Table 1.

Distribution of tweets by 3 mutually exclusive categories in the analytic set (n=2796): direct marketing/retail, news/information, and personal testimonials.

Categoriesa			Tweets, n	Corpus (%)	Category (%)	Example
Personal testimonials: sharing one’s opinions or direct/indirect experiences of HTPsb, including perspective from users and nonusers			1613	57.7	100	Happy that TGAc rejected the selling of heated tobacco products in Australia due to public health and potential harm [URL]
	Valence
		Positive	495	17.7	30.7	I recently bought an IQOS and since then, only smoked 2 cigarettes instead of 30-40. Good cut [URL]
		Neutral	746	26.7	46.2	Watch me buy IQOS after [@] posted it. Always a trigger for me lol
		Negative	372	13.3	23.1	Why are the people that do the IQOS kiosks in Racetrack super friendly? Like you don’t expect someone selling you cancerous products to be as nice as almost all of them are. But they are.
	Content
		Flavor or taste	30	1.1	1.9	[@] I should accept that I couldn’t stop smoking and start vaping. I missed the tobacco taste. Then enters IQOS, now that’s good.
		Experiential remarks	270	9.7	16.7	IQOS smells like farts. How do you smoke that?!
		Information seeking	307	11.0	19.0	[@] Hi, I bought IQOS yesterday and the blade broke. Can you help?
		Comparison to combustible tobacco	401	14.3	24.9	The FDAd has approved #iQOS’ [MRTPe] application to claim IQOS is safer than cigarettes, encouraging tobacco companies to make safer products. That’s sound public policy.
		Comparison to ENDSf	252	9.0	15.6	#IQOS is a joke. Get a vape or loose leaf vaporizer and avoid being subject to a single brand and its flavors
		Tobacco marketing strategies	198	7.1	12.3	I declined an offer to try IQOS for free by an IQOS salesman. She turned away with a disgusted look #IQOS
News/information: news articles, statements, or summaries of information and facts about HTPs			862	30.8	100	New study demonstrates that heated tobacco products caused a notable reduction in Japan for combustible cigarettes sales. Read more: [URL]
	Comparison to combustible tobacco		192	6.9	22.3	EUg countries request #electronic #cigarettes and HTPs to be #taxed like traditional tobacco products [@] #ecigarette #vaping [URL]
	Comparison to ENDS		81	2.9	9.4	New study at Queen Mary University of London shows that IQOS was less effective for reducing cravings since it yielded less nicotine compared to JUUL. [URL] #VapeNews #Stoptober #vape
	Tobacco marketing strategies		113	4.0	13.1	Following video with [@] discusses how the tobacco industry in Guatemala continues using old strategies to promote new products, such e-cigarettes and heated tobacco products. [URL]
	Referring to scientific evidence		225	8.0	26.1	Only 10 of the 62 harmful compounds found in a new IQOS experiment were found in previous studies. Get help for free to quit at [URL] or [Phone number]
Direct marketing/retail: selling or promoting HTPs through direct marketing claims, including promoting point of sales			321	11.5	100	[@] New Marlboro IQOS Heat Sticks Black Menthol Flavor, available for international delivery [URL]
	Direct marketing/retail: flavor		66	2.4	20.6	Promotion!!! Taste Amber, Yellow, Turquois, Purple [flavors]. You can pay via Alipay. #iqos #heets #amber #yellow #torquois #purple #heatnoburn #smoke [URL]
	Direct marketing/retail: product features		84	3.0	26.2	Easily eject heat sticks via a sliding button instead of cap removal. Learn more [URL] #london #uk #hnb [URL]

^aNote: The 3 categories (direct marketing/retail, news/information, and personal testimonials) are mutually exclusive. Within personal testimonials, the 3 valence groups are also mutually exclusive. The remaining content themes within each category are not mutually exclusive. [@], [URL], and [Phone number] indicate redacted information.

^bHTP: heated tobacco product.

^cTGA: Therapeutic Goods Administration.

^dFDA: Food and Drug Administration.

^eMRTP: modified risk tobacco product.

^fENDS: electronic nicotine delivery systems.

^gEU: European Union.