Table 1.

Content cluster themes and associated summary statistics (n=222,917).

Year and topic			Results, n (%)		VADERa, meanb		Retweets, meanc		Likes, meanc		Quotes, meanc		Botometer scored
2020 (n=70,215)
	Sarcasm/humor	38,242 (54.5)		0.16		0.82		9.10		0.12		0.37
	DJe health benefits	5804 (8.3)		0.37		1.17		5.39		0.21		0.52
	Perrier ad	1320 (1.9)		–0.93		0.00		0.12		0.01		0.88
	Unclear/general	1458 (2.1)		0.03		0.32		4.28		0.07		0.37
	DJ progress	3372 (4.8)		0.24		0.85		9.04		0.10		0.48
	Perrier ad II	1334 (1.9)		0.93		0.00		0.13		0.01		0.88
	DJ resources	16,390 (24.1)		0.36		0.77		4.18		0.10		0.44
	Support & engagement	1755 (2.5)		0.29		0.50		7.80		0.08		0.39
	Entire 2020 data set	N/Af		0.18		0.55		5.01		0.01		0.54
2021 (n=86,378)
	DJ nearly over	6190 (7.2)		0.2		0.72		12.39		0.17		0.49
	Heineken 0.0. ad	953 (1.1)		0.61		0.007		0.07		0.003		0.9
	DJ reflections	56,823 (65.8)		0.14		0.78		13.76		0.14		0.49
	DJ resources	17,374 (20.1)		0.35		0.76		8.16		0.18		0.55
	DJ & pandemic	3305 (3.8)		0.19		0.455		13.98		0.11		0.47
	DJ general topic	1733 (2.0)		0.02		2.8		29.32		0.27		0.44
	Entire 2021 data set	N/A		0.25		0.92		12.95		0.15		0.56
2022 (n=66,324)
	Starting DJ	2242 (3.4)		0.24		1.03		16.81		0.27		0.5
	Academic self-promotion	1254 (1.9)		0.533		0.02		0.04		0.005		0.82
	DJ health benefits	42,894 (64.7)		0.17		0.88		14.03		0.13		0.52
	Pre-DJ binge drinking	15,183 (22.9)		0.37		0.7		5.85		0.09		0.67
	General DJ topic	1447 (2.2)		0.03		0.4		7.97		0.07		0.52
	DJ participation & outlook	3304 (5.0)		0.23		0.79		13.38		0.11		0.49
	Entire 2022 data set	N/A		0.26		0.64		9.6		0.11		0.59
Total			N/A		0.23		0.70		9.19		0.09		0.56

^aVADER: Valence Aware Dictionary and Sentiment Reasoner.

^bMean scores were derived from scores ranging from –.99 (high negative affect) to .99 (high positive affect).

^cA score of 1 indicates 1 retweet, like, or quote.

^dBotometer scores range from .01 (low bot account likelihood) to .90 (high bot account likelihood).

^eDJ: Dry January.

^fNot applicable.