Presenting at SRNT

Author: Paula Hayek | Major: Public Health | Semester: Spring 2025

During the summer and fall semesters of 2024, I embarked on a fascinating journey researching how nicotine products, specifically Zyn, are advertised on social media and depicted by adolescents on these platforms. Being a public health major in the College of Education and Health Professionals, I knew I wanted to research something that would aid in improving individual, community, and population health. I wanted to learn more about the devices that are consuming my peers. With my mentor, Dr. Dobbs, and my lab mates, I was able to do just that in the Department of Health, Human Performance, and Recreation.

Zyn is an oral nicotine pouch that is placed between the gum and lip of an individual. Because nicotine use is growing in popularity, the public health concern for it is also growing. I spent the summer and fall semesters researching Zyn’s portrayal on social media, primarily on Tiktok, a large platform used by young adults. Through coding and analyzing 112 Tiktok videos, my lab mates and I were able to discover the patterns in which Zyn is perceived by viewers. We found that the videos contained primarily white males, included Zyn branding in a variety of flavors, and had an overall positive sentiment.

After concluding how Zyn is perceived through Tiktok, my mentor, Dr. Dobbs, and I wanted to look into how Zyn markets itself. We wanted to answer the following questions:

• What kind of advertisements does Zyn have?
• Who are Zyn’s advertisements targeting?
• What kind of sentiment is Zyn portraying through their advertisement?

This semester, Spring 2025, I have spent my time researching a sample of 530 Zyn advertisements to answer these questions. I learned that Zyn depicts their products with a very positive sentiment. They promote their product using images of individuals being active, socializing, working, and in radiant environments. They also heavily advertise their rewards program, including images of the prizes they offer. I was able to learn a lot about Zyn’s marketing strategies with help from Dr. Dobbs and my lab mates- Charlotte McCormick and Abbie Walls. In addition, I enhanced my understanding of menthol restriction laws by assisting Charlotte’s McCormick in presenting her poster at the Society of Research on Nicotine and Tobacco in New Orleans, Louisiana. At this conference, I was able to acquire skills in public speaking and articulate well the importance of research on nicotine and menthol. I was also able to watch as my mentor, Dr. Dobbs, presented her own research on tobacco flavor restriction laws. Additionally, I listened to other researchers present their findings and data regarding nicotine and tobacco. I was able to learn the various conversations that come from this unique field.

The amount of learning in this lab is endless. I am supported by such wonderful staff and students and have been able to grow as a student and researcher. I have presented my research this semester at the College of Education and Health Professionals Honors Symposium as well as the Undergraduate Research Symposium. Both very amazing and educational opportunities. I had such a great experience sharing my work with fellow undergraduate students, as well as the amazing staff and mentors that have supported us. I am currently following more information on this topic of Zyn and nicotine pouches as a whole. I plan to use the research, collaboration, and communicating skills I have learned throughout this journey in my future as a Physician Assistant. As I graduate this Spring 2025, I will apply to Physician Assistant school. I am excited for this next journey and am even more grateful to my lab and my mentor for the valuable lessons they have taught