Table 1.
Characteristics of brand-generated Instagram posts and differences by brand, 2017-2018
| Kandypens % (n=731) |
Gpen % (n=454) |
Pax % (n=71) |
Overall % (n=1256) |
P-valuea | Median likes (IQR) |
|
|---|---|---|---|---|---|---|
| Posts featuring individuals | ||||||
| Features a person/people | 80.4 | 17.4 | 33.8 | 55.0 | <.0001 | 405.0 (555.0) |
| 1 person | 83.8 | 78.5 | 87.5 | 83.4 | 0.104 | 409.0 (514.75) |
| 2+ people | 16.2 | 21.5 | 12.5 | 16.6 | 393.0 (992.0) | |
| Female(s) | 90.1 | 40.5 | 54.2 | 83.9 | <.0001 | 407.0 (616.5) |
| Male(s) | 12.2 | 65.8 | 45.8 | 17.3 | <.0001 | 373.0 (450.0) |
| Person using vaporizer | 70.2 | 57.0 | 50.0 | 68.0 | 0.0093 | 405.5 (600.0) |
| Health and risk statements | ||||||
| Mentions health benefitsb | 0.3 | 0.2 | 0.0 | 0.2 | 0.8987 | 1814.0 (2304.0) |
| Includes health risk/warning statement | 0.3 | 13.9 | 0.0 | 5.2 | <.0001 | 487.0 (362.5) |
| Mentions age restrictions | 0.0 | 0.7 | 1.4 | 0.3 | 0.0356 | 839.0 (1157.25) |
| Cannabis references | ||||||
| Cannabis-related terminologyc | 2.2 | 18.5 | 16.9 | 8.9 | <.0001 | 514.5 (413.5) |
| Cannabis plant or image of cannabis | 2.3 | 23.8 | 0.0 | 10.0 | <.0001 | 540.0 (448.5) |
| Depicts vapor from product | 32.6 | 5.5 | 4.2 | 21.2 | <.0001 | 398.0 (339.0) |
| Co-marketing activities | ||||||
| Features other company or product(s)d | 19.6 | 55.3 | 9.9 | 31.9 | <.0001 | 479.0 (485.5) |
| Tags Instagram user(s)e | 35.2 | 28.4 | 62.0 | 34.3 | <.0001 | 528.0 (672.5) |
| Occupation of tagged users | n=371 | n=202 | n=66 | n=639 | <.0001 | |
| Musician | 30.7 | 51.0 | 6.1 | 34.6 | 599.0 (701.25) | |
| Cannabis influencerf | 41.8 | 15.3 | 0.0 | 29.1 | 411.0 (392.75) | |
| Unknown/other | 19.4 | 16.3 | 24.2 | 18.9 | 569.5 (618.75) | |
| Artist | 6.2 | 10.9 | 22.7 | 9.4 | 500.0 (562.5) | |
| Photographer | 1.4 | 3.5 | 39.4 | 5.9 | 855.0 (565.25) | |
| Athlete | 0.0 | 2.0 | 7.6 | 1.4 | 743.0 (614.5) | |
| Actor | 0.5 | 1.0 | 0.0 | 0.6 | 2388.0 (2492.0) | |
| Features cartoon imageg | 3.1 | 8.2 | 11.3 | 5.4 | <.0001 | 779.5 (1281.5) |
| Lists product price | 6.0 | 15.6 | 12.7 | 9.9 | <.0001 | 423.0 (337.0) |
a
Differences by brand assessed using Chi-Square test
b
Explicit connection of product use with health claim (e.g., better sleep, reduced anxiety)
c
Synonyms for marijuana (e.g., bud, cannabis, herb, grass) or forms of marijuana (e.g., wax, oils, flower)
d
Name or image of product of another company is featured prominently in the post
e
Instagram "handle" or username owned by individual is listed in post
f
Instagram users with established relationships with cannabis brands that promote their products through the platform
g
Drawn or symbolic images of people or animals.