McGonegal, Matthew Edward2020-09-292020-09-292020https://hdl.handle.net/1794/2578177 pagesIn recent years, public attitudes toward electronic cigarettes have undergone a fascinating transformation. What began as an underdeveloped, niche market for adult smokers looking to quit evolved into a hobbyist subculture as vaporizer technologies advanced and marketing appeals diverted from smoking cessation messages. Perceptions of the e-cigarette industry soon transformed again with the emergence of a new competitor: JUUL Labs. Since JUUL’s introduction to the market in 2015, it has grown to dominate the space in both market share and cultural relevance. Although e-cigarette makers have long promoted their products as a smoking cessation method, JUUL’s popularity with underage users has cast doubt over the public health benefits of e-cigarettes. This thesis explores the evolution of the e-cigarette industry’s products, marketing appeals, and audiences, as well as the product and marketing factors contributing to JUUL’s popularity with nicotine-naïve users.en-USMarketingPublic Relationse-cigaretteselectronic cigarettesJuulVapingMarketingPublic HealthThesis/Dissertation