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Related Experiment Video

Updated: Feb 3, 2026

Methods to Test Visual Attention Online

Methods to Test Visual Attention Online

Published on: February 19, 2015

JUUL: Spreading Online and Offline.

Kar-Hai Chu¹, Jason B Colditz¹, Brian A Primack¹

¹Center for Research on Media, Technology, and Health, Department of Medicine, School of Medicine, University of Pittsburgh, Pittsburgh, Pennsylvania.

The Journal of Adolescent Health : Official Publication of the Society for Adolescent Medicine

|October 24, 2018

Summary

Adolescents are following and sharing JUUL

Keywords:

Adolescent smoking JUUL Nicotine Social media Social network analysis Tobacco e-cigarette

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Area of Science:

Public Health
Social Media Analysis
Adolescent Behavior

Background:

The rising popularity of JUUL electronic nicotine delivery systems among youth presents significant public health challenges.
Social media platforms offer insights into the dissemination of information regarding JUUL.

Purpose of the Study:

To investigate if adolescents under 18 follow JUUL's official Twitter account.
To determine if adolescents retweet JUUL's posts and analyze their information-sharing patterns.

Main Methods:

Collected 3,239 tweets from JUUL's official Twitter account (@JUULVapor) over one year (Feb 2017-Jan 2018).
Classified 721 unique users retweeting JUUL content as adolescent (<18) or adult (≥18) via double coding.
Employed social network analysis to map user interactions and information flow.

Main Results:

Adolescents constituted 25% of users interacting with JUUL's tweets.
Social network analysis indicated a maximum path length of 4 and positive assortativity (r=0.29).
Observed instances of adolescents retweeting content from other adolescents (9%), adults (12%), and adults retweeting from adolescents (11%).

Conclusions:

Adolescents are actively engaging with and disseminating JUUL content on Twitter.
Urgent need for robust policies and prevention strategies to mitigate adolescent exposure to JUUL-related online content and discussions.