Market report: heated tobacco and social media in Italy

Italy is one of the countries where heated tobacco brands have the most social media accounts. This report examines the strategy of both IQOS and Glo in relation to the most important social networks in Italy, as well as opinions expressed online by Italian users about the brands. Facebook, Instagram and Twitter are the main social media platforms used for analysis, however, other platforms such as YouTube and TikTok are also referenced.

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Table of contents

1 Executive Summary

2 Introduction

3 Social media usage

4 Instagram

5 Facebook

6 Twitter

7 Other

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