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Categorizing IQOS-Related Twitter Discussions.

Joshua O Barker1, Julia Vassey1, Julia C Chen-Sankey2

  • 1Department of Preventative Medicine, Keck School of Medicine, University of Southern California, Los Angeles, CA 90033, USA.

International Journal of Environmental Research and Public Health
|May 5, 2021
PubMed
Summary
This summary is machine-generated.

Heated tobacco product IQOS marketing and user testimonials dominate Twitter discussions. Many tweets frame IQOS as a less harmful alternative to cigarettes and vaping, potentially to circumvent smoking restrictions.

Keywords:
IQOSTwittersocial mediatobacco

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Area of Science:

  • Tobacco regulatory science
  • Social media analysis
  • Public health communication

Background:

  • Heated tobacco product (HTP) IQOS is globally available, including in the US.
  • Social media platforms like Twitter are key for tobacco product promotion and discussion.
  • Limited research exists on how IQOS is presented on Twitter.

Purpose of the Study:

  • To analyze and categorize Twitter conversations about IQOS.
  • To understand the nature of online discourse surrounding IQOS.
  • To identify marketing strategies and user perceptions of IQOS on social media.

Main Methods:

  • Manual content analysis of 3,916 English tweets related to IQOS.
  • Data collected internationally between January 1, 2020, and June 30, 2020.
  • Categorization of tweets into themes such as marketing, testimonials, policy, and news.

Main Results:

  • Most tweets were marketing (32.3%) or personal testimonials (34.2%).
  • Harm reduction claims were present in testimonials, comparing IQOS to smoking cessation or combustible cigarettes.
  • Significant discussion of tobacco policy (13.9%), including US and international regulations, and news media content (14.2%) were also observed.

Conclusions:

  • IQOS is perceived by some users as a less harmful alternative to vaping and traditional cigarettes.
  • Discussions suggest IQOS may be used to circumvent clean air policies and smoking restrictions.
  • Social media analysis provides insights into public perception and marketing of novel tobacco products.