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Applying topic modelling and qualitative content analysis to identify and characterise ENDS product promotion and sales on Instagram by Neal Shah; Matthew Nali; Cortni Bardier; Jiawei Li; James Maroulis; Raphael Cuomo; Tim K Mackey is a Medicine article available to read on EtoBox.
What is Applying topic modelling and qualitative content analysis to identify and characterise ENDS product promotion and sales on Instagram about?
## Background Increased public health and regulatory scrutiny concerning the youth vaping epidemic has led to greater attention to promotion and sales of vaping products on social media platforms. ## Objectives We used unsupervised machine learning to identify and characterise sale offers of electronic nicotine delivery systems (ENDS) and associated products on Instagram. We examined types of sellers, geographic ENDS location and use of age verification. ## Methods Our methodology was composed of three phases: data collection, topic modelling and content analysis. We used data mining approaches to query hashtags related to ENDS product use among young adults to collect Instagram posts. For topic modelling, we applied an unsupervised machine learning approach to thematically categorise and identify topic clusters associated with selling activity. Content analysis was then used to characterise offers for sale of ENDS products. ## Results From 70 725 posts, we identified 3331 engaged in sale of ENDS products. Posts originated from 20 different countries and were roughly split between individual (46.3%) and retail sellers (43.4%), with linked online sellers (8.8%) representing a smalle
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- Author
- Neal Shah; Matthew Nali; Cortni Bardier; Jiawei Li; James Maroulis; Raphael Cuomo; Tim K Mackey
- Publisher
- BMJ
- Published
- 2021
- Language
- EN
- Field
- Medicine (Health Sciences)