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Categorizing IQOS-Related Twitter Discussions

International journal of environmental research and public health, 2021-04, Vol.18 (9), p.4836 [Peer Reviewed Journal]

2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;2021 by the authors. 2021 ;ISSN: 1660-4601 ;ISSN: 1661-7827 ;EISSN: 1660-4601 ;DOI: 10.3390/ijerph18094836 ;PMID: 33946546

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  • Title:
    Categorizing IQOS-Related Twitter Discussions
  • Author: Barker, Joshua O ; Vassey, Julia ; Chen-Sankey, Julia C ; Allem, Jon-Patrick ; Cruz, Tess Boley ; Unger, Jennifer B
  • Subjects: Cigarette smoking ; Cigarettes ; Content analysis ; Electronic cigarettes ; Flammability ; Marketing ; News media ; Policies ; Risk reduction ; Smoking ; Social networks ; Teenagers ; Tobacco
  • Is Part Of: International journal of environmental research and public health, 2021-04, Vol.18 (9), p.4836
  • Description: (1) Background: The heated tobacco product IQOS, by Philip Morris International, is now available in over 55 countries, including the United States. Social media sites such as Twitter are often used to promote or discuss tobacco products, though prior research has not examined how IQOS is presented on Twitter. (2) Methods: This study collected and categorized Twitter conversations involving IQOS. A manual content analysis was performed on N = 3916 English tweets related to IQOS published internationally between 1 January 2020 and 30 June 2020. (3) Results: Most tweets were either online marketing for IQOS (32.3%) or personal testimonials related to IQOS use (34.2%). Personal testimonial tweets made harm reduction claims about IQOS either as an avenue to quit smoking/tobacco use (3.4%), or in comparison to combustible cigarettes (2.0%). Tobacco policy-related tweets were detected (13.9%), split between discussions of United States (4.9%) and international (4.4%) policies. News media tweets (14.2%) were also detected. (4) Conclusions: Our study suggests IQOS may be understood as a less harmful alternative to vaping and combustible cigarettes. Discussions also suggest IQOS is likely to be used to avoid clean air policies or used in areas in which smoking is restricted.
  • Publisher: Switzerland: MDPI AG
  • Language: English
  • Identifier: ISSN: 1660-4601
    ISSN: 1661-7827
    EISSN: 1660-4601
    DOI: 10.3390/ijerph18094836
    PMID: 33946546
  • Source: Geneva Foundation Free Medical Journals at publisher websites
    PubMed Central
    ProQuest Central
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