Xie Zidian, Xue Siyu, Gao Yankun, Li Dongmei
Department of Clinical and Translational Research, University of Rochester Medical Center, Rochester, NY, United States.
Goergen Institute for Data Science, University of Rochester, Rochester, NY, United States.
JMIR Form Res. 2023 Apr 5;7:e42346. doi: 10.2196/42346.
As a popular social networking platform for sharing short videos, TikTok has been widely used for sharing e-cigarettes or vaping-related videos, especially among the youth.
This study aims to characterize e-cigarette or vaping-related videos and their user engagement on TikTok through descriptive analysis.
From TikTok, a total of 417 short videos, posted between October 4, 2018, and February 27, 2021, were collected using e-cigarette or vaping-related hashtags. Two human coders independently hand-coded the video category and the attitude toward vaping (provaping or antivaping) for each vaping-related video. The social media user engagement measures (eg, the comment count, like count, and share count) for each video category were compared within provaping and antivaping groups. The user accounts posting these videos were also characterized.
Among 417 vaping-related TikTok videos, 387 (92.8%) were provaping, and 30 (7.2%) were antivaping videos. Among provaping TikTok videos, the most popular category is vaping tricks (n=107, 27.65%), followed by advertisement (n=85, 21.95%), customization (n=75, 19.38%), TikTok trend (n=70, 18.09%), others (n=44, 11.37%), and education (n=6, 1.55%). By comparison, videos showing the TikTok trend had significantly higher user engagement (like count per video) than other provaping videos. Antivaping videos included 15 (50%) videos with the TikTok trend, 10 (33.33%) videos on education, and 5 (16.67%) videos about others. Videos with education have a significantly lower number of likes than other antivaping videos. Most TikTok users posting vaping-related videos are personal accounts (119/203, 58.62%).
Vaping-related TikTok videos are dominated by provaping videos focusing on vaping tricks, advertisement, customization, and TikTok trend. Videos with the TikTok trend have higher user engagement than other video categories. Our findings provide important information on vaping-related videos shared on TikTok and their user engagement levels, which might provide valuable guidance on future policy making, such as possible restrictions on provaping videos posted on TikTok, as well as how to effectively communicate with the public about the potential health risks of vaping.
作为一个流行的短视频社交网络平台，TikTok已被广泛用于分享电子烟或与雾化相关的视频，尤其是在年轻人中。
本研究旨在通过描述性分析来描述与电子烟或雾化相关的视频及其在TikTok上的用户参与度。
从TikTok上收集了2018年10月4日至2021年2月27日期间发布的总共417个短视频，使用与电子烟或雾化相关的主题标签。两名人工编码员独立地对每个与雾化相关的视频的类别以及对雾化的态度（支持雾化或反对雾化）进行人工编码。在支持雾化和反对雾化的组内比较每个视频类别的社交媒体用户参与度指标（例如评论数、点赞数和分享数）。还对发布这些视频的用户账户进行了特征描述。
在417个与雾化相关的TikTok视频中，387个（92.8%）是支持雾化的，30个（7.2%）是反对雾化的视频。在支持雾化的TikTok视频中，最受欢迎的类别是雾化技巧（n = 107，27.65%），其次是广告（n = 85，21.95%）、定制（n = 75，19.38%）、TikTok潮流（n = 70，18.09%）、其他（n = 44，1I.37%）和教育（n = 6，1.55%）。相比之下，展示TikTok潮流的视频的用户参与度（每个视频的点赞数）显著高于其他支持雾化的视频。反对雾化的视频包括15个（50%）带有TikTok潮流的视频、10个（33.33%）关于教育的视频和5个（16.67%）关于其他内容的视频。关于教育的视频的点赞数明显低于其他反对雾化的视频。大多数发布与雾化相关视频的TikTok用户是个人账户（119/203，58.62%）。
与雾化相关的TikTok视频以关注雾化技巧、广告、定制和TikTok潮流的支持雾化视频为主。带有TikTok潮流的视频比其他视频类别具有更高的用户参与度。我们的研究结果提供了关于在TikTok上分享的与雾化相关的视频及其用户参与度水平的重要信息，这可能为未来的政策制定提供有价值的指导，例如对TikTok上发布的支持雾化视频可能的限制，以及如何就雾化的潜在健康风险有效地与公众进行沟通。
