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Live, Love, Juul: User and Content Analysis of Twitter Posts about Juul

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Objectives: In this study, we identified patterns of communication around Juul use and users on Twitter.Methods: Public tweets were collected from April 27, 2018 until June 27, 2018. We categorized 1008 randomly selected tweets on 4 dimensions: user type, sentiment, genre, and theme. Results: Most tweets were through personal accounts followed by ones of the tobacco industry. Participation by anti-tobacco campaigners, educational, and governmental entities was limited. Posts were mostly about first-hand use, use intentions, and personal opinions. Tweets advocating Juul were most common; meanwhile a handful of tweets discouraged Juul use. Young women, young men, and the tobacco industry expressed positive sentiments about Juul. Conclusions: Twitter data are a rich source of public communication to complement surveillance of emerging tobacco products. Youth actively and positively communicate about Juul on Twitter. Educational content and strategies must be examined for curtailing dissemination of positive sentiments and advocacy that normalize and promote Juul use among youth and non-smokers. We observed limited evidence supporting a claim for Juul to be a smoking cessation adjunct.
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Keywords: CONTENT ANALYSIS; ELECTRONIC CIGARETTES; JUUL; SMOKING; SOCIAL MEDIA; TWITTER

Document Type: Research Article

Affiliations: 1: Department of Information Sciences & Technology, George Mason University, Fairfax, VA;, Email: [email protected] 2: Department of Information Sciences & Technology, George Mason University, Fairfax, VA 3: Habib Karbasian Department of Information Sciences & Technology, George Mason University, Fairfax, VA 4: Gamification Group, Faculty of Humanities, University of Turku, Finland

Publication date: March 1, 2019

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  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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