Table 1.

Definition of marketing tactics and message framing used in the analysis for this paper.

Variable		Description
Marketing tactic	Direct advertising	Promotes the sale or use of tobacco and new nicotine and tobacco products, such as e-cigarettes and heated tobacco products, in a general way.
	Price promotions	Promotes the sale or use of tobacco products through price discounting.
	Events, occasions, sponsorships	Pairs the tobacco product brand with events, occasions, sponsorships and contests. Any publicized events, occasions or contests, used for promoting tobacco companies, including “any form of contribution,” financial or otherwise.
	Corporate social responsibility	Pairs the company/brand or product with socially responsible activities (e.g., water conservation projects, financing vaccination drives)
	General profile raising	Intended to raise the profile of the brand/company but does not fall into any of the other categories.
Message framing	Community celebrations and festivals	Posts commemorating a specific event or community celebration. This category also includes posts commemorating birthdays or deaths of famous people including religious figures and politicians.
	Entertainment	Posts that promote the product as being entertaining and fun. This category also includes posts that use entertainment-related content including memes, funny videos or jokes.
	Environment eco-awareness	Any post that addresses climate change, conservation, sustainable development goals, or support for environment/conservation.
	Glamorization	Posts that associate use of products as aspirational, luxurious or part of an ideal, fashionable lifestyle.
	Health claims	Posts that present the product as healthier than other products or as less harmful than conventional tobacco products.
	Informational	Posts that instruct viewers how to use a product. This category also includes posts that provide background information on the company.
	Personal care and wellness	Posts that associate products with relaxation or stress management. This category also includes posts that frame products as being used for social bonding, including forming community around use of the product with like-minded peers.
	Product features	Posts that primarily emphasize the available choices of product flavors and design including device colors, as well as technical specifications of the product. Posts without any text descriptions or keywords that only display the product are also included in this category.
	Social welfare	Posts that showcase activities sponsored or supported by the company/brand that are meant to improve their public image. Any posts associating the company with social welfare schemes, livelihood initiatives, women's empowerment, entrepreneurship, educational scholarships, etc.