E Cigarette Social Media Messages: A Text Mining Analysis of Marketing and Consumer Conversations on Twitter
Background As the use of electronic cigarettes (e cigarettes) rises, social media likely influences public awareness and perception of this emerging tobacco product. Objective This study examined the public conversation on Twitter to determine overarching themes and insights for trending topics from commercial and consumer users. Methods Text mining uncovered key patterns and important topics for e cigarettes on Twitter. SAS Text Miner 12.1 software (SAS Institute Inc) was used for descriptive text mining to reveal the primary topics from tweets collected from March 24, 2015, to July 3, 2015, using a Python script in conjunction with Twitter's streaming application programming interface. A total of 18 keywords related to e cigarettes were used and resulted in a total of 872,544 tweets that were sorted into overarching themes through a text topic node for tweets (126,127) and retweets (114,451) that represented more than 1% of the conversation. Results While some of the final themes were marketing focused, many topics represented diverse proponent and user conversations that included discussion of policies, personal experiences, and the differentiation of e cigarettes from traditional tobacco, often by pointing to the lack of evidence for the harm or risks of e cigarettes or taking the position that e cigarettes should be promoted as smoking cessation devices. Conclusions These findings reveal that unique, large scale public conversations are occurring on Twitter alongside e cigarette advertising and promotion. Proponents and users are turning to social media to share knowledge, experience, and questions about e cigarette use. Future research should focus on these unique conversations to understand how they influence attitudes towards and use of e cigarettes.
JMIR public health and surveillance