Table 1.
Website Characteristics
| n | % | |
|---|---|---|
| Website type | ||
| Corporate (represented the company as a formal business and presented their corporate image to the public) | 0 | 0.0 |
| Brand specific (unique to a particular brand and had prominent interactivity and engagement) | 18 | 78.3 |
| Social media (the company or brand’s social media page) | 5 | 21.7 |
| Age and health statements | ||
| Age-restricted site access | 3 | 13.0 |
| Age-related product usage statement | 10 | 43.5 |
| Health-related product usage statement | 6 | 26.1 |
| Personal verification | 13 | 56.5 |
| Engagement strategies | ||
| Authenticity verification (prompt to enter a code printed on the pack to confirm the pack purchased was an authentic pack) | 9 | 39.1 |
| Contests/giveaways | 6 | 26.1 |
| Prompt to follow on social media | 6 | 26.1 |
| New or existing product advertisement | 4 | 17.4 |
| Promotions/coupons | 2 | 8.7 |
| Brand/manufacturer events | 1 | 4.3 |
| Option to download an app | 1 | 4.3 |
| Sign-up on brand website (for news, events, etc.) | 1 | 4.3 |
| Websites with more than one of the listed engagement strategies | 9 | 39.1 |
| Marketing appeals | ||
| National (Chinese-specific appeals such as famous monuments, architecture, and landscapes, and items with Chinese symbolism including specific flowers, animals, and mythical creatures such as dragons) | 13 | 56.5 |
| Youth/fun (included cartoons or characters and youth activities) | 3 | 13.0 |
| Masculine (descriptions or depictions of sports, cars, male business attire, and nonsexualized images of men) | 2 | 8.7 |
| Reference of long history of business for brand | 2 | 8.7 |
| Annual holidays and events | 2 | 8.7 |
| Sex appeal (describes or depicts ability to find/keep a romantic partner; imagery of models in sexy clothing; pictures of intimate interactions [kissing, hugging, etc.]) | 1 | 4.3 |
| Luxury/quality (describes or depicts as a high quality, high-status, luxury product) | 1 | 4.3 |
| Sociability (indicates/implies one will be more popular; setting/images of social scene) | 1 | 4.3 |
| International appeal (reference to global sales/identity, world leader, etc.) | 1 | 4.3 |
| Product popularity (indicates/implies that product is popular or a market leader) | 1 | 4.3 |
| Taste/sensation (reference to taste, aroma, or sensation of product) | 1 | 4.3 |
| Regional news | 1 | 4.3 |
| Feminine (describes or depicts product in association with feminine ideals [eg, flowers, butterflies, non-sexualized images of women, etc.]) | 0 | 0.0 |
| United States (identification of product with American symbols [American flag, bald eagle, etc.], or images of famous locations such as US cities, national monuments, famous buildings, landscapes, or famous US residents) | 0 | 0.0 |
| Trendsetter (looking “cool,” being a “trendsetter,” or not conforming to status quo) | 0 | 0.0 |
| Stocks (reference to or reporting of company’s stocks) | 0 | 0.0 |
| Video appeals (any video on website) | 0 | 0.0 |