“And they told two friends…and so on”
RJ Reynolds’ viral marketing of Eclipse and its potential to mislead the public
Bibliographic Data
| ID | 17689831 |
|---|---|
| Authors | Stacey J Anderson (University of Nottingham, corresponding author), Pamela M Ling (0000-0001-6166-9347, University of California, San Francisco) |
| Year | 2008 |
| Volume | 17 |
| Issue | 4 |
| Pages | 222-229 |
| Publication date | 2008-03-10 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Tobacco Control (JOURNAL) |
| Journal identifiers | ISSN: 0964-4563 • E-ISSN: 1468-3318 |
| Publisher | BMJ (PUBLISHER • GB) |
| DOI | 10.1136/tc.2007.024273 |
| PMID | 18332064 |
| PMCID | PMC2845302 |
| OpenAlex | W2138269266 |
| Language | EN |
| Citations received | 5 |
| References cited | 9 |
Viral marketing techniques may be particularly useful to promote new tobacco products such as Eclipse that have limited appeal and need a highly motivated audience of early adopters and acceptors. Such techniques help evade the mass rejection that could follow mass promotion, circumvent marketing restrictions, and allow tobacco companies to benefit from health claims made by consumers. Cigarette manufacturers must be held accountable for perceived health benefits encouraged by all promotional activities including viral marketing
Advertising · Business · Eclipse · Political science · Public relations · Social marketing · Tobacco industry · Law · Mathematics · Media Influence and Health · Psychology · Smoking Behavior and Cessation · Social Media in Health Education · Marketing
| Citations per year | 0.31 |
|---|---|
| Citation span | 2010 - 2018 (9) |
| Highly cited | No |