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.
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