Naranjo-Zolotov, Mijail JuanovichGaivão, Manuel Abreu Castelo-Branco de Mascarenhas2025-10-312025-10-312025-10-27http://hdl.handle.net/10362/189922Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThe tobacco industry has experienced huge transformations as a consequence of technological innovation and changing habits and beliefs, impacting consumer experience and perspectives. New and innovative products like HTP (Heated Tobacco Products) and E-cigarettes are growing trends as smoking habits change, delivering less harm but igniting a significant debate against conventional cigarettes. The present study aims to understand how innovation in smoking products is affecting Perceived value, Health concerns and Social acceptance. The methodology encompassed a systematic literature review conducted through the analysis of 33 selected articles to assess the prevailing level of knowledge related to the theme. The results distinctly show that technology affects not only Perceived value but also Social acceptance and Health concerns. As the tobacco industry and market continue to change, technological innovations like HTP and E-cigarettes are seen as more valuable, socially acceptable, and less dangerous. How consumer experience is built affects Perceived value and Social Acceptance and, with minor intensity, affects Health concerns. Finally, the distribution strategy may also have an impact on Perceived value but will not impact on Social acceptance or Health concerns. This finding may be used by tobacco companies in their product and marketing strategy.engTechnological InnovationConsumer ExperiencePerceived ValueHealth ConcernsHeated Tobacco ProductsE-cigarettesSDG 3 - Good health and well-beingSDG 9 - Industry, innovation and infrastructureSDG 12 - Responsible production and consumptionSDG 13 - Climate actionmaster thesis204073103