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. 2023 Feb 13;25:e42863. doi: 10.2196/42863

Table 2.

Sample characteristics of posts and comments by year.

Characteristics Overall Behind the Haze VA Campaign for Tobacco-Free Kids Smoke Free US The Real Cost Tobacco Prevention Toolkit Truth Initiative CDCa Tobacco Free
Overall

Posts and comments, n (%) 28,629/28,629 (100) 130 (0.5) 6363 (22.2) 366 (1.3) 6140 (21.4) 421 (1.5) 13,997 (48.9) 1212 (4.2)

Comments, mean (SD) 242 (422) 10 (14) 525 (758) 9 (14) 255 (201) 1 (3) 145 (174) 6 (9)

Shares, mean (SD) 243 (472) 4 (8) 396 (471) 2 (2) 570 (758) 4 (6) 66 (73) 18 (21)

Likes, mean (SD) 1711 (3127) 25 (45) 3150 (3882) 9 (6) 3930 (4128) 8 (7) 342 (507) 25 (27)
2018

Posts and comments, n (%) 7700/28,629 (26.9) N/Ab N/A N/A 5728/7700 (74.4) 3/7700 (0.04) 1969/7700 (25.6) N/A

Comments, mean (SD) 216 (197) N/A N/A N/A 272 (197) 11 (0) 55 (57) N/A

Shares, mean (SD) 466 (708) N/A N/A N/A 610 (769) 14 (0) 47 (42) N/A

Likes, mean (SD) 3199 (3982) N/A N/A N/A 4211 (4134) 32 (0) 259 (811) N/A
2019

Posts and comments, n (%) 11,537/28,629 (40.3) 60/11,537 (0.5) 1097/11,537 (9.5) N/A 199/11,537 (1.7) 119/11,537 (1.0) 9652/11,537 (83.7) 410/11,537 (3.6)

Comments, mean (SD) 157 (184) 16 (18) 24 (19) N/A 20 (26) 1 (3) 184 (189) 10 (11)

Shares, mean (SD) 78 (86) 8 (10) 88 (134) N/A 12 (11) 4 (6) 82 (80) 28 (31)

Likes, mean (SD) 351 (417) 20 (21) 116 (94) N/A 23 (19) 10 (8) 403 (435) 38 (40)
2020

Posts and comments, n (%) 3208/28,629 (11.2) 56/3208 (1.7) 733/3208 (22.8) 179/3208 (5.6) 127/3208 (4.0) 228/3208 (7.1) 1576/3208 (49.1) 309/3208 (9.6)

Comments, mean (SD) 37 (59) 6 (8) 62 (83) 11 (16) 11 (8) 1 (3) 44 (55) 4 (6)

Shares, mean (SD) 27 (47) 1 (2) 67 (81) 2 (2) 12 (10) 5 (7) 19 (21) 14 (10)

Likes, mean (SD) 94 (180) 36 (63) 234 (301) 8 (5) 18 (14) 9 (6) 74 (104) 19 (12)
2021

Posts and comments, n (%) 6184/28,629 (21.6) 14/6184 (0.2) 4533/6184 (73.3) 187/6184 (3.0) 86/6184 (1.4) 71/6184 (1.1) 800/6184 (12.9) 493/6184 (8.0)

Comments, mean (SD) 541 (765) 0 (0) 721 (820) 8 (11) 6 (9) 0 (0) 90 (146) 4 (8)

Shares, mean (SD) 387 (484) 0 (0) 523 (500) 2 (2) 5 (3) 1 (2) 17 (19) 12 (9)

Likes, mean (SD) 3236 (3909) 1 (3) 4355 (4011) 11 (7) 8 (4) 3 (2) 327 (617) 17 (12)

aCDC: Centers for Disease Control and Prevention.

bN/A: not applicable.