Electronic cigarettes remain unregulated in South Africa, yet their marketing and sale is proliferating on online platforms such as websites. Until now, little was known regarding the nature of selling propositions used on such platforms. Against this background, this study provides the findings of a content analysis of 17 websites dedicated to the marketing and selling of electronic cigarettes in South Africa. With the aid of a website search research methodology, a detailed search and analysis of websites marketing electronic cigarettes in South Africa was performed from July to October 2017. The study identified smoking cessation, environmental friendliness, healthiness, cost-effectiveness, hedonic value, convenience and safety as the main selling propositions used to market electronic cigarettes in South Africa. The study provides important insights to consumers who intend to use electronic cigarettes and policymakers who intend to monitor and regulate the consumption of electronic cigarettes in South Africa.

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南非零售网站上电子烟销售主张的内容分析

南非仍未对电子烟进行管制，但在诸如网站之类的在线平台上，其电子烟的销售和销售正在激增。到目前为止，对于在此类平台上使用的销售主张的性质了解甚少。在此背景下，本研究提供了对致力于南非电子烟营销的17个网站进行内容分析的结果。借助网站搜索研究方法，于2017年7月至2017年10月对南非营销电子烟的网站进行了详细搜索和分析。研究确定了戒烟，环境友好，健康，成本效益，享乐价值，便利性安全性和安全性是在南非销售电子烟的主要销售主张。