Describing ZYN-related content on TikTok: content analysis.

IF 3 2区 医学 Q2 PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH
Scott I Donaldson, Kathryn La Capria, Amanda DeJesus, Ollie Ganz, Cristine D Delnevo, Jon-Patrick Allem
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引用次数: 0

Abstract

Introduction: Nicotine pouches are the fastest-growing oral smokeless tobacco or nicotine product category in the United States, and there are concerns about their potential appeal to youth. Few studies have surveilled discussions about nicotine pouches on TikTok, an audiovisual platform popular among youth. To address this gap, this study conducted a content analysis of TikTok posts related to the leading nicotine pouch brand, ZYN.

Methods: Publicly available posts (N=665) from 10 ZYN-related hashtags were collected from the TikTok Application Programming Interface between January 2023 and February 2024. The number of likes, comments, shares, and plays were collected for each post and the number of followers for each account profile was recorded. Posts were coded for themes like product marketing and use, health warnings, and demographics.

Results: The most prevalent theme was humor (n=581, 87.4%), followed by product use (n=378, 56.8%), and branded merchandise (n=378, 56.8%). Young people (i.e., persons in the video who appeared younger than 30) were identified in 48.3% (n=321) of posts, and 61.5% (n=409) of posts featured people who appeared to be male. Cessation (n=12, 1.8%) was an uncommon theme. Most posts came from non-commercial accounts (n=420, 63.1%), followed by commercial accounts (n=158, 23.8%), and content creators/influencers (n=87, 13.1%).

Conclusions: This study showed that ZYN-related posts on TikTok often featured pro-tobacco themes, such as humor and product use, while rarely mentioning anti-tobacco themes like cessation. Future research should examine the relationship between exposure to pro-tobacco content on TikTok and tobacco-related attitudes and behaviors.

Implications: This study highlighted the potential role of TikTok in normalizing tobacco and nicotine product use, and in particular ZYN product use, including among youth. While increased enforcement of online tobacco control policies can help reduce exposure to ZYN-related content in youth, prevention programs and interventions that incorporate tobacco-related digital media literacy are needed to inoculate adolescents and young adults from the pro-tobacco content found online.

描述TikTok上与zynn相关的内容:内容分析。
简介:尼古丁袋是美国增长最快的口服无烟烟草或尼古丁产品类别,人们担心它们对年轻人的潜在吸引力。很少有研究对在年轻人中很受欢迎的视听平台TikTok上关于尼古丁袋的讨论进行监控。为了解决这一差距,本研究对TikTok上与领先的尼古丁袋品牌ZYN相关的帖子进行了内容分析。方法:在2023年1月至2024年2月期间,从TikTok应用程序编程接口收集10个zynn相关标签的公开帖子(N=665)。收集每个帖子的喜欢、评论、分享和播放的数量,并记录每个帐户配置文件的关注者数量。帖子按照产品营销和使用、健康警告和人口统计等主题进行编码。结果:最常见的主题是幽默(n=581, 87.4%),其次是产品使用(n=378, 56.8%)和品牌商品(n=378, 56.8%)。48.3% (n=321)的帖子中出现了年轻人(即视频中年龄小于30岁的人),61.5% (n=409)的帖子中出现了男性。戒烟(n=12, 1.8%)是一个不常见的主题。大多数帖子来自非商业账户(n=420, 63.1%),其次是商业账户(n=158, 23.8%)和内容创作者/影响者(n=87, 13.1%)。结论:本研究表明,TikTok上与zynn相关的帖子通常以幽默和产品使用等亲烟主题为特色,而很少提及戒烟等反烟主题。未来的研究应该研究TikTok上的亲烟内容与烟草相关态度和行为之间的关系。意义:本研究强调了TikTok在包括青少年在内的烟草和尼古丁产品使用正常化方面的潜在作用,特别是ZYN产品的使用。虽然加强网络控烟政策的执行力度有助于减少青少年接触与烟草有关的内容,但需要制定与烟草相关的数字媒体素养相结合的预防规划和干预措施,使青少年和年轻人免受在线亲烟内容的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Nicotine & Tobacco Research
Nicotine & Tobacco Research 医学-公共卫生、环境卫生与职业卫生
CiteScore
8.10
自引率
10.60%
发文量
268
审稿时长
3-8 weeks
期刊介绍: Nicotine & Tobacco Research is one of the world''s few peer-reviewed journals devoted exclusively to the study of nicotine and tobacco. It aims to provide a forum for empirical findings, critical reviews, and conceptual papers on the many aspects of nicotine and tobacco, including research from the biobehavioral, neurobiological, molecular biologic, epidemiological, prevention, and treatment arenas. Along with manuscripts from each of the areas mentioned above, the editors encourage submissions that are integrative in nature and that cross traditional disciplinary boundaries. The journal is sponsored by the Society for Research on Nicotine and Tobacco (SRNT). It publishes twelve times a year.
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