The Impact of Influencers on Cigar Promotions: A Content Analysis of Large Cigar and Swisher Sweets Videos on TikTok

Jiaxi Wu, Alyssa F. Harlow, Derry Wijaya, Micah Berman, Emelia J. Benjamin, Ziming Xuan, Traci Hong and Jessica L. Fetterman
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Jiaxi Wu: College of Communication, Boston University, Boston, MA 02215, USA
Alyssa F. Harlow: Department of Population and Public Health Sciences, Keck School of Medicine, University of Southern California, Los Angeles, CA 90032, USA
Derry Wijaya: Department of Computer Science, Boston University, Boston, MA 02215, USA
Micah Berman: College of Public Health & Moritz College of Law, The Ohio State University, Columbus, OH 43210, USA
Emelia J. Benjamin: National Heart, Lung, and Blood Institute’s Framingham Heart Study, Framingham, MA 20892, USA
Ziming Xuan: Department of Community Health Sciences, School of Public Health, Boston University, Boston, MA 02118, USA
Traci Hong: College of Communication, Boston University, Boston, MA 02215, USA
Jessica L. Fetterman: Evans Department of Medicine, Whitaker Cardiovascular Institute, School of Medicine, Boston University, Boston, MA 02118, USA

IJERPH, 2022, vol. 19, issue 12, 1-14

Abstract: Little is known about the content, promotions, and individuals in cigar-related videos on TikTok. TikTok videos with large cigar and Swisher Sweets-related hashtags between July 2016 and September 2020 were analyzed. Follower count was used to identify influencers. We compared content characteristics and demographics of featured individuals between cigar types, and by influencer status. We also examined the association between content characteristics and video engagement. Compared to large cigar videos, Swisher Sweets videos were more likely to feature arts and crafts with cigar packages, cannabis use, and flavored products. In addition, Swisher Sweets videos were also more likely to feature females, Black individuals, and younger individuals. Both Swisher Sweets and large cigar influencers posted more videos of cigar purchasing behaviors than non-influencers, which was associated with more video views. None of the videos disclosed sponsorship with #ad or #sponsored. Videos containing the use of cigar packages for arts and crafts, and flavored products highlight the importance of colorful packaging and flavors in the appeal of Swisher Sweets cigars, lending support for plain packaging requirements and the prohibition of flavors in cigar products to decrease the appeal of cigars. The presence and broad reach of cigar promotions on TikTok requires stricter enforcement of anti-tobacco promotion policies.

Keywords: cigars; little cigars; flavored cigars; Swisher Sweets; social media; influencer promotion; TikTok (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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