Table 4 Details of the 104 Instagram posts based on categorisation
Category | Total (n = 104)* | Stance towards e-cigarettes** | Age warning* | Health warning* | Incentive* | ||
|---|---|---|---|---|---|---|---|
Positive | Negative | Neutral | |||||
Competition/giveaway | 2 (6.2%) | 2 (100%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) | 2 (100%) |
Individual health warning | 1 (6.2%) | 0 (0%) | 1 (100%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
Meme | 2 (6.2%) | 2 (100%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
Other | 3 (45.4%) | 0 (0%) | 0 (0%) | 3 (100%) | 0 (0%) | 0 (0%) | 0 (0%) |
Personal photograph | 12 (7.2%) | 8 (66.7%) | 0 (0%) | 4 (33.3%) | 0 (0%) | 0 (0%) | 0 (0%) |
Product review/information | 73 (15.5%) | 72 (98.6%) | 0 (0%) | 1 (1.4%) | 21 (28.8%) | 22 (30.1%) | 14 (19.2%) |
Public health information | 1 (13.4%) | 0 (0%) | 0 (0%) | 1 (100%) | 0 (0%) | 0 (0%) | 0 (0%) |
Vape tricks/pranks/art | 10 (9.6%) | 6 (60.0%) | 0 (0%) | 4 (40.0%) | 0 (0%) | 0 (0%) | 0 (0%) |