Electronic Cigarette Product, Price, Promotion and Advertising Situation Study in Social Media Network

Authors

  • Sirach Lapyai Faculty of Public Health, Mahidol University

Keywords:

e-cigarette, social media network, advertising, promotion

Abstract

 This article aimed to investigate electronic cigarette products in five areas: 1) product situation 2) pricing situation 3) promotion situation 4) sales channels situation and 5) advertising and communication. This study used a qualitative approach and online survey. Result found 10 types of electronic cigarette products, disposable e-cigarette was the most popular one. Price situation showed decreased prices, focusing on offering good value for money. In terms of sales channels situation, 300 online stores were discovered in 2022 across six major platforms, with an increase to 459 stores in 2023. These platforms included website (23%), Line Shopping (21%), YouTube (20%), Facebook (15%). Twitter (12%) and Instagram (9%). The Line platform was mostly employed among sellers due to its private nature, allowing sellers to avoid legal scrutiny. The study found 22 advertising techniques, sellers used product photos with short messages to advertise on TikTok, Instagram, and Facebook. Demonstration of the product (such as smoking or using e-cigarette) was featured on YouTube and TikTok while YouTubers and reviewers had a significant role in influencing followers and spreading information. Live streaming proved to be the most effective method of engaging viewers. The study concluded that self-regulation by social media platforms was ineffective, since sellers used social media platforms to avoid regulations and laws.

References

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Published

2025-01-09

How to Cite

Lapyai, S. (2025). Electronic Cigarette Product, Price, Promotion and Advertising Situation Study in Social Media Network. Public Health Policy and Laws Journal, 11(1), 147–157. retrieved from https://so05.tci-thaijo.org/index.php/journal_law/article/view/276944

Issue

Vol. 11 No. 1 (2025): January-April

Section

Original Article

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