Can I Rip Your Juul? The Evolution of the Electronic Cigarette Industry, its Products, and Marketing Appeals
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Date
2020
Authors
McGonegal, Matthew Edward
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
In 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.
Description
77 pages
Keywords
Marketing, Public Relations, e-cigarettes, electronic cigarettes, Juul, Vaping, Marketing, Public Health