Table 4.
The 10 most prevalent themes.
| Tweet content | Year | Total (N=4432), n (%) | ||||
| 2012 (N=570), n (%) | 2014 (N=1196), n (%) | 2016 (N=1377), n (%) | 2018 (N=1289), n (%) | |||
| Advertising or promotion | 268 (47.02) | 685 (57.27) | 633 (45.97) | 436 (33.82) | 2040 (46.03) | |
|
|
Price promotion | 77 (28.73) | 80 (11.68) | 152 (24.01) | 88 (20.18) | 397 (19.46) |
| Brand name | 124 (21.75) | 302 (25.25) | 448 (32.53) | 364 (28.24) | 1238 (27.93) | |
| E-cigarette use or intent | 76 (13.33) | 254 (21.24) | 358 (26.00) | 282 (21.88) | 970 (21.89) | |
| Cessation or alternative | 105 (18.42) | 182 (15.23) | 136 (9.88) | 293 (22.75) | 716 (16.16) | |
|
|
Positive | 100 (95.24) | 176 (96.70) | 130 (95.59) | 274 (93.52) | 680 (94.97) |
|
|
Negative | 1 (0.95) | 4 (2.20) | 2 (1.45) | 13 (4.44) | 20 (2.79) |
|
|
Neutral | 4 (3.81) | 2 (1.14) | 4 (2.94) | 6 (2.05) | 16 (2.24) |
| Health and safety | 67 (11.75) | 161 (13.46) | 139 (10.09) | 314 (24.38) | 681 (15.37) | |
|
|
Positive | 51 (76.12) | 114 (70.81) | 91 (65.47) | 198 (63.06) | 454 (66.66) |
|
|
Negative | 10 (14.93) | 36 (22.36) | 36 (25.90) | 101 (32.17) | 183 (26.87) |
|
|
Neutral | 6 (8.96) | 11 (6.83) | 12 (8.63) | 15 (4.77) | 44 (6.46) |
| Retailer name | 78 (13.68) | 234 (19.57) | 136 (9.88) | 201 (15.61) | 649 (14.64) | |
| Flavor | 39 (6.84) | 145 (12.12) | 139 (10.09) | 184 (14.29) | 507 (11.44) | |
| Views on regulation or policy | 6 (1.05) | 45 (3.76) | 64 (4.65) | 192 (14.91) | 307 (6.97) | |
|
|
Liberal | 3 (50.00) | 36 (80.00) | 58 (90.63) | 151 (78.65) | 248 (80.78) |
|
|
Cautious | 3 (50.00) | 6 (13.33) | 5 (7.81) | 40 (20.83) | 54 (17.60) |
|
|
Neutral | 0 (0) | 3 (6.66) | 1 (1.56) | 1 (0.52) | 5 (1.63) |
| Community or subculture | 18 (3.16) | 48 (4.01) | 84 (6.10) | 155 (12.03) | 305 (6.88) | |
| Nicotine | 19 (3.33) | 42 (3.51) | 89 (6.46) | 143 (11.10) | 293 (6.61) | |