Table 3.
Analysis of captions and comments associated with images from selected oral health-related hashtags posted before or on 31 July 2020.
| Image caption elements | No. (%) of total caption elements (N = 2,246) | % of captions (N = 1,071) |
|---|---|---|
| Praising, complementing, and/or agreeing with others | 12 (0.5%) | 12 (1.1%) |
| Disagreeing with/critiquing others | 2 (0.1%) | 2 (0.2%) |
| General complaining | 2 (0.1%) | 2 (0.2%) |
| Thanking | 17 (0.8%) | 17 (1.6%) |
| Recommending products | 12 (0.5%) | 12 (1.1%) |
| Giving advice/tips, but not recommending products | 384 (17.1%) | 384 (35.9%) |
| General information on oral health and dental care | 765 (34.1%) | 765 (71.4%) |
| Promotional captions | 372 (16.6%) | 372 (34.7%) |
| Reflecting on personal experiences not related to child | 77 (3.4%) | 77 (7.2%) |
| Reflecting on personal experiences related to child | 304 (13.6%) | 304 (28.4%) |
| Opinion/reflection on dental care/oral health practices and ideas | 150 (6.7%) | 150 (14.0%) |
| Expressing concern with cultural, societal, or financial components of oral health | 5 (0.2%) | 5 (0.5%) |
| Research-related caption | 34 (1.5%) | 34 (0.2%) |
| Asking a question (nonrhetorical) | 56 (2.5%) | 56 (5.2%) |
| Other | 54 (2.4%) | 54 (5.0%) |
| Content discussion elements | No. (%) of total discussion elements (N = 2,610) | % of discussions (N = 173) |
| Giving advice, tips, and/or explanations, but not recommending products | 731 (28.0%) | 138 (78.8%) |
| Asking a question and/or requesting further information | 450 (17.2%) | 127 (73.4%) |
| Praising, complementing, and/or agreeing with a caption/comment | 445 (17.0%) | 129 (74.6%) |
| Praising, complementing, and/or agreeing with another user, without regard for their original caption/comment | 179 (6.9%) | 49 (28.3%) |
| Disagreeing with, contesting, and/or critiquing a caption/comment | 8 (0.3%) | 5 (2.9%) |
| Disagreeing with, contesting, and/or critiquing another user, without regard for their original caption/comment. | 3 (0.1%) | 3 (1.7%) |
| Including another Instagram user | 298 (11.4%) | 95 (54.9%) |
| Thanking | 256 (9.8%) | 111 (64.2%) |
| Reflecting on personal experiences related to child | 114 (4.4%) | 47 (27.2%) |
| Reflecting on personal experiences not related to child | 41 (1.6%) | 24 (13.9%) |
| Reflecting positively on dental care/oral health practices and ideas | 11 (0.4$) | 5 (2.9%) |
| Reflecting negatively on dental care/oral health practices and ideas | 8 (0.3%) | 5 (2.9%) |
| Expressing concern with cultural, societal, or financial component of oral health | 6 (0.2%) | 6 (3.5%) |
| Recommending products | 5 (0.2%) | 2 (1.2%) |
| General complaining | 4 (0.2%) | 3 (1.7%) |
| Other | 51 (2.0%) | 35 (20.2%) |