Whose Post Is It? Predicting E-cigarette Brand from Social Media Posts

Abstract

E-cigarette advertisers know that 76% of youth use social media, yet little is known about the nature of e-cigarette advertising on social media most favored by youth. We utilized text-mining to characterize e-cigarette advertising and marketing messages from image-focused social media brand sites, and to construct and test an algorithm for predicting brand from brand-generated social media posts. Data comprised 5022 unique posts accompanied by an image from Facebook, Instagram or Pinterest e-cigarette brand pages for Blu, Logic, Metro, and NJOY from February 2012 to April 2015. Text-tokenization was used to quantify text for use as predictors in analyses. Blu had the largest social media presence (65%), followed by Logic (16%), NJOY (12%) and Metro (7%). Blu's average post length was significantly shorter than all other brands. Words most commonly used in posts differed by brand. Regression analyses successfully differentiated Blu and NJOY brands from other brands. Analyses revealed e-cigarette brands used different types of messages to appeal to social media users. Whereas words used by Blu and NJOY sold a "lifestyle," words used by Logic and Metro relied on device and product identification.