Table 1.
Characteristics of included studies
| Study | Year | Substance | Anti-substance hashtags | Number of videos | Video engagement metrics | Coding methods | Video creator information |
|---|---|---|---|---|---|---|---|
| Amin et al. [28] | 2024 | E-cigarettes (100%) | #quitnicotine, #quitvaping, #stoppingjuuling, #vapingcessation, #vapefree | 87 | 1.2 billion views, 110344 likes, NR comments, 655 shares | Inductive thematic analysis, PEMAT-AV | Female: 58%; Healthcare provider: 14% |
| Marynak et al. [27] | 2022 | E-cigarettes (75%), cigarettes (9%), NRT (5%) | #nicotineaddiction | 149 | NR views, 62433 likes, 740 comments, NR shares | Inductive and deductive coding | ≤21 years old: 26%; Female: 47%; LGBTQ+: 11% |
| Nugraha et al. [26] | 2024 | Cigarettes (100%) | #1Minute2Quit | 21 | N/A | Content analysis | ≤21 years old: 4.8%; Female: 15% |
| Purushothaman et al. [29] | 2022 | E-cigarettes (≥37.7%) | #nicsick | 69 | 4115 views, 648 likes, 16 comments, 4 shares | Content analysis (open inductive coding) | N/A |
| Russell et al. [31] | 2021 | Alcohol (22%), undisclosed (78%) | #addiction, #recovery, #sober | 82 | 2101821 views, 325042 likes, 6555 comments, 6653 shares | Content analysis | ≤21 years old: 3.7%; Female: 51.2%; White: 86.6% |
| Wu et al. [30] | 2024 | E-cigarettes (100%) | #quittingvaping, #quitvape, #quitvaping | 412 | 203201 views, 21185 likes, 248 comments, 368 shares | Aspect-based sentiment analysis | Healthcare provider: 2.4% |
| Xie et al. [24] | 2023 | E-cigarettes (100%) | #antivaping, #notvape, #novape, #novaping, #stopvaping, #vapeisbad, #yousuckvapes | 30 | 169350 views*, 21400 likes*, 190 comments*, 98 shares* | Hand-coding | N/A |
Nugraha et al. [26] (2024) did not distinguish engagement metrics based on platform (e.g., TikTok versus Instagram), so data were not included here. Videos analyzed in Purushothaman et al. [29] did not always explicitly state what form of nicotine was being used, but 37.7% of videos involved vaping on camera. Xie et al. [24] examined pro-vaping and anti-vaping hashtags, but only information on anti-vaping hashtags is included here. *indicates that study reported these data as median, not mean. N/A, not applicable; NR, not reported in the study; NRT, nicotine replacement therapy; PEMAT-AV, Patient Education Materials Assessment Tool for Audio-visual Materials