Advertising appeals were communicated through text and images on all seven brand websites. Top advertising appeals with examples are listed below, in order of prevalence.
Fashionable (n=7, 100%)
Source: https://www.voopoo.com/vi/
Source: https://www.hebatvape.com/vi/
Innovation (n=7, 100%)
Source: https://cisoo.vn/
Source: https://www.voopoo.com/vi/
Luxury/High-End (n=7, 100%)
Source: https://motiplanet.com/vi
Source: https://motiplanet.com/vi
Flavor (n=6, 86%)
Describes or depicts flavor, taste, aroma, or sensation beyond product names.
Source: https://www.hebatvape.com/vi/
Source: https://motiplanet.com/vi
Source: https://motiplanet.com/vi
Source: https://www.boldvape.vn/
Source: https://www.boldvape.vn/
Source: https://cisoo.vn/
Foreign (n=6, 86%)
Source: https://motiplanet.com/vi
Masculinity (n=6, 86%)
Source: https://www.boldvape.vn/
Source: https://www.voopoo.com/vi/
Animals (n=5, 71%)
Source: https://www.hebatvape.com/vi/
Source: https://www.hebatvape.com/vi/
Asian (n=5, 71%)
Source: https://www.boldvape.vn/
Source: https://www.hebatvape.com/vi/
Cartoon Animation (n=5, 71%)
Source: https://vapefly.vn/
Source: https://motiplanet.com/vi
Source: https://www.boldvape.vn/
Source: https://www.hebatvape.com/vi//
Source: https://vapefly.vn/
Vapor Cloud (n=5, 71%)
Source: http://vi.hitaste.net/
Source: https://motiplanet.com/vi
Cigarette-like Satisfaction (n=4, 57%)
Source: http://vi.hitaste.net/
Source: https://motiplanet.com/vi
View additional supplemental content from IGTC’s study of Online Marketing of E-cigarettes and Heated Tobacco Products on Brand Websites in Vietnam .
