Content analysis of instagram posts by leading cannabis vaporizer brands

Spillane, Torra E.; Wong, Bryce A.; Giovenco, Daniel P.

doi:10.1016/j.drugalcdep.2020.108353

Cited by 16 publications

(12 citation statements)

References 17 publications

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“…Furthermore, with increased liberalization of marijuana use, modalities for administering cannabis are converging with those for tobacco (Hammond et al, 2021). For instance, HTPs are being used to aerosolize marijuana (e.g., PAX brands), and some emerging cannabis products mirror contemporary HTP technologies (Spillane et al, 2021), which emphasizes the importance of capturing information not only about commercial and organic discussion of product types and brands on social media but also about the substances being referenced. Therefore, we posed the following research question:…”

Section: Introductionmentioning

confidence: 99%

Heating Up: How Early Twitter Marketing Gave Rise to Organic Word-of-Mouth About Heated Tobacco Products

Kostygina

Tran

Kim

et al. 2022

Social Media + Society

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Social media are an important marketing platform for emerging tobacco products. Heated tobacco products (HTPs) have been introduced in a limited number of local test markets in the United States as potentially reduced-exposure tobacco products. HTPs can be used to heat tobacco as well as marijuana. However, due to growing digital media promotion of these products, it is possible that public knowledge and purchasing opportunities extend beyond test markets. Research on HTP social media promotion is sparse. The objective of the present study is to assess the amount and characterize the content of HTP-related messages on Twitter. We used keyword rules to collect HTP-related posts from the Twitter Historical Powertrack from 1 August 2016 to 31 July 2021. Posts were coded for type (organic, commercial), promotional strategies (e.g., discounts, event promotion), and marijuana co-use mentions using a combination of machine learning methods and human coding. Keyword filters captured 121,012 relevant tweets posted over the period of data collection, with 46,013 (38.02%) tweets featuring commercial content. Findings revealed that there was a two-fold increase in the monthly volume of messages from August 2016 to July 2021. The proportion of organic tweets increased from 29% of all tweets in August 2016 to 73.5% in July 2021. Approximately 20.6% of tweets included mentions of marijuana, and 5,243 posts (4.3%) contained links to online retailers. Promotional tweets featured event promotion, discounts, reduced harm appeals, and fashion appeals. Tobacco control and substance use prevention initiatives should include efforts to monitor the role of social media in promoting organic word-of-mouth and normalizing novel tobacco products.

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Section: Introductionmentioning

confidence: 99%

Heating Up: How Early Twitter Marketing Gave Rise to Organic Word-of-Mouth About Heated Tobacco Products

Kostygina

Tran

Kim

et al. 2022

Social Media + Society

View full text Add to dashboard Cite

show abstract

Section: Discussionmentioning

confidence: 99%

“…Cannabis vaporizers are marketed on a wide variety of platforms including social media; on Instagram, cannabis vaporizers are followed by upwards of half a million people, and advertisements often feature young women and do not discuss age restrictions on use. 40 While states have regulations restricting the targeting of advertisements to youth, 41 enforcement is difficult. Adolescents who report engaging with cannabis promotions on social media are more likely to use cannabis, 42 and thus efforts to reduce exposure to marketing is critical to curbing high levels of adolescent use.…”

Section: Discussionmentioning

confidence: 99%

Frequency of adolescent cannabis smoking and vaping in the United States: Trends, disparities and concurrent substance use, 2017–19

et al. 2022

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Aim: To quantify the trends in frequent and occasional cannabis vaping, demographic differences and concurrent nicotine and alcohol use.Design: Observational study. Survey-weighted multinomial logistic regression models assessed trends and disparities in past 30-day cannabis use. Trends were assessed overall and by sex, race/ethnicity, parental education and urbanicity. Multinomial logistic regression models also estimated associations of cannabis use (none, use without vaping, use with vaping) with past 2-week binge drinking and past 30-day nicotine/tobacco use.

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“…Measurement of HTP use faces an analogous issue with loose-leaf vapourisers, which can be used to aerosolise dried plant material, including both tobacco and cannabis. While the PAX vapouriser was originally marketed in the early 2010s as a device to heat loose-leaf tobacco,35 the manufacturer has since embraced PAX’s popularity among cannabis users and now advertises their devices exclusively as dry-herb cannabis vapourisers 36. Because PAX devices can be used for heating tobacco, they were listed as an example brand in the WHO’s 2020 HTP information sheet37 and have been included as an HTP device brand choice in some tobacco use surveys 18.…”

Section: Challenges Of Measuring Electronic Inhalable Nicotine Produc...mentioning

confidence: 99%

Assessing use of inhalable nicotine products within complex markets: the dilemma of heated tobacco products

Miller

Smith

et al. 2022

Tob Control

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The introduction of electronic inhalable products, such as nicotine vaping products (NVPs) and heated tobacco products (HTPs), has further diversified the nicotine market landscape. This poses unique challenges in measuring self-reported nicotine use behaviours, which have been the hallmark of tobacco surveillance systems. This paper raises concerns of potential measurement error for electronic inhalable product use in surveys due to similarities in product design between NVPs and HTPs, as well as changing trends in cannabis administration. We identify several strategies for addressing this issue (eg, including descriptive preambles in surveys that differentiate product classes from one another; incorporating survey questions that probe beyond an initial question regarding product use). In the absence of comprehensive validation studies, caution is warranted when interpreting survey results that rely on self-reported HTP use.

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Content analysis of instagram posts by leading cannabis vaporizer brands

Cited by 16 publications

References 17 publications

Heating Up: How Early Twitter Marketing Gave Rise to Organic Word-of-Mouth About Heated Tobacco Products

Heating Up: How Early Twitter Marketing Gave Rise to Organic Word-of-Mouth About Heated Tobacco Products

Frequency of adolescent cannabis smoking and vaping in the United States: Trends, disparities and concurrent substance use, 2017–19

Assessing use of inhalable nicotine products within complex markets: the dilemma of heated tobacco products

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