#Nicotineaddiction on TikTok: A quantitative content analysis of top-viewed posts

Introduction TikTok, the video-sharing app popular among youth, is a source of user-generated content about nicotine addiction with the potential to endorse or deter nicotine use among young viewers. We systematically analyzed content and themes of TikTok posts tagged #nicotineaddiction. Methods We...

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Main Authors: Kristy L. Marynak, Meagan O. Robichaud, Tyler Puryear, Ryan D. Kennedy, Meghan B. Moran
Format: Article
Language:English
Published: European Publishing 2022-08-01
Series:Tobacco Induced Diseases
Subjects:
Online Access:http://www.tobaccoinduceddiseases.org/-Nicotineaddiction-on-TikTok-A-quantitative-content-analysis-of-top-viewed-posts,151868,0,2.html
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author Kristy L. Marynak
Meagan O. Robichaud
Tyler Puryear
Ryan D. Kennedy
Meghan B. Moran
author_facet Kristy L. Marynak
Meagan O. Robichaud
Tyler Puryear
Ryan D. Kennedy
Meghan B. Moran
author_sort Kristy L. Marynak
collection DOAJ
description Introduction TikTok, the video-sharing app popular among youth, is a source of user-generated content about nicotine addiction with the potential to endorse or deter nicotine use among young viewers. We systematically analyzed content and themes of TikTok posts tagged #nicotineaddiction. Methods We conducted a quantitative content analysis of the visual and textual content of the 149 top-viewed English-language TikTok posts tagged #nicotineaddiction as of 1 March 2021. Posts were double-coded using a shared codebook, noting content creator characteristics, nicotine products featured, references to quitting, and overall themes of #nicotineaddiction expressed. We assessed the prevalence of post characteristics and themes overall and by apparent age of content creators (aged ≥21 years versus <21 years). Results The 149 posts analyzed received a mean and median of 62433 and 15800 likes, respectively. E-cigarettes were referenced or featured in 75% of posts; 58% featured a specific nicotine product brand, most commonly Puff Bar (23% of total) and JUUL (19%). Overall, 22% of posts mentioned quitting nicotine. The top themes of #nicotineaddiction expressed were physical or psychological consequences (e.g. withdrawal symptoms, 46%), physical or psychological benefits (e.g. tasting good, feeling ‘buzzed’, 28%), and social benefits (e.g. bonding with fellow users, 28%). Compared to those aged ≥21 years, posts by content creators likely <21 years (26%) less commonly mentioned quitting (p<0.01), had fewer followers (p<0.01), were more commonly from Canada (p<0.01) and less commonly from the US (p<0.01), and more commonly featured JUUL (p<0.05). Conclusions While reaching a large and engaged audience, TikTok content creators suggest a range of benefits and consequences of nicotine addiction. Future research is warranted to examine this content’s potential to influence young people’s intentions to use or quit nicotine products.
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spelling doaj.art-64345193ccad4d1cb3a9bd3b5d2f2aa52022-12-22T04:30:57ZengEuropean PublishingTobacco Induced Diseases1617-96252022-08-0120August1910.18332/tid/151868151868#Nicotineaddiction on TikTok: A quantitative content analysis of top-viewed postsKristy L. Marynak0https://orcid.org/0000-0002-3385-6468Meagan O. Robichaud1https://orcid.org/0000-0001-5488-7899Tyler Puryear2Ryan D. Kennedy3https://orcid.org/0000-0002-9448-5234Meghan B. Moran4Department of Health, Behavior and Society, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, United StatesDepartment of Health, Behavior and Society, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, United StatesDepartment of Health, Behavior and Society, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, United StatesDepartment of Health, Behavior and Society, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, United StatesDepartment of Health, Behavior and Society, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, United StatesIntroduction TikTok, the video-sharing app popular among youth, is a source of user-generated content about nicotine addiction with the potential to endorse or deter nicotine use among young viewers. We systematically analyzed content and themes of TikTok posts tagged #nicotineaddiction. Methods We conducted a quantitative content analysis of the visual and textual content of the 149 top-viewed English-language TikTok posts tagged #nicotineaddiction as of 1 March 2021. Posts were double-coded using a shared codebook, noting content creator characteristics, nicotine products featured, references to quitting, and overall themes of #nicotineaddiction expressed. We assessed the prevalence of post characteristics and themes overall and by apparent age of content creators (aged ≥21 years versus <21 years). Results The 149 posts analyzed received a mean and median of 62433 and 15800 likes, respectively. E-cigarettes were referenced or featured in 75% of posts; 58% featured a specific nicotine product brand, most commonly Puff Bar (23% of total) and JUUL (19%). Overall, 22% of posts mentioned quitting nicotine. The top themes of #nicotineaddiction expressed were physical or psychological consequences (e.g. withdrawal symptoms, 46%), physical or psychological benefits (e.g. tasting good, feeling ‘buzzed’, 28%), and social benefits (e.g. bonding with fellow users, 28%). Compared to those aged ≥21 years, posts by content creators likely <21 years (26%) less commonly mentioned quitting (p<0.01), had fewer followers (p<0.01), were more commonly from Canada (p<0.01) and less commonly from the US (p<0.01), and more commonly featured JUUL (p<0.05). Conclusions While reaching a large and engaged audience, TikTok content creators suggest a range of benefits and consequences of nicotine addiction. Future research is warranted to examine this content’s potential to influence young people’s intentions to use or quit nicotine products.http://www.tobaccoinduceddiseases.org/-Nicotineaddiction-on-TikTok-A-quantitative-content-analysis-of-top-viewed-posts,151868,0,2.htmlsocial medianicotine addictione-cigarettes
spellingShingle Kristy L. Marynak
Meagan O. Robichaud
Tyler Puryear
Ryan D. Kennedy
Meghan B. Moran
#Nicotineaddiction on TikTok: A quantitative content analysis of top-viewed posts
Tobacco Induced Diseases
social media
nicotine addiction
e-cigarettes
title #Nicotineaddiction on TikTok: A quantitative content analysis of top-viewed posts
title_full #Nicotineaddiction on TikTok: A quantitative content analysis of top-viewed posts
title_fullStr #Nicotineaddiction on TikTok: A quantitative content analysis of top-viewed posts
title_full_unstemmed #Nicotineaddiction on TikTok: A quantitative content analysis of top-viewed posts
title_short #Nicotineaddiction on TikTok: A quantitative content analysis of top-viewed posts
title_sort nicotineaddiction on tiktok a quantitative content analysis of top viewed posts
topic social media
nicotine addiction
e-cigarettes
url http://www.tobaccoinduceddiseases.org/-Nicotineaddiction-on-TikTok-A-quantitative-content-analysis-of-top-viewed-posts,151868,0,2.html
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AT meghanbmoran nicotineaddictionontiktokaquantitativecontentanalysisoftopviewedposts