Table III.
Frequencies and average references to thematic content in CPM videos
| Video ID | Smoothness/ easier to smoke | Reducing smoking risks | Taste enhancement | Changing the burn rate |
|---|---|---|---|---|
| V001 | 0 | 0 | 0 | 0 |
| V002 | 0 | 0 | 0 | 0 |
| V003 | 1 | 0 | 0 | 0 |
| V004 | 2 | 1 | 0 | 0 |
| V005 | 0 | 0 | 0 | 0 |
| V006 | 0 | 0 | 0 | 0 |
| V007 | 3 | 0 | 0 | 0 |
| V008 | 0 | 1 | 0 | 0 |
| V009 | 0 | 2 | 0 | 0 |
| V010 | 0 | 1 | 0 | 0 |
| V011 | 5 | 0 | 0 | 0 |
| V012 | 2 | 2 | 0 | 1 |
| V013 | 1 | 0 | 0 | 0 |
| V014 | 2 | 2 | 0 | 0 |
| V015 | 2 | 7 | 1 | 0 |
| V016 | 4 | 4 | 0 | 0 |
| V017 | 0 | 0 | 1 | 0 |
| V018 | 3 | 0 | 2 | 0 |
| V019 | 3 | 0 | 0 | 0 |
| V020 | 4 | 0 | 0 | 2 |
| V021 | 0 | 0 | 0 | 0 |
| V022 | 0 | 0 | 0 | 0 |
| V023 | 2 | 0 | 0 | 1 |
| V024 | 0 | 0 | 0 | 0 |
| V025 | 0 | 0 | 0 | 0 |
| V026 | 6 | 0 | 0 | 2 |
|
| ||||
| Percentage videos | 53.8% | 30.7% | 11.5% | 15.4% |
| Avg. references/ video | 2.84 | 2.50 | 1.33 | 1.50 |
| Reliability | 0.77 | 0.84 | 0.91 | 0.98 |