#Delta8: a retailer-driven increase in Delta-8 THC discussions on Twitter from 2020 to 2021

Area of Science:

• Social Media Analytics
• Cannabinoid Research
• Public Health

Background:

• Delta-8 tetrahydrocannabinol (THC) has seen substantial growth in cultivation, usage, and online marketing.
• The psychoactive substance's increasing presence necessitates an understanding of public discourse.

Purpose of the Study:

• To analyze public discussions surrounding Delta-8 THC on Twitter using natural language processing.
• To identify trends, common themes, and sentiment in online conversations about Delta-8 THC.

Main Methods:

• Analysis of #Delta8 tweet frequency and temporal trends from January 2020 to September 2021.
• Natural language processing for word frequency, sentiment classification, and qualitative coding of tweets.
• Collection and analysis of 41,828 tweets, including unique posts and engagement metrics.

Main Results:

• A significant increase in daily original tweets from 8.55 in 2020 to 149 in 2021, correlating with retailer promotions.
• Commonly associated terms included "cbd," "cannabis," "edibles," and "cbdoil."
• Predominantly positive sentiment (30.93%) and trust (14.26%), with 8.42% negative sentiment; qualitative analysis revealed 20 distinct codes.

Conclusions:

• Twitter conversations about Delta-8 THC have steadily increased, heavily influenced by online retailers and related cannabis products.
• The study highlights the critical role of social media in Delta-8 THC marketing and public perception.
• Public health researchers must actively monitor these platforms to disseminate accurate Delta-8 THC health information and ensure balanced discourse.