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World Vaping Day: Contextualizing Vaping Culture in Online Social Media Using a Mixed Methods Approach

Colditz, Jason B. and Welling, Joel and Smith, Noah A. and James, A. Everette and Primack, Brian A. (2017) World Vaping Day: Contextualizing Vaping Culture in Online Social Media Using a Mixed Methods Approach. Journal of Mixed Methods Research.

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Few studies have demonstrated the use of mixed methods research to contextualize health topics using primary data from social media. To address this gap in the methodological literature, we present research about electronic nicotine delivery systems, using Twitter data from "World Vaping Day." To engage with the quantitative breadth and qualitative depth of 5,149 collected tweets, we utilized a convergent parallel mixed methods framework, integrating thematic prevalence estimates with phenomenological contextualization. Sentiment was more positive than negative across all categories except policy related. A total of 23% of tweets were promotional and relatively few tweets related to tobacco use (4.9%) or health concerns (4.2%). Salient themes included modifying or upgrading electronic nicotine delivery systems devices, and general mistrust of public health advocates and tobacco companies.


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Item Type: Article
Status: Published
CreatorsEmailPitt UsernameORCID
Colditz, Jason B.jbc28@pitt.edujbc280000-0002-2811-841X
Welling, Joel
Smith, Noah A.
James, A. Everette
Primack, Brian A.bprimack@pitt.edubprimack
Centers: Other Centers, Institutes, or Units > Center for Research on Media, Technology, and Health
Date: 10 April 2017
Date Type: Publication
Journal or Publication Title: Journal of Mixed Methods Research
DOI or Unique Handle: 10.1177/1558689817702753
Schools and Programs: School of Medicine > Medicine
Refereed: Yes
Official URL:
Article Type: Research Article
Date Deposited: 13 Apr 2017 13:38
Last Modified: 13 Apr 2017 13:38


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