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Instagram Memes of Oral Nicotine Pouches: Content Analysis Study
Samia Amin1,2, Yunping Wu2, Samantha Baptista2
1Department of Biology, Southern Arkansas University, Magnolia, AR, United States.
Background:
Oral nicotine pouches (ONPs), such as Zyn, have gained popularity among young people; however, their portrayal on social media remains under-studied. Instagram memes, a widely shared form of digital communication, may shape young people's perceptions about ONPs and contribute to the widespread acceptance of ONP use.
Objective:
This study examines the thematic content of Instagram memes related to ONPs to understand how these products are represented online.
Methods:
The content of Instagram memes tagged with ONP-related hashtags-#oralnicotinepouch, #zyn, #on, #velo, and #nicotinepouch-was systematically analyzed. After screening, a total of 244 photo- and text-based memes were included in the final dataset. Using a structured coding framework, 3 researchers categorized the memes into key themes using NVivo software.
Results:
Three dominant themes emerged: (1) the Zyn community (35.6%)-memes fostered a sense of belonging among users; (2) marketing and branding (27.8%)-humorous critiques of product advertising and accessibility; and (3) perceived consequences of use (13.9%)-memes highlighted perceived positive or negative consequences of ONP use. Engagement metrics revealed high levels of interaction, with the Zyn community theme garnering the most user engagement.
Conclusions:
ONP-related Instagram memes are primarily focused on community identity, humor, and marketing, with community-centered content receiving the highest engagement. These findings indicate that social belonging and humor are central to the online representation of ONPs.
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