Table 1.

Definition for Each Theme, Descriptive Statistics, and Selected Paraphrased Twitter Posts (N = 2152)

Theme	N (%)	Definition	Paraphrased post
1. Cessation	716 (33.3)	Mentions of cessation attempts.	“I smoked for many years. Took a lot of tires and nicotine gum. Good luck!”
a. Combustible cigarette smoking cessation	418 (19.4)	Mentions of using nicotine gums for tobacco smoking cessation.	“@xxx or quit cigarettes by using nicotine gum.”
b. Vaping cessation	59 (2.7)	Mentions of using nicotine gums for vaping cessation.	“I bought some nicotine gum to quit JUUL today. Wish me good luck.”
c. Successfully cessation experience	155 (7.2)	Mentions of successful quit attempts by using nicotine gum.	“I have not used cigarettes for over 25 years now. Nicotine gum helped me to quit.”
2. Using for cognitive enhancement and/or to catch a “buzz”	102 (4.7)	Mentions of using nicotine gums for cognitive enhancement and/or improving mental health, to “catch a buzz,” an “energy hit,” and/or to get more nicotine.	“A lot of people use nicotine gum to stay focused. It is pretty good.”
3. Addicted to gum	135 (6.3)	Mentions of nicotine gum being addictive or unable to quit nicotine gum.	“I have been using nicotine gum for over 6 years. I can’t stop using it”
4. Policy	45 (2.1)	Mentions of nicotine gum and some form of tobacco policy or regulation.	“This is ridiculous. They are legalizing cannabis, but you must be 21 to buy nicotine gum.”
5. Personal experience	370 (17.2)	Posts containing a description of personal use of, or opinion about nicotine gums.	“Nicotine gum works.”
6. Marketing	98 (4.6)	Posts promoting/selling/marketing nicotine gums.	“Cinnamon Nicorette Nicotine Gum, 4mg. 200 Count. https://xxx...”
7. Price	33 (1.5)	Mentions of nicotine gum price (eg, more expensive than cigarettes or vapes).	“Smoking is cheaper than using nicotine gum.”
8. Adverse effects	63 (2.9)	Mentions of adverse effects associated with nicotine gum use.	“I just tried a nicotine gum, and I got so sick . . .”
9. Flavor/taste	133 (6.2)	Mentions of nicotine gum flavors (eg, fruit, cinnamon, mint) or taste.	“I found cinnamon flavored nicotine gum to taste pretty good.”
10. Using nicotine gum with other substances	90 (4.2)	Mentions of using nicotine gums in combination with cigarettes, marijuana, caffeine, and/or other substances	“I smoke a cigarette and use nicotine gum at the same time.”
11. Newer nontherapeutic nicotine gum brands	16 (0.7)	Mentions of novel nontherapeutic oral nicotine gum products (eg, LUCY).	“I heard Lucy nicotine gum is the best.”
12. Other	623 (29.0)	Any other posts that contain oral nicotine gum themes and not fit into any category listed in the codebook.	“How about nicotine gum?”