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Area of Science:

  • Public Health
  • Social Media Analysis
  • Digital Marketing

Background:

  • JUUL, a prominent e-cigarette, pioneered social media marketing.
  • Concerns exist regarding youth uptake of JUUL and other electronic nicotine delivery systems (ENDS).
  • This study examines JUUL content on Instagram, a platform popular with young users.

Purpose of the Study:

  • To analyze the volume and characteristics of JUUL-related posts on Instagram.
  • To identify themes within JUUL content, including promotion, nicotine, addiction, youth culture, and lifestyle.
  • To inform regulatory strategies concerning e-cigarette marketing on social media.

Main Methods:

  • Collected 50 hashtag-based keyword queries for JUUL posts from Instagram API (March-May 2018).
  • Utilized machine learning, keyword algorithms, and human coding to categorize posts.
  • Classified content into product promotion, nicotine/addiction, youth culture, and lifestyle categories.

Main Results:

  • Captured 14,838 JUUL posts from 5,201 unique users.
  • Over one-third of posts were promotional; 11% discussed nicotine and addiction.
  • Approximately 55% of posts featured youth content and 57% lifestyle content, often intertwined with promotional or addiction themes.

Conclusions:

  • JUUL content on Instagram proliferates, emphasizing promotion and nicotine/addiction with youth and lifestyle appeals.
  • Regulatory actions are needed to restrict e-cigarette promotions on social media.
  • Social media platforms frequented by youth require focused regulatory attention for ENDS marketing.