DOCSLIB.ORG

Analysis of Presumed IQOS Influencer Marketing on Instagram in the Czech Republic in 2018–2019

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Analysis of Presumed IQOS Influencer Marketing on Instagram in the Czech Republic in 2018–2019 ADIKTOLOGIE 7 Analysis of Presumed IQOS Influencer Marketing on Instagram in the Czech Republic in 2018–2019 HEJLOVÁ, D.1, SCHNEIDEROVÁ, S.1, KLABÍKOVÁ RÁBOVÁ, T.1, KULHÁNEK, A.2 1 | Charles University, Faculty of Social Sciences, Department of Marketing Citation | Hejlová, D., Schneiderová, S., Klabíková Rábová, T., Kulhánek, A. Communication and Public Relations, Prague, Czech Republic (2019). Analysis of Presumed IQOS Influencer Marketing on Instagram in the 2 | Charles University, First Faculty of Medicine, Department of Addictology, and Czech Republic in 2018–2019. Adiktologie, 19(1), 7–15. General University Hospital, Prague, Czech Republic BACKGROUND: Heated tobacco products (HTP) are internationally in 940 posts (as of May 16, 2019). Our novel electronic devices that produce an aerosol by findings show subtle forms of persuasion that associate heating modified tobacco. In July 2017, Philip Morris the IQOS product with an aspirational, exclusive launched a heated tobacco product, IQOS, on the lifestyle, healthy living, and a relaxed atmosphere Czech market. The release of IQOS was promoted within a community of friends. Preliminary results also by a massive marketing campaign using various show that influencers promoted IQOS to any and all marketing channels. AIM: This paper presents an Instagram users (including children and non-smokers). analysis of the influencers’ posts promoting a heated Covert advertising was indicated indirectly by the tobacco product (HTP), IQOS, produced by Philip use of hashtags (#notriskfree, #onlyforadults, and Morris, in the Czech Republic. METHODS: Critical #iqosambassador), which might be evidence that the discourse analysis (CDA) was used to uncover the influencers were paid indirectly by a digital marketing hidden power relationships in both textual and visual or PR agency. CONCLUSIONS: Czech celebrities and representations of IQOS in Instagram posts. We influencers have been actively presenting IQOS in their analysed the posts of 22 Czech influencers identified posts and videos since 2018 on Instagram. They present with the hashtags #IQOSambassador, #IQOSambasabor, IQOS as a gateway to an aspirational, healthy, attractive #IQOSlounge, #IQOSveVarech, and #mujIQOS, together and celebrity lifestyle. The preliminary results are being with associated pictures and videos on Instagram. published as a part of a larger interdisciplinary research RESULTS: The hashtag #iqosambassador was used project by Charles University, Prague. Keywords | Heated Tobbaco Products – IQOS – Influencer Marketing – Covert Advertising – Critical Discourse Analysis Submitted | 28 May 2019 Accepted | 22 July 2019 Grant affiliation | This research was made possible by internal financial support from the Faculty of Social Sciences, by “Progres” Q18 –Social Sciences: From Multidisciplinarity to Interdisciplinarity, a Charles University research programme, and Progres No. Q06/LF1, an institutional support programme, and from the Centre for Tobacco Use Prevention and Research, funded by the Ministry of Health of the Czech Republic. Corresponding author | Adam Kulhánek, Charles University, First Faculty of Medicine, Department of [email protected] Addictology, and General University Hospital in Prague, Apolinářská 4, 128 00 Prague 2, Czech Republic 8 ADIKTOLOGIE ORIGINAL ARTICLE 1 BACKGROUND is changing the whole traditional model of decision making • used by marketers. Traditional media advertising is playing Tobacco companies have been struggling with a decline in a lesser role, and influencer marketing has become an inte- their consumer base and decreasing social acceptability of gral part of advertising budgets (Vinerean, 2017; Backaler, smoking. For that reason, they are trying to develop new 2018). Influencer marketing not only promotes a certain products, such as heated tobacco products (HTPs), and new product, but also shows a certain lifestyle in which the prod- marketing strategies that will help them to preserve their uct plays a central role. It does so with greater credibility positions on the market, find new customers, and legitimise than traditional media (Lou & Youan, 2019). their core business of marketing tobacco (Bialous & Glantz, 2018; Auer et al., 2017). According to the World Health Or- Using influencers to market tobacco products involves sev- ganisation, tobacco companies are using marketing strate- eral legal and ethical problems: gies that rely on non-traditional marketing and product dis- tribution, including “social marketing techniques involving 1/ Covert Advertising: the advertising of tobacco products is the development of community activators and brand am- banned on Instagram and Facebook (according to the condi- bassadors, who promote HTPs through various channels” tions of use of those social media). However, influencers do (WHO, 2018, p. 18). in fact advertise covertly, which is basically trackable only by recognising and following specific hashtags. The use of Social media play a crucial role nowadays in the life of particular hashtags reveals or states openly that a post is in young people, and influencers are important role models reality paid advertising. for establishing modes of behaviour, including attitudes to 2/ Problematic Targeting: tobacco companies producing smoking, vaping, and using HTPs (Elmore, Scull, & Kuper- HTPs claim that they target only adult smokers and promote schmidt, 2017; Laestadious et al., 2019; Leventhal & Bar- HTPs as “a healthier option for cigarette smokers”. However, rington-Trimis, 2018; McKelvey et al., 2018a; Measham et their targeting does not differentiate between smokers and al., 2016). A study by Karma Kelvey et al. (2018b) proved non-smokers. Although the minimum legal age for the use that consumers can be misled by statements that HTPs are of Instagram in the European Union is now 16 years after less harmful than traditional tobacco delivery systems into the enactment of the new GDPR law, many younger users believing that HTPs are a harmless product. The Czech Re- lie about their age and declare they are 18+ in order to use it. public ranks among the European countries with the highest 3/ Third Party Payments: it is difficult to prove that an influ- prevalence of smoking. 25% of the adult population are to- encer has been paid for advertising or promoting a tobacco bacco smokers (Movsisyan et al., 2016; Váňová, Skývová, product. Payment usually goes through third parties (such & Malý, 2018; WHO, 2017). In the Czech Republic, smoking as digital marketing, PR, or advertising agencies). Moreover, cigarettes (other than the use of HTPs) in restaurants and contracts between influencers and tobacco producers or public spaces was banned in May 2017. Czech law, specifi- their agents usually do not directly state that a financial re- cally the Advertising Regulation Act, no. 40/1995, bans the ward to the influencer is for tobacco advertising, but rather advertising of tobacco products and sponsoring of events, for hosting a show, performing, designing a special pack- with the exceptions of POS (point-of-sale) advertising, ads age, or the like. in retail publications, and advertising during automobile sporting events (Act 40/1995). In July 2017, Philip Morris launched a new heated tobacco product (HTP), IQOS, on the Czech market. However, there The marketing of products by online influencers has grown were virtually no posts or organic content promoting IQOS along with the rise of online social media and the overall to be found on social media, especially Instagram, until the changes in the media and advertising landscape. Duncan end of May 2018, when IQOS first became a sponsor of the Brown and Nick Hayes (2008) defined some of the changes Karlovy Vary International Film Festival (KVIFF) (iDnes, at the turn of the millennium; however, marketing has June 28, 2019). Figure 1 shows the increase in the number evolved rapidly since then. Personal recommendations and of Google searches for IQOS in the Czech Republic, which celebrity endorsements have existed since the early history clearly corresponds with (1) the launch of the product (note of advertising, but social media have enabled the emergence that interest in the product quickly waned) and then with of distant, online “significant others” who have gained enor- (2) the sponsorship and presumed campaign by influenc- mous influence by creating a pseudo-friendly relationship ers during the KVIFF. The green line in Figure 1 indicates with their online followers. (Joshua Meyrowitz predicted searches for KVIFF, and the blue line indicates searches for this as early as 1986). New influencers gain the trust of their IQOS. Both show a corresponding steady increase after the followers by freely displaying their lifestyles on Instagram, peak of the IQOS campaign. Facebook, and other social networks. Their followers adopt them as new role models. Social media influencers capital- The sudden interest in IQOS shown by many celebrities has ise on their symbolic power with their followers by selling been noticed and criticised by some media outlets and so- advertising and making paid endorsements in a similar way cial media influencers for being paid influencer marketing to traditional celebrity endorsement marketing. Howev- (Těšínská, 2018; Kovy, 2018). Philip Morris has never pub- er, they do so with a great deal more “authenticity”, which licly commented or confirmed that it has paid influencers to makes the advertising in which they appear seem more promote IQOS in the Czech Republic. However, in
Load more

Recommended publications
  • EUROCORR 2020 Recent EFC Sponsored Events P.24 Brussels, Belgium 6 - 10 September 2020 Iso 9001, Version 2015
    September 2019 Number 27 FédérationEFC EuropéEnnE dE la CorrosionNewsletter • EuropEan FEdEration oF Corrosion • EuropäisChE FödEration Korrosion Focus on EFC Membership p.12 EUROCORR 2020 Recent EFC sponsored events p.24 bRUssEls, bElgiUm 6 - 10 sEptEmbER 2020 Iso 9001, Version 2015 CORROSION AND EROSION MONITORING ➠ Corrosometer® (ER Probes) ➠ Corrater® (LPR Probes) ➠ Microcor® (High Resolution Systems) ➠ Cosasco® - 2’’ Access Fittings, Coupons And High Pressure Retrieval Tools 4 rue Panhard – BP 13 Lts Lecoq Saint Paul 29 bis rue de l’Atlas 91830 Le Coudray Montceaux Fr 61230 Gacé - Fr BP 2062 44115 Basse Goulaine Tél. : +33(0) 1 64 93 92 30 Tél. : +33(0) 2 33 39 50 82 Port Gentil - GABON Tél. : +33(0) 2 28 21 12 13 Fax : ++33(0) 1 64 93 91 57 Fax : +33(0) 2 33 39 50 81 Tél. : +241 03 15 15 85 Fax : +33(0) 2 28 21 12 22 Email : [email protected] Web : www.insco.fr www.insco.fr A few words from the EFC President Dear colleagues and friends, It is a great pleasure and honour to write to you as President of the EFC, a Arjan Mol 12th EFC President thriving and professional organisation which is making a major international (2019-2020) impact on reducing the economic and societal impact of corrosion. The increasing number and geographical diversity of new organisations joining the EFC demonstrates the global respect and prestige of this organisation. Hence, the EFC aims to grow and expand its technical-scientific leadership in Europe and beyond. For example, the EFC is co-organizing the First international Conference on Corrosion protection and Application iCCpA - EFC China 2019 in Chongqing China during 9-12 October 2019.
    [Show full text]
  • Czechoslovakia and Western Europe in the Long 1970S
    Czechoslovakia and Western Europe in the long 1970s Pavel Szobi (European University Institute) Introduction The aim of this paper is to define the positions of Czechoslovakia towards the cooperation, (more specifically in trade and business) with Western Europe on the example of the relations with the European Economic Community in the 1970s. To define the base of its approach towards foreign trade, cooperation agreements, licences or direct investments, the first part of the paper will define the institutions and elites responsible for the foreign policy in the period of the normalization process. The case study in the second part of the paper will deal with the Czechoslovak economic foreign interests in relation to the EEC. It is not my quest to offer an overall analysis of the ČSSR-EEC relations. At this point, it is rather meant to be a contribution to the recent state of knowledge, based on an extensive research in Czech and Slovak archival materials. Ideology of normalization and the national factor after 1968 Czech historian Jan Rychlík summed up quite aptly the general situation in Czechoslovakia after 1968, „The normalization elite theoretically still based its legitimacy on the grounds of the ‘Victorious February’ in 1948, but in reality it based its power on the effects of the Soviet occupation, and was therefore illegitimate in the public’s understanding. At the same time, the absolute majority of the population considered even in this period the basic socio-economic changes, which had commenced in Czechoslovakia after 1948, to be permanent. Almost nobody really doubted the centrally planned economy or the nationalization of the production means or even considered the possibility of their privatisation.
    [Show full text]
  • From Online Battlefield to Loss of Trust?
    Strategic Communication Programme FROM ONLINE BATTLEFIELD TO LOSS OF TRUST? Perceptions and habits of youth in eight European countries 02 FROM ONLINE BATTLEFIELD TO LOSS OF TRUST? FROM ONLINE BATTLEFIELD TO LOSS OF TRUST? 03 EDITORS CONTENT ⊲ Katarína Klingová Research Fellow GLOBSEC Policy Institute About 04 ⊲ Dominika Hajdu Junior Research Fellow Partners 05 GLOBSEC Policy Institute Introduction 07 GLOBSEC Policy Institute and the US State Key findings 08 Department assume no responsibility for facts or opinions expressed in this publication or their subsequent use. Sole responsibility lies with the Country reports – Western Balkans partners, responsible for collecting the data and delivering the reports to the editors who processed ⊲ Bosnia and Herzegovina 12 the submissions into this report. ⊲ Macedonia 16 Financially supported by the US State Department. ⊲ Montenegro 20 ⊲ Serbia © GLOBSEC 24 GLOBSEC Policy Institute Bratislava, Slovakia Country reports – Visegrad Four ⊲ Czechia 28 October 2018 ⊲ Hungary 32 ⊲ Poland 36 ⊲ Slovakia 40 Focus group participants 44 Usage of social media among participants 46 04 FROM ONLINE BATTLEFIELD TO LOSS OF TRUST? FROM ONLINE BATTLEFIELD TO LOSS OF TRUST? 05 ABOUT PARTNERS This publication was compiled as a part of the project “Countering disinformation in the V4 and the Balkan ALFA Centar region: Mapping needs, building capacity, and generating civic activism” that aims to: ALPHA Centre Montenegro 1. increase communication and outreach capacities of civil society organisations that focus on countering disinformation, supporting media literacy or increasing public awareness on crucial topics leading to a more active civil society; Asociace pro mezinárodní otázky 2. increase media literacy and/or awareness of disinformation among the youth in the region through Association for International Affairs empowerment of civil society organisations and active involvement of young people by entertaining Czechia and engaging online communication activities.
    [Show full text]
  • ACLA 2017 | Utrecht University
    Annual Meeting of the American Comparative Literature Association ACLA 2017 | Utrecht University TABLE OF CONTENTS Welcome and Acknowledgments ...............................................................................................4 Welcome from Utrecht Mayor’s Office .....................................................................................6 General Information ................................................................................................................... 7 Conference Schedule ................................................................................................................. 14 Biographies of Keynote Speakers ............................................................................................ 18 Film Screening, Video Installation and VR Poetry ............................................................... 19 Pre-Conference Workshops ...................................................................................................... 21 Stream Listings ..........................................................................................................................26 Seminars in Detail (Stream A, B, C, and Split Stream) ........................................................42 Index......................................................................................................................................... 228 CFP ACLA 2018 Announcement ...........................................................................................253 Maps of Utrecht .......................................................................................................................254
    [Show full text]
  • FROM ONLINE BATTLEFIELD to LOSS of TRUST? Perceptions and Habits of Youth in Eight European Countries 02 from ONLINE BATTLEFIELD to LOSS of TRUST?
    Strategic Communication Programme FROM ONLINE BATTLEFIELD TO LOSS OF TRUST? Perceptions and habits of youth in eight European countries 02 FROM ONLINE BATTLEFIELD TO LOSS OF TRUST? EDITORS ⊲ Katarína Klingová Research Fellow GLOBSEC Policy Institute ⊲ Dominika Hajdu Junior Research Fellow GLOBSEC Policy Institute GLOBSEC Policy Institute and the US State Department assume no responsibility for facts or opinions expressed in this publication or their subsequent use. Sole responsibility lies with the partners, responsible for collecting the data and delivering the reports to the editors who processed the submissions into this report. Financially supported by the US State Department. © GLOBSEC GLOBSEC Policy Institute Bratislava, Slovakia October 2018 FROM ONLINE BATTLEFIELD TO LOSS OF TRUST? 03 CONTENT About 04 Partners 05 Introduction 07 Key fi ndings 08 Country reports – Western Balkans ⊲ Bosnia and Herzegovina 12 ⊲ Macedonia 16 ⊲ Montenegro 20 ⊲ Serbia 24 Country reports – Visegrad Four ⊲ Czechia 28 ⊲ Hungary 32 ⊲ Poland 36 ⊲ Slovakia 40 Focus group participants 44 Usage of social media among participants 46 04 FROM ONLINE BATTLEFIELD TO LOSS OF TRUST? ABOUT This publication was compiled as a part of the project “Countering disinformation in the V4 and the Balkan region: Mapping needs, building capacity, and generating civic activism” that aims to: 1. increase communication and outreach capacities of civil society organisations that focus on countering disinformation, supporting media literacy or increasing public awareness on crucial topics leading to a more active civil society; 2. increase media literacy and/or awareness of disinformation among the youth in the region through empowerment of civil society organisations and active involvement of young people by entertaining and engaging online communication activities.
    [Show full text]
  • What Did 2019 Bring? People in Need – Annual Report
    What did 2019 bring? People in Need – Annual Report Contents Introductory remarks from our CEO International Activities in 2019 1 emergency response and development What did introduction / country programme employees aid beneficiaries volume of aid relief work and reconstruction resilience and nutrition security 2019 bring? social inclusion and protection education and skills sustainable livelihoods and environment People in Need – Annual Report good governance 2 human rights introduction / advocacy activities our activities in 2019 direct aid for the persecuted support for civil society advocacy activities in support of human rights Activities in the Czech Republic in 2019 3 education and awareness introductions / One World Film Festival our support for schools and teachers Varianty migration One World in Schools One World 4 social work and counselling introduction / who we are who we are working with local self-government support for children support for families 5 our donors introduction / our donors our donors thank you organizational structure 6 financial report What did 2019 bring? Contents People in Need – Annual Report Contents Introductory remarks from our CEO International Activities in 2019 1 emergency response and development introduction / country programme employees aid beneficiaries volume of aid relief work and reconstruction resilience and nutrition security social inclusion and protection education and skills International Activities in the sustainable livelihoods and environment activities Czech Republic good governance
    [Show full text]
  • European Socialist Regimes' Fateful Engagement
    European Socialist Regimes’ Fateful Engagement with the West This edited volume analyses European socialist countries’ strategy of engagement with the West and the European Economic Community in the “long 1970s”. The book focuses on a time when the socialist regimes of Central and Eastern Europe banked their hopes for prosperity and stability on enhanced relations with the West. Crossing the traditional differences among diverse fields of historiography, it assesses the complex influence of European and global processes of transformation on the socialist elites’ reading of the international political and economic environment and their consequent decision-making. The volume also explores the debate in each country among and within the elites involved in policymaking as they elaborated this strategic view and coped with shortcomings and unexpected turns. A comparative analysis of national cases shows a shared logic and common patterns, together with national variations and a plurality of views on the desirability of exchanges with their capitalist neighbours and on the ways to promote them. The multinational coverage of seven countries makes this volume a starting point for anyone interested in each socialist state’s foreign policy, intra-bloc relations, economic strategy, transformation and collapse, relations with the European Community and access to the EU. This book will be of much interest to students and researchers of Cold War studies, European history, and international relations. Angela Romano is Lecturer of International Political Economy, University of Glasgow, UK. Federico Romero is Professor of Post-War European Cooperation and Integration, and Dean of Research at the European University Institute, Italy. Cold War History Series Editors: Odd Arne Westad John F.
    [Show full text]
  • Brno University of Technology Faculty of Chemistry Institue of Food Science and Biotechnology
    BRNO UNIVERSITY OF TECHNOLOGY Faculty of Chemistry VRIJE UNIVERSITEIT BRUSSEL Faculty of Sciences and Bioengineering Sciences DOCTORAL THESIS 2020 Ing. Marek Reichstädter BRNO UNIVERSITY OF TECHNOLOGY FACULTY OF CHEMISTRY INSTITUE OF FOOD SCIENCE AND BIOTECHNOLOGY VRIJE UNIVERSITEIT BRUSSEL FACULTY OF SCIENCES AND BIOENGINEERING SCIENCES ANALYTICAL, ENVIRONMENTAL AND GEO- CHEMISTRY APPLICATION OF DIFFUSIVE GRADIENTS IN THIN FILMS TECHNIQUE IN FOOD- AND ENVIRONMENTAL ANALYSIS VYUŽITÍ TECHNIKY DIFÚZNÍHO GRADIENTU V TENKÉM FILMU V ANALÝZE POTRAVIN A V ENVIRONMENTALNÍ ANALÝZE DOCTORAL THESIS DISERTAČNÍ PRÁCE AUTHOR Ing. Marek Reichstädter AUTOR PRÁCE SUPERVISORS doc. Ing Pavel Diviš, Ph.D. ŠKOLITELÉ Prof. Dr. Yue Gao BRNO 2020 Doctoral Thesis Assignment Number of thesis: FCH-DIZ0193/2019 Academic year: 2019/20 Institute: Institute of Food Science and Biotechnology Student: Ing. Marek Reichstädter Study programme: Chemistry and Technology of Foodstuffs Study field: Food Science Head of thesis: doc. Ing. Pavel Diviš, Ph.D. Title of Doctoral Thesis: Application of diffusive gradients in thin films technique in food and environmental analysis Doctoral Thesis assignment: 1) Laboratory preparation of sorbent containing immobilized cysteine 2) Validation of DGT technique with binding gel containing laboratory prepared sorbent for determination of mercury event. other elements in the aqueous medium in conjunction with spectroscopic / spectrometric methods 3) Validation of DGT technique with binding gel containing Purolite S924 for determination of mercury event. other elements in the aqueous medium in conjunction with spectroscopic / spectrometric methods 4) Validation of new types of DGT for the determination of selected metals in liquid flavorings in conjunction with spectroscopic / spectrometric methods 5) Analysis of real samples using new types of DGT and spectroscopic / spectrometric methods 6) Publication of achieved results in journals wit impact factor Deadline for Doctoral Thesis delivery: 7.
    [Show full text]
  • Glucosidase Bp Base Pair
    Charles University in Prague Faculty of Science Department of Genetics and Microbiology Microbiology Mgr. Tomáš Větrovský Combination of biochemical and high-throughput-sequencing approaches to study the role of Actinobacteria and fungi in the decomposition of plant biomass Studium úlohy Aktinobakterií a hub účastnících se degradace rostlinné biomasy kombinací biochemických a moderních sekvenačních metod Ph.D. Thesis Supervisor: RNDr. Petr Baldrian, Ph.D. Institute of Microbiology of the Czech Academy of Sciences Prague, 2015 Declaration: I declare that I wrote this work on my own and all sources and literature are properly cited. I also declare, that this work or its major part was not previously used for obtaining of the same or any other academic degree. Prague, 23.11.2015 Tomáš Větrovský Table of contents Acknowledgements 7 Abstract 8 Abstrakt 10 List of Abbreviations 13 1. Introduction 14 2. Scientific background 17 2.1. Dead plant biomass composition 17 2.2. Mechanisms of lignocellulose degradation 19 2.3. Actinobacteria as lignocellulose degraders 22 2.4. Fungal and bacterial communities in soils 24 2.5. The use of ribosomal genes for fungal and bacterial community analyses 26 2.6. Next generation sequencing data processing and analysis 29 3. List of Publications 35 4. Methods 45 5. Results and discussion 46 6. Conclusion 63 7. References 65 Acknowledgements First I would like to acknowledge my supervisor RNDr. Petr Baldrian, Ph.D. for his great help and friendly attitude over the period of my project and for the opportunity to obtain valuable skills in various areas of my research. Further, I would like to thank all my colleagues and friends from the Institute of Microbiology for their advice, assistance and collaboration.
    [Show full text]