Normalization of Vaping on TikTok: A Mixed-Methods Approach Using Computer Vision, Natural Language Processing, and Qualitative Thematic Analysis (Preprint)

Abstract

Background: Posts on social media that depict vaping in positive social situations serve to shape expectations about vaping, suggesting it is socially acceptable. TikTok, a social media platform popular among adolescents, has such content, despite restrictions on uploading depictions or promotions of controlled substances. There is a need to understand strategies employed in promoting vaping on TikTok, especially among susceptible youth audiences. JMIR PreprintsJung et al success rate in classifying 'vaping cessation.'Our study provides valuable insights for regulatory policies and public health initiatives aimed at tackling the normalization of vaping on social media platforms.