Table 2

Health, safety, cessation and price mentions in commercial tweets

MentionsTweets (N)Fraction of commercial tweets (%)Total times posted (summed followers)*
Health12902.01 210 961
Safety7541.1514 550
Cessation714010.87 410 062
Any (health or safety or cessation)898513.68 734 272
Price or discount22 67534.3144 918 562
• *Total times posted represents the number of times tweets appeared on feeds, and was calculated by summing the total number of followers for each collected tweet. Follower counts were available for tweets posted for June 2012 only, and therefore underestimate the total postings during the study period.