Vietnam Online Marketing Supplement

This study examined the product characteristics and marketing strategies used on e-cigarette and HTP brand websites targeting Vietnamese consumers (determined by the web domain or country selection option). In January 2023, seven websites belonging to six e-cigarette brands (BoldVape, CISOO, HEBAT, MotiPiin, Vapefly & Voopoo) and one HTP brand (HITASTE) targeting Vietnamese consumers were identified through Google searches. All pages (n=543) within two clicks from the home pages were coded and analyzed. 

Advertising appeals, marketing messages such as claims about the brand or the product, and promotion strategies were seen on all seven websites. Flavor descriptors in product names were seen on 4 of 7 brand sites, all of which were e-cigarette sites.

Examples from each of these categories have been collected and documented on the following webpages: 

 

Green button with Flavor Descriptors in white text                   Green button with Marketing Messages in white text

Green button with Engagement Strategies in white text                   Green button with Advertising Appeals in white text