The Juul in the crown – how social media provided the polish

Effective use of social media may have been responsible for Juul’s remarkable success in the US e-cig market, a new report suggests.

The study, “Vaping versus Juuling: how the extraordinary growth and marketing of Juul transformed the US retail e-cigarette market”, comes from researchers at Georgia State University and the University of Chicago. It looks at the period of Juul’s rise, from relatively unknown brand to market leader, and what the authors describe as a “market transformation” between 2015 and 2017.

They found that the social media profiles track extremely well with the rise in Juul sales indicated by Nielsen data, cataloguing campaigns on YouTube, Twitter and Instagram among others.

“Our study shows that the growth of Juul was accompanied by innovative marketing across a variety of new media platforms,” the researchers conclude.

...

Need help?

Contact a sales representative right now and don’t wait

Erik Galavis
+34 654 320 547
Email Erik

Restricted content. Do you want to read more?

Request report

Interested in buying?
Request more information

MORE INFO

Visit store

Check out our reports
available for purchase

View reports

Request a free sample of this report:

“ The Juul in the crown – how social media provided the polish ”

    This file is not available, please fill the form to request your sample page:






    Buy report request information:

    “ The Juul in the crown – how social media provided the polish ”






      Effective use of social media may have been responsible for Juul’s remarkable success in the US e-cig market, a new report suggests.

      The study, “Vaping versus Juuling: how the extraordinary growth and marketing of Juul transformed the US retail e-cigarette market”, comes from researchers at Georgia State University and the University of Chicago. It looks at the period of Juul’s rise, from relatively unknown brand to market leader, and what the authors describe as a “market transformation” between 2015 and 2017.

      They found that the social media profiles track extremely well with the rise in Juul sales indicated by Nielsen data, cataloguing campaigns on YouTube, Twitter and Instagram among others.

      “Our study shows that the growth of Juul was accompanied by innovative marketing across a variety of new media platforms,” the researchers conclude.

      ...

      Restricted content. Do you want to read more?