To support a larger understanding of global hookah device marketing strategies by identifying the key hookah device brands worldwide (including M4ytho, 02Hookah, JimmyZ, PowerHookah, ECoal, IQOS, Square E-head), their relative market share globally, associated marketing strategies by brand (e.g., key messaging, related images, preferred brand promotion channels/tactics such as social media, influencers), the most frequent occasions/settings and the cultural significance of hookah use in Europe, Asia and the Middle East and the demographics and psychographics of the typical hookah consumer worldwide (including any key regional differences for Europe, Asia and the Middle East where possible).