Publication: CONTENT ANALYSIS OF E-CIGARETTE MANUFACTURER WBESITES AND OF PERCEPTIONS AND EXPERIENCES OF E-CIGARETTE USERS- A MIXED METHODS STUDY FROM MALAYSIA
Date
2023
Authors
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Publisher
International Medical University
Abstract
ntroduction: The objective of this study was to qualitatively describe the content present on e-
cigarette manufacturer and retailer websites in Malaysia and to study the e-cigarette use behaviour,
motivations, information seeking behaviour and experiences of e-cigarette users in Malaysia.
Methodology: This research uses a cross-sectional descriptive study design. 30 e-cigarette
manufacturer and retailer websites were analyzed and coded for regulatory and promotional
themes. 9 online e-cigarette platforms on Reddit, Facebook and Lowyat forum were identified
on which questionnaire was shared with items relating to sociodemographic factors, tobacco-
related factors, information seeking behaviour and side effects experienced. Modified FTND
questionnaire for vaping was used to assess predictors for e-cigarette use behaviour.
Results: The content analysis identified only click through age verification (60%), health
related (47%), smoking cessation (37%) and modernity (37%) related advertising strategies
to be most common, and promotion (37%) and sales (93%) of nicotine products on the
websites. The average FTND score of the respondents was 3.9 and average number of side
effects experienced was 4. Health and smoking cessation related reasons were the most
common for e-cigarette use and multivariable regression analysis revealed dual use, being a
male and use of nicotine e-cigarettes to be significantly associated with increase in FTND
score.
Conclusion: The content analysis revealed regulatory void, youth accessibility, health-
information based advertising, and promotion and sales of nicotine products on the websites.
The study of e-cigarette users found low to moderate e-cigarette dependence among
respondents and the health and smoking cessation related motivations for use to be most
common. The findings revealed current smoking status, sex, and use of nicotine in e-cigarettes
to be significant predictors of e-cigarette dependence. The research findings call for regulation
of online e-cigarette marketplace in Malaysia and further research of harms and benefits of e-
cigarettes.
Keywords: Content Analysis, E-cigarette Websites, E-cigarette Use Behaviour,
Description
Keywords
Tobacco Products, Behavior, Cross-Sectional Studies, Internet