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E-Cigarette Narratives of User-Generated Posts on Xiaohongshu in China: Content Analysis
Tingfen Ji1,2,3,4,5, Zhao Liu2,3,4,5,6, Zheng Su2,3,4,5
1China-Japan Friendship School of Clinical Medicine, Capital Medical University, Beijing, China.
Journal of Medical Internet Research
|July 3, 2025
Summary
Social media platforms like Xiaohongshu are key for e-cigarette information, but spread misinformation. Health hazard content garners high engagement, suggesting potential for public health education.
Area of Science:
- Public Health
- Digital Communication
- Social Media Analysis
Background:
- Social media platforms are influential in disseminating electronic cigarette (e-cigarette) information.
- Concerns exist regarding the spread of misleading e-cigarette content, especially among vulnerable youth.
- Xiaohongshu (RedNote) is a significant platform shaping e-cigarette perceptions among Chinese youth.
Purpose of the Study:
- Analyze content, topics, user engagement, and sentiment of e-cigarette posts on Xiaohongshu.
- Assess factors influencing user engagement with e-cigarette content on the platform.
Main Methods:
- Collected and analyzed 1729 e-cigarette-related posts from Xiaohongshu (Jan 2020-Nov 2024) using web scraping.
- Categorized posts into advertising, health hazards, usage interaction, and others; extracted keywords.
- Performed sentiment analysis on usage interaction posts and logistic regression to identify engagement drivers.
Main Results:
- Usage interaction (39.39%) and advertising promotion (29.61%) were dominant themes.
- Health hazard posts, though fewer, received the highest likes/saves (OR 1.498).
- Video posts generated more comments (OR 2.624); 53.45% of usage interaction posts were positive, 33.48% negative.
Conclusions:
- Xiaohongshu serves dual roles in e-cigarette promotion and public discourse, with risks of misleading marketing.
- High engagement with health content indicates potential for social media in public health education.
- Urgent need for regulatory oversight and educational campaigns to combat e-cigarette misinformation.
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