Table 2. Definitions for all codebook themes and their frequencies.
| Content category and code | Definition | Example | TikTok (n=453), n (%) | Instagram (n=434), n (%) |
|---|---|---|---|---|
| Account type | ||||
| Commercial |
The post is authored by a supplier, distributor, or marketer of Zyn or ONPa products. | A local distributor shows their Zyn stock in the post. | 84 (18.5) | 207 (47.7) |
| Athlete | The post is authored by or features a school, college, or professional athlete. | A college athlete discusses their use of Zyn before big games. | 5 (1.1) | 4 (0.9) |
| Adolescent appearance | The post features any individual who appears to be between the ages of 11 and 18 years. | A boy who appears to be middle-school age uses Zyn in the video. | 12 (2.7) | 0 (0) |
| Young adult appearance | The post features any individual who appears to be between the ages of 18 and 20 years. | A man who appears to be college age uses Zyn in the video. | 110 (24.2) | 24 (5.5) |
| Influencer | The post is authored by an account with 10,000 or more followers. | An individual with 16,000 followers makes a post featuring Zyn. | 128 (28.3) | 58 (13.4) |
| Presence of nicotine and alcohol products | ||||
| Zyn or ONP use |
The post displays or suggests the use of Zyn or ONPs. | The post shows an individual placing or keeping Zyn in their mouth. | 155 (34.1) | 4 (0.9) |
| Zyn or ONP image | The post displays a Zyn or ONP package, can, pod, or something resembling the product. | The post shows an individual holding a Zyn pack with the product taking up most of the screen. | 27 (5.6) | 262 (60.4) |
| Alcohol | The post displays or refers to alcoholic beverages. | The post contains an advertisement for margarita-flavored Zyn. | 43 (9.5) | 15 (3.5) |
| Other nicotine and tobacco products | The post displays or refers to another nicotine or tobacco product. | The post displays a pack of cigarettes or nicotine vape alongside Zyn. | 23 (5.1) | 23 (5.3) |
| Sentiment | ||||
| Pro-Zyn or pro-ONP |
Positive sentiment toward Zyn or ONPs is expressed in the post. | A student mentions that using Zyn helps them focus on their work. | 409 (90.3) | 380 (87.6) |
| Anti-Zyn or anti-ONP | Negative sentiment toward Zyn or ONPs is expressed in the post. | An adult recommends against Zyn use in the post. | 13 (2.9) | 4 (0.9) |
| Content | ||||
| Personal or proximal experience |
The post contains or describes an individual’s personal or proximal experience with Zyn or ONPs. | An athlete reports feeling dizzy and lightheaded the first time they used Zyn. | 34 (7.5) | 11 (2.5) |
| Flavorings | The post shows or mentions a flavor of Zyn or ONPs. | A post advertises a Zyn pack that is visibly cool mint flavor. | 118 (26.0) | 299 (68.9) |
| Athletics | The post contains content related to sports or athletic activity. | A post references or depicts tennis, basketball, soccer, running, swimming, or similar sports. | 31 (6.8) | 25 (5.8) |
| Bodybuilding or gym | The post contains content related to gym use, bodybuilding, muscle gain, or fitness routines. | An individual displays a bodybuilding workout and states that Zyn is part of their routine. | 11 (2.4) | 3 (0.7) |
| Unrelated content with Zyn | The post uses Zyn or ONP product imagery to promote or discuss unrelated content. | A retailer of nonnicotine products replaces the text on a Zyn tin to advertise their own product. | 8 (1.8) | 37 (8.5) |
| Purpose | ||||
| Informational |
The post provides information about Zyn/ONPs, including statistics, product use, trends, or claims. | A user presents statistics on Zyn use over the past year. | 17 (3.7) | 19 (4.4) |
| Comedic | The post uses humor, jokes, memes, or entertainment-based framing related to Zyn or ONPs. | A user makes a joke about Zyn. | 185 (40.9) | 123 (28.3) |
| Product-focused | The post displays, discusses, promotes, or centers the Zyn or ONP product. | An individual shows the Zyn product with no further explanation. | 35 (7.7) | 234 (53.9) |
| Appeal | ||||
| Youth |
The post contains elements that may appeal to children or adolescents. | A post displays a Zyn flavor that resembles the flavor of well-known candies. | 116 (25.6) | 231 (53.2) |
| Black | The post contains elements that appear to appeal to Black individuals or communities. | A post uses images or themes related to Black identity or empowerment. | 0 (0) | 0 (0) |
| Hispanic | The post contains elements that appear to appeal to Hispanic individuals or communities. | A post uses Spanish language or Hispanic cultural imagery. | 0 (0) | 0 (0) |
| Sexual or gender minorities | The post contains elements that appear to appeal to sexual or gender minority communities. | A post uses LGBTQ+b signifiers such as a pride flag. | 0 (0) | 0 (0) |
| Misinformation and misleading health claims | ||||
|
Potential misinformation |
The post contains factual claims about Zyn or ONPs that are contradicted by or could not be verified in peer-reviewed literature. | A user claims that Zyn use can improve eyesight. | 21 (4.6) | 24 (5.5) |
a
ONP: oral nicotine pouch.
b
LGBTQ: lesbian, gay, bisexual, transgender/transsexual, queer.