manufacturing ; Marketing ; Markets ; Nicotine ; Pediatrics ; Polls & surveys ; Popularity ; Product reviews ; Public health ; Research Paper ; Retail sales ; Retail stores ; Smoking ; Social networks ; Television advertising ; Tobacco ; Trends ; Vaping ; Young adults ; Youth
  • Is Part Of: Tobacco control, 2019-03, Vol.28 (2), p.146-151
  • Description: BackgroundWhile national surveys showed declines in e-cigarette use in the USA between 2015 and 2016, recent reports indicate that JUUL, a sleekly designed e-cigarette that looks like a USB drive, is increasingly being used by youth and young adults. However, the extent of JUUL’s growth and its marketing strategy have not been systematically examined.MethodsA variety of data sources were used to examine JUUL retail sales in the USA and its marketing and promotion. Retail store scanner data were used to capture the retail sales of JUUL and other major e-cigarette brands for the period 2011–2017. A list of JUUL-related keywords was used to identify JUUL-related tweets on Twitter; to identify JUUL-related posts, hashtags and accounts on Instagram and to identify JUUL-related videos on YouTube.ResultsIn the short 3-year period 2015–2017, JUUL has transformed from a little-known brand with minimum sales into the largest retail e-cigarette brand in the USA, lifting sales of the entire e-cigarette category. Its US$150 million retail sales in the last quarter of 2017 accounted for about 40% of e-cigarette retail market share. While marketing expenditures for JUUL were moderate, the sales growth of JUUL was accompanied by a variety of innovative, engaging and wide-reaching campaigns on Twitter, Instagram and YouTube, conducted by JUUL and its affiliated marketers.ConclusionsThe discrepancies between e-cigarette sales data and the prevalence of e-cigarette use from surveys highlight the challenges in tracking and understanding the use of new and emerging tobacco products. In a rapidly changing media environment, where successful and influential marketing campaigns can be conducted on social media at little cost, marketing expenditures alone may not fully capture the influence, reach and engagement of tobacco marketing.
  • Publisher: England: BMJ Publishing Group LTD
  • Language: English
  • Identifier: ISSN: 0964-4563
    EISSN: 1468-3318
    DOI: 10.1136/tobaccocontrol-2018-054382
    PMID: 29853561
  • Source: BMJ Open Access Journals
    Alma/SFX Local Collection
    ProQuest Central
Back to results list
INSPIRE LIBRARY - TON DUC THANG UNIVERSITY (84-028) 37 755 057 Feedback
19 Nguyen Huu Tho St. Dist.7, HCM thuvien@tdtu.edu.vn

Copyright © 2017 INSPIRE LIBRARY - TON DUC THANG UNIVERSITY

Searching Remote Databases, Please Wait