Transl Behav Med. 2016 Jun;6(2):260-70. doi: 10.1007/s13142-015-0378-0.

Indoor tanning promotions on social media in six US cities #UVTanning #tanning.

Ricklefs CA¹, Asdigian NL², Kalra HL³, Mayer JA⁴, Dellavalle RP^5,^6,⁷, Holman DM⁸, Crane LA⁹.

Author information

¹Research Informatics Shared Resource, University of Colorado Cancer Center, University of Colorado Anschutz Medical Campus, Aurora, CO, USA.
²Department of Community and Behavioral Health, Colorado School of Public Health, University of Colorado Anschutz Medical Campus, 13001 E. 17th Place, B119, Aurora, CO, 80045, USA.
³Master of Physician Assistant Studies Program, Chatham University, Pittsburgh, PA, USA.
⁴Division of Health Promotion, Graduate School of Public Health, San Diego State University, San Diego, CA, USA.
⁵Department of Epidemiology, Colorado School of Public Health, University of Colorado Anschutz Medical Campus, Aurora, CO, USA.
⁶Department of Dermatology, School of Medicine, University of Colorado Anschutz Medical Campus and Dermatology Service, Aurora, CO, USA.
⁷VA Eastern Colorado Health Care System, U.S. Department of Veterans Affairs, Denver, CO, USA.
⁸Division of Cancer Prevention and Control, Centers for Disease Control and Prevention, Atlanta, GA, USA.
⁹Department of Community and Behavioral Health, Colorado School of Public Health, University of Colorado Anschutz Medical Campus, 13001 E. 17th Place, B119, Aurora, CO, 80045, USA. lori.crane@ucdenver.edu.

Abstract

There is no research investigating indoor tanning advertising on social media. We assessed the use of social media to promote indoor tanning. We subscribed to social media platforms in six US cities and content-analyzed promotional messages received. We captured 662 messages on Twitter and Facebook, through salon emails, and in daily deal coupons. Salon postings were most frequent on Twitter and Facebook, with an average of 2-3 postings per week. National chains posted more frequently than local businesses. Forty percent of messages were devoid of tanning content and included photos, jokes, or popular references. Thirty percent mentioned price reductions, and 28 % referenced an upcoming holiday. Sunless tanning (17 %) was promoted more often than ultraviolet tanning (9 %). Tanning salons actively use social media as a strategy for maintaining relationships with customers and offer pricing deals that promote loyalty and high-frequency tanning.