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An Examination of Electronic Cigarette Content on Social Media: Analysis of E-Cigarette Flavor Content on Reddit

Author

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  • Lei Wang

    (College of Management and Economics, Tianjin University, Tianjin 300072, China)

  • Yongcheng Zhan

    (Department of Management Information Systems, University of Arizona, Tucson, AZ 85721, USA)

  • Qiudan Li

    (The State Key Laboratory of Management and Control for Complex Systems, Institute of Automation, Chinese Academy of Sciences, Beijing 100190, China)

  • Daniel D. Zeng

    (Department of Management Information Systems, University of Arizona, Tucson, AZ 85721, USA
    The State Key Laboratory of Management and Control for Complex Systems, Institute of Automation, Chinese Academy of Sciences, Beijing 100190, China)

  • Scott J. Leischow

    (Mayo Clinic, Scottsdale, AZ 85259, USA)

  • Janet Okamoto

    (Mayo Clinic, Scottsdale, AZ 85259, USA)

Abstract

In recent years, the emerging electronic cigarette (e-cigarette) marketplace has shown great development prospects all over the world. Reddit, one of the most popular forums in the world, has a very large user group and thus great influence. This study aims to gain a systematic understanding of e-cigarette flavors based on data collected from Reddit. Flavor popularity, mixing, characteristics, trends, and brands are analyzed. Fruit flavors were mentioned the most ( n = 15,720) among all the posts and were among the most popular flavors ( n = 2902) used in mixed blends. Strawberry and vanilla flavors were the most popular for e-juice mixing. The number of posts discussing e-cigarette flavors has increased sharply since 2014. Mt. Baker Vapor and Hangen were the most popular brands discussed among users. Information posted on Reddit about e-cigarette flavors reflected consumers’ interest in a variety of flavors. Our findings suggest that Reddit could be used for data mining and analysis of e-cigarette-related content. Understanding how e-cigarette consumers’ view and utilize flavors within their vaping experience and how producers and marketers use social media to promote flavors and sell products could provide valuable information for regulatory decision-makers.

Suggested Citation

  • Lei Wang & Yongcheng Zhan & Qiudan Li & Daniel D. Zeng & Scott J. Leischow & Janet Okamoto, 2015. "An Examination of Electronic Cigarette Content on Social Media: Analysis of E-Cigarette Flavor Content on Reddit," IJERPH, MDPI, vol. 12(11), pages 1-20, November.
    • Handle: RePEc:gam:jijerp:v:12:y:2015:i:11:p:14916-14935:d:59199
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    References listed on IDEAS

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    1. Konstantinos E. Farsalinos & Giorgio Romagna & Dimitris Tsiapras & Stamatis Kyrzopoulos & Alketa Spyrou & Vassilis Voudris, 2013. "Impact of Flavour Variability on Electronic Cigarette Use Experience: An Internet Survey," IJERPH, MDPI, vol. 10(12), pages 1-11, December.
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    2. Yulin Hswen & Elad Yom-Tov, 2021. "Analysis of a Vaping-Associated Lung Injury Outbreak through Participatory Surveillance and Archival Internet Data," IJERPH, MDPI, vol. 18(15), pages 1-17, August.
    3. Shaoying Ma & Zefeng Qiu & Qian Yang & John F. P. Bridges & Jian Chen & Ce Shang, 2022. "Expanding the E-Liquid Flavor Wheel: Classification of Emerging E-Liquid Flavors in Online Vape Shops," IJERPH, MDPI, vol. 19(21), pages 1-14, October.
    4. Sara K. Berkelhamer & Justin M. Helman & Sylvia F. Gugino & Noel J. Leigh & Satyan Lakshminrusimha & Maciej L. Goniewicz, 2019. "In Vitro Consequences of Electronic-Cigarette Flavoring Exposure on the Immature Lung," IJERPH, MDPI, vol. 16(19), pages 1-15, September.
    5. Geissinger, Andrea & Laurell, Christofer & Öberg, Christina & Sandström, Christian, 2023. "Social media analytics for innovation management research: A systematic literature review and future research agenda," Technovation, Elsevier, vol. 123(C).
    6. Ratika Sharma & Britta Wigginton & Carla Meurk & Pauline Ford & Coral E. Gartner, 2016. "Motivations and Limitations Associated with Vaping among People with Mental Illness: A Qualitative Analysis of Reddit Discussions," IJERPH, MDPI, vol. 14(1), pages 1-15, December.

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