“Don’t Even Smoke But I’ll Buy That” Twitch as a New Venue for E-Cigarette Promotion
ObjectivesThis study examines the covert promotion of e-cigarettes, specifically Juul, on the video live-streaming platform Twitch, focusing on the content and platform-specific dynamics that may influence its effectiveness.MethodsThis qualitative case study of a non-gaming Twitch stream included da...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2025-01-01
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| Series: | International Journal of Public Health |
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| Online Access: | https://www.ssph-journal.org/articles/10.3389/ijph.2024.1607881/full |
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| author | Hüseyin Küçükali Hüseyin Küçükali |
| author_facet | Hüseyin Küçükali Hüseyin Küçükali |
| author_sort | Hüseyin Küçükali |
| collection | DOAJ |
| description | ObjectivesThis study examines the covert promotion of e-cigarettes, specifically Juul, on the video live-streaming platform Twitch, focusing on the content and platform-specific dynamics that may influence its effectiveness.MethodsThis qualitative case study of a non-gaming Twitch stream included data from influencer conversations, viewer comments and visual elements. Thematic analysis, coding, and categorisation were conducted using ATLAS.ti.ResultsThe livestream, which attracted over ten thousand viewers, featured three friends vaping and discussing their personal experiences with Juul. Themes included curiosity, device sharing, and smoking cessation benefits. The stream fostered a casual, engaging atmosphere, with viewers interacting extensively with the influencers and also other viewers. Despite suspicions of industry sponsorship, viewers reacted positively and even joked about the sponsorship. Several viewers, including those who claimed not to smoke, expressed interest in Juul.ConclusionThe study highlights concerns about the promotion of harmful commodities on Twitch, where strong community engagement, monetary incentives, and a lack of specific content policies create a conducive environment for such practices. This underscores the need for greater scrutiny and regulation of e-cigarette promotions on the platform. |
| format | Article |
| id | doaj-art-bda1046532bd45ebbb32494acf56769a |
| institution | Kabale University |
| issn | 1661-8564 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | International Journal of Public Health |
| spelling | doaj-art-bda1046532bd45ebbb32494acf56769a2025-01-28T10:18:47ZengFrontiers Media S.A.International Journal of Public Health1661-85642025-01-016910.3389/ijph.2024.16078811607881“Don’t Even Smoke But I’ll Buy That” Twitch as a New Venue for E-Cigarette PromotionHüseyin Küçükali0Hüseyin Küçükali1Centre for Public Health, Queen’s University Belfast, Belfast, United KingdomResearch Center for Healthcare Systems and Policies, Istanbul Medipol University, Istanbul, TürkiyeObjectivesThis study examines the covert promotion of e-cigarettes, specifically Juul, on the video live-streaming platform Twitch, focusing on the content and platform-specific dynamics that may influence its effectiveness.MethodsThis qualitative case study of a non-gaming Twitch stream included data from influencer conversations, viewer comments and visual elements. Thematic analysis, coding, and categorisation were conducted using ATLAS.ti.ResultsThe livestream, which attracted over ten thousand viewers, featured three friends vaping and discussing their personal experiences with Juul. Themes included curiosity, device sharing, and smoking cessation benefits. The stream fostered a casual, engaging atmosphere, with viewers interacting extensively with the influencers and also other viewers. Despite suspicions of industry sponsorship, viewers reacted positively and even joked about the sponsorship. Several viewers, including those who claimed not to smoke, expressed interest in Juul.ConclusionThe study highlights concerns about the promotion of harmful commodities on Twitch, where strong community engagement, monetary incentives, and a lack of specific content policies create a conducive environment for such practices. This underscores the need for greater scrutiny and regulation of e-cigarette promotions on the platform.https://www.ssph-journal.org/articles/10.3389/ijph.2024.1607881/fulltobaccovapingelectronic cigarettessocial mediainfluencercommercial determinants of health |
| spellingShingle | Hüseyin Küçükali Hüseyin Küçükali “Don’t Even Smoke But I’ll Buy That” Twitch as a New Venue for E-Cigarette Promotion International Journal of Public Health tobacco vaping electronic cigarettes social media influencer commercial determinants of health |
| title | “Don’t Even Smoke But I’ll Buy That” Twitch as a New Venue for E-Cigarette Promotion |
| title_full | “Don’t Even Smoke But I’ll Buy That” Twitch as a New Venue for E-Cigarette Promotion |
| title_fullStr | “Don’t Even Smoke But I’ll Buy That” Twitch as a New Venue for E-Cigarette Promotion |
| title_full_unstemmed | “Don’t Even Smoke But I’ll Buy That” Twitch as a New Venue for E-Cigarette Promotion |
| title_short | “Don’t Even Smoke But I’ll Buy That” Twitch as a New Venue for E-Cigarette Promotion |
| title_sort | don t even smoke but i ll buy that twitch as a new venue for e cigarette promotion |
| topic | tobacco vaping electronic cigarettes social media influencer commercial determinants of health |
| url | https://www.ssph-journal.org/articles/10.3389/ijph.2024.1607881/full |
| work_keys_str_mv | AT huseyinkucukali dontevensmokebutillbuythattwitchasanewvenueforecigarettepromotion AT huseyinkucukali dontevensmokebutillbuythattwitchasanewvenueforecigarettepromotion |