Impact of Flavor on Electronic Cigarette Marketing in Social Media

The electronic cigarette e-cigarette marketing is unregulated on social media currently. Flavor is one of the potent marketing strategies for e-cigarette manufactures and vendors. In this paper, we investigate the flavor-related e-cigarette marketing and online users' response to flavor-related e-cigarette marketing in Facebook. We find that the fruit flavor is most frequently promoted on social media e-cigarette marketing with a share of 33.19i¾?%, followed by nut 17.72i¾?%, candy & sweet 9.28i¾?%, alcohol 7.43i¾?% and menthol 6.75i¾?%. With regard to the users' response to e-cigarette marketing, 85i¾?% of comments on flavor-related content FC happened within 84i¾?h, while it is 243i¾?h for 85i¾?% comments on content unrelated with flavor named as miscellaneous content, MC. Furthermore, the ratio of positive content to negative content in FC RFC is 1.4857; while RMC is 0.8801. According to this work, we conclude that flavor plays an important role for online e-cigarette marketing with the boosting of user interaction and positive emotion.