Original Research

A content analysis of e-cigarettes selling propositions on South African retail websites

Asphat Muposhi, Manilall Dhurup
The Journal for Transdisciplinary Research in Southern Africa | Vol 14, No 1 | a552 | DOI: https://doi.org/10.4102/td.v14i1.552 | © 2018 Asphat Muposhi | This work is licensed under CC Attribution 4.0
Submitted: 16 February 2018 | Published: 19 November 2018

About the author(s)

Asphat Muposhi, Department of Marketing and Sport Management, Vaal University of Technology, South Africa
Manilall Dhurup, Faculty of Management Sciences, Vaal University of Technology, South Africa


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.


electronic cigarettes; vaping; gate way; content analysis; South Africa


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Crossref Citations

1. Risk Factors and Perceptions of E-Cigarette Use Among Selected Users in Johannesburg, South Africa
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Journal of Community Health  vol: 46  issue: 2  first page: 405  year: 2021  
doi: 10.1007/s10900-020-00948-z