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Characterizing #Backwoods on Instagram: “The Number One Selling All Natural Cigar”

Author

Listed:
  • Sabrina L. Smiley

    (Department of Preventive Medicine, Keck School of Medicine, University of Southern California, Los Angeles, CA 90032-3628, USA)

  • Stephanie Kim

    (Department of Preventive Medicine, Keck School of Medicine, University of Southern California, Los Angeles, CA 90032-3628, USA)

  • Alia Mourali

    (Department of Preventive Medicine, Keck School of Medicine, University of Southern California, Los Angeles, CA 90032-3628, USA)

  • Jon-Patrick Allem

    (Department of Preventive Medicine, Keck School of Medicine, University of Southern California, Los Angeles, CA 90032-3628, USA)

  • Jennifer B. Unger

    (Department of Preventive Medicine, Keck School of Medicine, University of Southern California, Los Angeles, CA 90032-3628, USA)

  • Tess Boley Cruz

    (Department of Preventive Medicine, Keck School of Medicine, University of Southern California, Los Angeles, CA 90032-3628, USA)

Abstract

We sought to assess the proportion of Backwoods (Imperial Tobacco Group Brands LLC) cigar-related posts to Instagram that may contain misleading claims, nature-evoking imagery, and appealing flavors. Inclusion criteria for this study included an Instagram post with the hashtag “#backwoods” from 30 August to 12 September 2018. Rules were established to content analyze (n = 1206) posts. Categories included misleading packaging (i.e., the post contained an image of a Backwoods product with the descriptor “natural” on the packaging), misleading promo (i.e., the corresponding caption to the post contained hashtag(s) like “#natural”, “#authentic”, “#alwaystrue”), nature - evoking imagery (i.e., the post contained images of grass, water, and pastural views along with a Backwoods product), flavors (i.e., the post contained a Backwoods product with brand-specific flavors on the packaging), flavor promo (i.e., the corresponding caption to the post contained hashtag(s) of Backwoods’ brand-specific flavors), marijuana - related (i.e., the post contained an image of marijuana next to a Backwoods pack, rolled cigars visibly contained marijuana, or hollowed-out cigars next to marijuana), smoking (the post contained an image of smoke or a lit cigar), brand - specific promo (i.e., the post contained an image of a Backwoods t-shirt, sweatshirt, hat, etc.), and perceived gender. Among the posts analyzed, 645 (53.5%) were marijuana - related , 564 (46.8%) were flavors , 463 (38.4%) were misleading packaging , 335 (27.8%) were flavor promo , 309 (25.6%) were misleading promo , 188 (15.6%) were nature - evoking imagery, 165 (13.7%) were smoking , 157 (13.0%) were brand - specific promo , and 239 (19.8%) were perceived male gender . Backwoods cigar-related posts to Instagram often contained misleading images and promotions of a “natural” tobacco product, images of marijuana use (in the form of blunt-making), brand-specific flavors, smoking, and promotional merchandise. Misleading images and the depictions of marijuana use in addition to the variety of flavor options may increase product appeal to consumers. These results underscore the need for comprehensive regulation of cigar products similar to cigarettes.

Suggested Citation

  • Sabrina L. Smiley & Stephanie Kim & Alia Mourali & Jon-Patrick Allem & Jennifer B. Unger & Tess Boley Cruz, 2020. "Characterizing #Backwoods on Instagram: “The Number One Selling All Natural Cigar”," IJERPH, MDPI, vol. 17(12), pages 1-8, June.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:12:p:4584-:d:376418
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    References listed on IDEAS

    as
    1. Epperson, A.E. & Henriksen, L. & Prochaska, J.J., 2017. "Natural American spirit brand marketing casts health halo around smoking," American Journal of Public Health, American Public Health Association, vol. 107(5), pages 668-670.
    2. Cantrell, J. & Kreslake, J.M. & Ganz, O. & Pearson, J.L. & Vallone, D. & Anesetti-Rothermel, A. & Xiao, H. & Kirchner, T.R., 2013. "Marketing little cigars and cigarillos: Advertising, price, and associations with neighborhood demographics," American Journal of Public Health, American Public Health Association, vol. 103(10), pages 1902-1909.
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    Cited by:

    1. Joshua O. Barker & Julia Vassey & Julia C. Chen-Sankey & Jon-Patrick Allem & Tess Boley Cruz & Jennifer B. Unger, 2021. "Categorizing IQOS-Related Twitter Discussions," IJERPH, MDPI, vol. 18(9), pages 1-10, April.

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    Keywords

    cigar; Instagram; natural; misleading;
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