Format

Send to

Choose Destination
Tob Control. 2019 May 30. pii: tobaccocontrol-2019-055006. doi: 10.1136/tobaccocontrol-2019-055006. [Epub ahead of print]

Characterising KandyPens-related posts to Instagram: implications for nicotine and cannabis use.

Author information

1
Department of Preventive Medicine, Keck School of Medicine of the University of Southern California, Los Angeles, California, USA.
2
Department of Preventive Medicine, Keck School of Medicine of the University of Southern California, Los Angeles, California, USA allem@usc.edu.

Abstract

BACKGROUND:

This study analysed posts to Instagram related to KandyPens, an open-system pod mod e-cigarette company, marketing its products as aromatherapy devices. The objective was to determine themes, corresponding user profiles and references to types of e-liquid solutions used with KandyPens.

METHODS:

Data consisted of publicly available posts to Instagram with the hashtag '#kandypens' collected from 8 June to 8 August 2018 (n=1775). Identified themes included: product appearance (eg, highlighting design features including colour of device), user experience (eg, vape tricks), f lavours (eg, strawberry) and promotions (eg, $10 off). The type of e-liquid solutions (nicotine, aromatherapy and cannabis) used with KandyPens were also recorded. Instagram profiles were categorised into: vaping enthusiast/advocates, influencers, KandyPens' official Instagram account, vape vendors and average Instagram users.

RESULTS:

User experience (28.90%) and product appearance (21.80%) were predominant themes followed by promotions (10.08%), and f lavours (1.01%). About 32.43 % of posts referenced cannabis-related solutions, 2.98 % of the posts mentioned nicotine-related solutions and 0.11 % of the posts mentioned aromatherapy. Average Instagram users (24.89%) posted the majority of posts followed by vape vendors (20.72%), KandyPens' official account (17.96%), vaping enthusiasts/advocates (10.75%) and influencers (0.45%).

CONCLUSION:

KandyPens markets its products as aromatherapy devices; however, Instagram posts related to these products rarely mentioned their purported purpose. Future research should consider product design, user experience and the co-use of nicotine and cannabis with KandyPens to assess implications related to product appeal and abuse liability.

KEYWORDS:

advertising and promotion; co-substance use; electronic nicotine delivery devices; nicotine

Conflict of interest statement

Competing interests: None declared.

Supplemental Content

Loading ...
Support Center