Table 1.

Frequencies and definitions of themes and codes in user testimonials on juul.com community (N = 220)

Theme	Code	n(%)	Definition	Sample quotations
Using JUUL	Unique benefits of JUUL	70 (31.8)	Discusses JUUL’s unique benefits. May include information about the usability, function, design, pricing, or “feel” (i.e., puff or nicotine level).	“I love the small size and convenience of the device. I appreciate the thought that went into making the product appeal to smokers.” (Barbie, 46) “I appreciate that JUUL is purely simple and effectives. The ease of use. The great taste and real feel. No more smoke smell.” (Antony, 32)
	How to use JUUL	28 (12.7)	Discusses how to use JUUL. May include general directions on using JUUL (i.e., beginning “gradually” or “slowly”) or provide tips on specific puffing techniques.	“Give it an honest try. Carry it with you with your smokes. Take a few pulls here and there.” (Daniel, 32) “Be careful not to hit as hard as you would a cigarette. Draw in slowly.” (Patti, 51)
Comparing JUUL to other tobacco/nicotine products	Shared JUUL and cigarette characteristics	16 (7.3)	Discusses similarities between JUUL and cigarettes. It may be general (e.g., JUUL "feels like a cigarette" or "feels like smoking") or mention specific sensory experiences (e.g., nicotine level or flavor).	“The draw is very similar to a cigarette so the transition is a breeze.” (Kimberly, 39) “I appreciate the quick fix and the taste that is appreciative of a cigarette.” (Tim, 29)
	Benefits of JUUL vs. cigarettes / cigarette smoking	18 (8.2)	Discusses specific benefits of JUUL vs smoking/cigarettes.	“JUUL to me means not smelling like smoke or having to go outside to smoke” (Daniel 38) “JUUL means I can still enjoy the please I obtain smoking/vaping without the stink, mess, judgment, and stress.” (Regina, 57)
	Benefits of JUUL vs. other e-cigarettes	8 (3.6)	Discusses specific benefits of JUUL vs other e-cigarette or vaping devices.	“It’s not messy, as time consuming, and involved as other methods for vaping.” (Jai, 39)
General statements	Favorable	19 (8.6)	General favorable statement about JUUL that is not encompassed by an existing code.	“Great product. Highly recommend.” (Erick, 38)
	Motivational	38 (17.3)	General motivational statement about JUUL or using JUUL that is not encompassed by an existing code.	“Give it a chance. It really works.” (Michelle, 55) “Just use it. Give it a serious attempt and it will work.” (Garrett, 38)
JUUL and switching/cessation	“Switching” to JUUL from smoking	21 (9.5)	Implicitly or explicitly discusses switching, changing, or transitioning to JUUL from cigarettes or smoking.	I love it. I absolutely love it, and I’m trying to get everyone who smokes to switch to JUUL.” (Bobby, 35) “After 35 years of being a smoker, my friend convinced me to just try hers. Best decision I ever made. I no longer smoke cigarettes.” (Jennifer, 49) “If you really want to stop smoking cigarettes JUUL is the best thing to go to. I started using JUUL bask in May. You got this.” (Mindi, 43)
	JUUL as a smoking “alternative”	2 (0.9)	Discusses JUUL as a cigarette, tobacco, or smoking “alternative”.	“This is a great alternative to actual tobacco products. Enjoy!” (Dale, 55)