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Marketing Strategies of Novel Tobacco Products & Tobacco Use: A Literature Review
J Korean Soc Res Nicotine Tob 2024; 15(1): 1-7
Published online March 30, 2024
© 2024 The Korean Society for Research on Nicotine and Tobacco.

Jinyoung Kim1, Susan Park2, Sung-il Cho2,3, Sungkyu Lee1,4*

1Korea Center for Tobacco Control Research and Education, Seoul, 2Institute of Health and Environment, Seoul National University, Seoul, 3Graduate School of Public Health Seoul National University, Seoul, 4Graduate School of Public Health, Yonsei University, Seoul, Korea
Correspondence to: *씠꽦洹
Received March 7, 2024; Revised March 27, 2024; Accepted March 29, 2024.
This is an Open-Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License ( which permits unrestricted non-commercial use, dis-tribution, and reproduction in any medium, provided the original work is properly cited.
The favorable portrayal and aggressive marketing of e-cigarettes can incentivize their use, with social media marketing potentially influencing tobacco consumption among adolescents and young adults. This study aimed to investigate the correlation between marketing communication strategies for novel tobacco products and exposure to tobacco-related content on social media platforms, examining their impact on tobacco initiation and use, through a comprehensive literature review. Literature since 2018 was searched, and four international systematic literature reviews and meta-analyses and five domestic cross-sectional studies were reviewed. The findings indicate that marketing communications for novel tobacco products predominantly emphasize health benefits and smoking cessation. Additionally, e-cigarette promotion strategies through social media highlight factors such as price, taste, product characteristics, and youth appeal. These marketing messages can particularly influence smoking initiation among adolescents and young adults. Notably, exposure to tobacco-related content on social media was associated with higher probabilities of tobacco use initiation and current use compared to non-exposure. Therefore, it is imperative to establish monitoring and surveillance systems to track the promotion and usage of tobacco products, including novel ones, by the public on social media, along with regulatory frameworks for comprehensive control of various communication channels targeting youth.
Keywords : Novel tobacco products; Social media; Marketing communication strategies
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