Ganna Kostygina
Biographic Data
| ID | 4266489 |
|---|---|
| NAME | Ganna Kostygina |
| GIVEN NAMES | Ganna |
| FAMILY NAME | Kostygina |
| SIGNATURE | KOSTYGINA G |
| AFFILIATIONS | University of Chicago |
| ORCID | 0000-0002-8416-6168 |
| VERIFIED | Yes |
| TOTAL WORKS | 28 |
| TOTAL CITATIONS | 18 |
| AUTHOR COUNT | 28 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2014 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 2 |
The role of social media influencer promotion in initiation and use of cigar, little cigar, cigarillo, and cannabis products among US youth and young adults: Using exogenous marketing exposure measure…
Promotion of Health-Harming Products on Instagram: Characterizing Strategies Boosting Audience Engagement with Cigar Marketing Messages
Social media promotion of harmful products (e.g., combustible tobacco) poses a public health threat. However, strategies that amplify exposure to and engagement with such content remain understudied. This study aims to characterize strategies boosting cigar, little cigar, and cigarillo (CLCC) marketing visibility, referrals, and engagement on Instagram. Using keyword rules, we collected publicly available CLCC-related Instagram posts from CrowdTa…
Copromotion across commercial determinants of health: Content analysis of smokeless tobacco social media messages referencing alcohol, 2016–2021
Our analysis of ATST content on X/Twitter revealed the evidence of strategic comarketing of smokeless and alcohol products, specifically coordinated activities leveraging cultural narratives to normalise substance use. Social media's unregulated space facilitates cross-substance promotion, linking smokeless tobacco with alcohol through strategic product placement and lifestyle associations. These findings highlight the need for new prevention and…
Political appeals in tobacco marketing: Tucker Carlson unveils Alp nicotine pouch brand on X
Youth and Young Adult Blunt Use Predicts Progression to Other Nicotine Product Use in the United States
Background Little cigars or cigarillos (LCCs) are frequently modified to smoke cannabis (“blunts”) by youth and young adults. This study investigated whether young blunt users who are otherwise nicotine-naïve are more likely to initiate other tobacco products compared to never blunt users.Methods and Materials Data were from four waves of the Truth Longitudinal Cohort (TLC), a national probability-based sample of youth and young adults (aged 15-2…
Analysis of cigar marketing expenditures by product category, placement strategy and geolocation in the USA, from 2017 to 2022
Advertising expenditures for little/filtered cigars declined following the April 2021 Food and Drug Administration (FDA) announcement of forthcoming flavoured cigar sale restrictions. As the FDA considers prohibiting flavoured cigars, it is essential to monitor CLCC marketing expenditures to inform policy design, promotion and implementation efforts. Surveillance of new digital marketing channels is critical as they can readily reach minoritised …
O-Zyn-Pic’ and ‘Zyncoin’: How viral marketing, tokenisation and trendjacking boosted Zyn popularity in the USA
Deciphering Influence on Social Media: A Comparative Analysis of Influential Account Detection Metrics in the Context of Tobacco Promotion
Influencer marketing spending in the United States was expected to surpass $6 billion in 2023. This marketing tactic poses a public health threat, as research suggests it has been utilized to undercut decades of public health progress-such as gains made against tobacco use among adolescents. Public health and public opinion researchers need practical tools to capture influential accounts on social media. Utilizing X (formerly Twitter) little ciga…
Disclosure Standards for Social Media and Generative Artificial Intelligence Research: Toward Transparency and Replicability
Social media dominate today's information ecosystem and provide valuable information for social research. Market researchers, social scientists, policymakers, government entities, public health researchers, and practitioners recognize the potential for social data to inspire innovation, support products and services, characterize public opinion, and guide decisions. The appeal of mining these rich datasets is clear. However, there is potential ri…
Discussions of Flavored ENDS Sales Restrictions: Themes Related to Circumventing Policies on Reddit
Many users turned to Reddit for information related to the shifting regulatory landscape concerning flavored ENDS. Discussions focused on both legal alternatives to banned products as well as illegal means of acquiring JUUL pods, including residual retail supply, online, and mail vendors
Online Tobacco Advertising and Current Chew, Dip, Snuff and Snus Use among Youth and Young Adults, 2018–2019
Greater exposure to tobacco advertising online is associated with greater odds of smokeless use among surveyed youth and young adults. This effect of social media marketing exposure on smokeless use outweighs the mitigating impact of existing tobacco control policies. The findings underscore the need for strong advertising regulation of evolving tobacco products, including smokeless products, on social media and surveillance of digital marketing …
Industry response to strengthened regulations: Amount and themes of flavoured electronic cigarette promotion by product vendors and manufacturers on Instagram
Social media surveillance can enhance our understanding of public health needs and policy compliance, as well as inform strategies to prevent policy evasion. Examining evolving industry tactics to promote flavoured products in response to regulatory changes can help authorities and practitioners assess policy effectiveness and inform future design and implementation approaches
New recreational nicotine lozenges, tablets, gummies and gum proliferate on the US market
Developing a theoretical marketing framework to analyse Juul and compatible e-cigarette product promotion on Instagram
Instagram posts featuring e-cigarette related marketing can increase exposure to persuasive messages encouraging e-cigarette trial and use particularly among susceptible youth. Stronger regulations are needed to prevent exposure to social media marketing among young social media users
Characterising advertising strategies and expenditures for conventional and newer smokeless tobacco products
Advertising expenditures for nicotine pouches have recently exceeded conventional ST product advertising and nicotine pouches are being promoted nationally. Marketing surveillance as well as understanding consumer appeal, perceptions and consumption are critical next steps in tracking potential uptake of these new products
Heating Up: How Early Twitter Marketing Gave Rise to Organic Word-of-Mouth About Heated Tobacco Products
Social media are an important marketing platform for emerging tobacco products. Heated tobacco products (HTPs) have been introduced in a limited number of local test markets in the United States as potentially reduced-exposure tobacco products. HTPs can be used to heat tobacco as well as marijuana. However, due to growing digital media promotion of these products, it is possible that public knowledge and purchasing opportunities extend beyond tes…
Promoting corporate image or preventing underage use? Analysis of the advertising strategy and expenditures of the Juul parent education for youth vaping prevention campaign
Marketing expenditures promoting JUUL's corporate social responsibility mission exceeded their $30 million investment in the underage use prevention efforts. The expenditures were focused on the media market areas where health organisation and legislative officials were launching investigations into JUUL social media and other promotional strategies
Industry tactics in anticipation of strengthened regulation: Bidi Vapor unveils non-characterising Bidi Stick flavours on digital media platforms
Research reported in this publication was supported by Truth Initiative and by the National Cancer Institute of the National Institutes of Health under Award Number R01CA234082. In January 2020, the US Food and Drug Administration (FDA) issued guidance for the electronic cigarette industry, which resulted in a limited prohibition of flavoured cartridge or ‘pod’-based e-cigarette products but allowed for the sale of other flavoured e-cigarette pro…
Exploring the Discursive Function of Hashtags: A Semantic Network Analysis of Juul-Related Instagram Messages
This study used semantic network analysis to investigate the themes of JUUL electronic cigarette-related messages on Instagram posted by three account types (commercial, vape community, and organic users) and explore the function of hashtags in the JUUL-related discourse across these groups. Posts were collected from 1 March 2018 to 15 May 2018. We conducted network analyses for each user group, with separate analyses to examine texts with and wi…
Boosting Health Campaign Reach and Engagement Through Use of Social Media Influencers and Memes
Public health organizations are increasingly turning to social media as a channel for health campaign dissemination, as these platforms can provide access to 'hidden' or at-risk audiences such as populations of color and youth. However, few studies systematically assess the effects of such campaigns in a competitive communication environment characterized by an influx of sophisticated tobacco product marketing. The objective of the current study …
Characterising Juul-related posts on Instagram
Findings reveal a proliferation of JUUL-related content on Instagram, which focused on product promotion and nicotine and addiction that included youth culture and lifestyle appeals. Regulatory actions should focus on restricting promotional efforts for e-cigarette products, particularly on social media platforms where young people are a primary audience
Exposure and reach of the US court-mandated corrective statements advertising campaign on broadcast and social media
The corrective campaign failed to generate social media engagement. The size and timing of the advertising buys were not consistent with strategies effective in generating high sustained impact and audience reach, particularly among youth
TrendBlendz: How Splitarillos use marijuana flavours to promote cigarillo use
Trendsettah, Inc. is a cigar and cigarillo-producing company whose brands include Splitarillos cigarillos, Hood Wraps cigars, Blow vaporisers, Vsmoke e-liquids, as well as other brands.1 Trendsettah connects with its consumers through live entertainment, social media and experiential promotion, and is highly active on such social media sites as Twitter and Instagram.1 In addition it uses ‘most popular personalities in entertainment, sports, fashi…
Tobacco industry use of flavourings to promote smokeless tobacco products
Similar to cigarettes, flavoured ST is likely to encourage novices to start using tobacco, and regulations limiting or eliminating flavours in cigarettes should be extended to include flavoured ST products
Sweeter Than a Swisher’: Amount and themes of little cigar and cigarillo content on Twitter
Twitter is a major information-sharing and marketing platform for LCCs. Co-use of tobacco and marijuana is common and normalised on Twitter. The presence and broad reach of LCC messages on social media warrants urgent need for surveillance and serious attention from public health professionals and policymakers. Future tobacco use prevention initiatives should be adapted to ensure that they are inclusive of LCC use
Boosting Health Campaign Reach and Engagement Through Use of Social Media Influencers and Memes
Public health organizations are increasingly turning to social media as a channel for health campaign dissemination, as these platforms can provide access to 'hidden' or at-risk audiences such as populations of color and youth. However, few studies systematically assess the effects of such campaigns in a competitive communication environment characterized by an influx of sophisticated tobacco product marketing. The objective of the current study …
Exploring the Discursive Function of Hashtags: A Semantic Network Analysis of Juul-Related Instagram Messages
This study used semantic network analysis to investigate the themes of JUUL electronic cigarette-related messages on Instagram posted by three account types (commercial, vape community, and organic users) and explore the function of hashtags in the JUUL-related discourse across these groups. Posts were collected from 1 March 2018 to 15 May 2018. We conducted network analyses for each user group, with separate analyses to examine texts with and wi…
New Product Marketing Blurs the Line Between Nicotine Replacement Therapy and Smokeless Tobacco Products
Tobacco companies have begun to acquire pharmaceutical subsidiaries and recently started to market nicotine replacement therapies, such as Zonnic nicotine gum, in convenience stores. Conversely, tobacco companies are producing tobacco products such as tobacco chewing gum and lozenges that resemble pharmaceutical nicotine replacement products, including a nicotine pouch product that resembles snus pouches. This convergence of nicotine and tobacco …
Tobacco industry use of flavours to recruit new users of little cigars and cigarillos
Tobacco companies engaged in a calculated effort to blur the line between LCCs to increase the appeal to cigarette smokers, and the use of flavours facilitated these efforts. Bans on flavoured cigarettes should be expanded to include flavoured LCCs, and tobacco use prevention initiatives should include LCCs
TrendBlendz: How Splitarillos use marijuana flavours to promote cigarillo use
Trendsettah, Inc. is a cigar and cigarillo-producing company whose brands include Splitarillos cigarillos, Hood Wraps cigars, Blow vaporisers, Vsmoke e-liquids, as well as other brands.1 Trendsettah connects with its consumers through live entertainment, social media and experiential promotion, and is highly active on such social media sites as Twitter and Instagram.1 In addition it uses ‘most popular personalities in entertainment, sports, fashi…
Tobacco industry use of flavourings to promote smokeless tobacco products
Similar to cigarettes, flavoured ST is likely to encourage novices to start using tobacco, and regulations limiting or eliminating flavours in cigarettes should be extended to include flavoured ST products
Sweeter Than a Swisher’: Amount and themes of little cigar and cigarillo content on Twitter
Twitter is a major information-sharing and marketing platform for LCCs. Co-use of tobacco and marijuana is common and normalised on Twitter. The presence and broad reach of LCC messages on social media warrants urgent need for surveillance and serious attention from public health professionals and policymakers. Future tobacco use prevention initiatives should be adapted to ensure that they are inclusive of LCC use
New Product Marketing Blurs the Line Between Nicotine Replacement Therapy and Smokeless Tobacco Products
Tobacco companies have begun to acquire pharmaceutical subsidiaries and recently started to market nicotine replacement therapies, such as Zonnic nicotine gum, in convenience stores. Conversely, tobacco companies are producing tobacco products such as tobacco chewing gum and lozenges that resemble pharmaceutical nicotine replacement products, including a nicotine pouch product that resembles snus pouches. This convergence of nicotine and tobacco …
Kostygina et al. Respond
AffiliationsGanna Kostygina is with NORC at the University of Chicago, Chicago, IL. Pamela M. Ling is with the Center for Tobacco Control Research and Education, the Division of General Internal Medicine, Department of Medicine, University of California, San Francisco. Lucinda England is with the Centers for Disease Control and Prevention, Atlanta, GA
Characterising Juul-related posts on Instagram
Findings reveal a proliferation of JUUL-related content on Instagram, which focused on product promotion and nicotine and addiction that included youth culture and lifestyle appeals. Regulatory actions should focus on restricting promotional efforts for e-cigarette products, particularly on social media platforms where young people are a primary audience
Exposure and reach of the US court-mandated corrective statements advertising campaign on broadcast and social media
The corrective campaign failed to generate social media engagement. The size and timing of the advertising buys were not consistent with strategies effective in generating high sustained impact and audience reach, particularly among youth
Boosting Health Campaign Reach and Engagement Through Use of Social Media Influencers and Memes
Public health organizations are increasingly turning to social media as a channel for health campaign dissemination, as these platforms can provide access to 'hidden' or at-risk audiences such as populations of color and youth. However, few studies systematically assess the effects of such campaigns in a competitive communication environment characterized by an influx of sophisticated tobacco product marketing. The objective of the current study …
Promoting corporate image or preventing underage use? Analysis of the advertising strategy and expenditures of the Juul parent education for youth vaping prevention campaign
Marketing expenditures promoting JUUL's corporate social responsibility mission exceeded their $30 million investment in the underage use prevention efforts. The expenditures were focused on the media market areas where health organisation and legislative officials were launching investigations into JUUL social media and other promotional strategies
Industry tactics in anticipation of strengthened regulation: Bidi Vapor unveils non-characterising Bidi Stick flavours on digital media platforms
Research reported in this publication was supported by Truth Initiative and by the National Cancer Institute of the National Institutes of Health under Award Number R01CA234082. In January 2020, the US Food and Drug Administration (FDA) issued guidance for the electronic cigarette industry, which resulted in a limited prohibition of flavoured cartridge or ‘pod’-based e-cigarette products but allowed for the sale of other flavoured e-cigarette pro…
Exploring the Discursive Function of Hashtags: A Semantic Network Analysis of Juul-Related Instagram Messages
This study used semantic network analysis to investigate the themes of JUUL electronic cigarette-related messages on Instagram posted by three account types (commercial, vape community, and organic users) and explore the function of hashtags in the JUUL-related discourse across these groups. Posts were collected from 1 March 2018 to 15 May 2018. We conducted network analyses for each user group, with separate analyses to examine texts with and wi…
Discussions of Flavored ENDS Sales Restrictions: Themes Related to Circumventing Policies on Reddit
Many users turned to Reddit for information related to the shifting regulatory landscape concerning flavored ENDS. Discussions focused on both legal alternatives to banned products as well as illegal means of acquiring JUUL pods, including residual retail supply, online, and mail vendors
Online Tobacco Advertising and Current Chew, Dip, Snuff and Snus Use among Youth and Young Adults, 2018–2019
Greater exposure to tobacco advertising online is associated with greater odds of smokeless use among surveyed youth and young adults. This effect of social media marketing exposure on smokeless use outweighs the mitigating impact of existing tobacco control policies. The findings underscore the need for strong advertising regulation of evolving tobacco products, including smokeless products, on social media and surveillance of digital marketing …
Industry response to strengthened regulations: Amount and themes of flavoured electronic cigarette promotion by product vendors and manufacturers on Instagram
Social media surveillance can enhance our understanding of public health needs and policy compliance, as well as inform strategies to prevent policy evasion. Examining evolving industry tactics to promote flavoured products in response to regulatory changes can help authorities and practitioners assess policy effectiveness and inform future design and implementation approaches
New recreational nicotine lozenges, tablets, gummies and gum proliferate on the US market
Developing a theoretical marketing framework to analyse Juul and compatible e-cigarette product promotion on Instagram
Instagram posts featuring e-cigarette related marketing can increase exposure to persuasive messages encouraging e-cigarette trial and use particularly among susceptible youth. Stronger regulations are needed to prevent exposure to social media marketing among young social media users
Characterising advertising strategies and expenditures for conventional and newer smokeless tobacco products
Advertising expenditures for nicotine pouches have recently exceeded conventional ST product advertising and nicotine pouches are being promoted nationally. Marketing surveillance as well as understanding consumer appeal, perceptions and consumption are critical next steps in tracking potential uptake of these new products
Heating Up: How Early Twitter Marketing Gave Rise to Organic Word-of-Mouth About Heated Tobacco Products
Social media are an important marketing platform for emerging tobacco products. Heated tobacco products (HTPs) have been introduced in a limited number of local test markets in the United States as potentially reduced-exposure tobacco products. HTPs can be used to heat tobacco as well as marijuana. However, due to growing digital media promotion of these products, it is possible that public knowledge and purchasing opportunities extend beyond tes…
Disclosure Standards for Social Media and Generative Artificial Intelligence Research: Toward Transparency and Replicability
Social media dominate today's information ecosystem and provide valuable information for social research. Market researchers, social scientists, policymakers, government entities, public health researchers, and practitioners recognize the potential for social data to inspire innovation, support products and services, characterize public opinion, and guide decisions. The appeal of mining these rich datasets is clear. However, there is potential ri…
Youth and Young Adult Blunt Use Predicts Progression to Other Nicotine Product Use in the United States
Background Little cigars or cigarillos (LCCs) are frequently modified to smoke cannabis (“blunts”) by youth and young adults. This study investigated whether young blunt users who are otherwise nicotine-naïve are more likely to initiate other tobacco products compared to never blunt users.Methods and Materials Data were from four waves of the Truth Longitudinal Cohort (TLC), a national probability-based sample of youth and young adults (aged 15-2…
Analysis of cigar marketing expenditures by product category, placement strategy and geolocation in the USA, from 2017 to 2022
Advertising expenditures for little/filtered cigars declined following the April 2021 Food and Drug Administration (FDA) announcement of forthcoming flavoured cigar sale restrictions. As the FDA considers prohibiting flavoured cigars, it is essential to monitor CLCC marketing expenditures to inform policy design, promotion and implementation efforts. Surveillance of new digital marketing channels is critical as they can readily reach minoritised …
O-Zyn-Pic’ and ‘Zyncoin’: How viral marketing, tokenisation and trendjacking boosted Zyn popularity in the USA
Deciphering Influence on Social Media: A Comparative Analysis of Influential Account Detection Metrics in the Context of Tobacco Promotion
Influencer marketing spending in the United States was expected to surpass $6 billion in 2023. This marketing tactic poses a public health threat, as research suggests it has been utilized to undercut decades of public health progress-such as gains made against tobacco use among adolescents. Public health and public opinion researchers need practical tools to capture influential accounts on social media. Utilizing X (formerly Twitter) little ciga…
Promotion of Health-Harming Products on Instagram: Characterizing Strategies Boosting Audience Engagement with Cigar Marketing Messages
Social media promotion of harmful products (e.g., combustible tobacco) poses a public health threat. However, strategies that amplify exposure to and engagement with such content remain understudied. This study aims to characterize strategies boosting cigar, little cigar, and cigarillo (CLCC) marketing visibility, referrals, and engagement on Instagram. Using keyword rules, we collected publicly available CLCC-related Instagram posts from CrowdTa…
Business (24 works) · Advertising (22 works) · Medicine (17 works) · Political science (17 works) · Computer Science (16 works) · Smoking Behavior and Cessation (16 works) · Marketing (15 works) · Social media (15 works) · World Wide Web (11 works) · Psychology (10 works)