Frequencies and proportions of tweets by coded category
| Category* | Frequency of tweets and percent of total by account | ||||
| Total | BAT | Imperial brands | PMI | JTI | |
| Policy opposition (total) | 1002 (30.4) | 479 (36.3) | 333 (35.1) | 63 (9.6) | 127 (34.0) |
| Policy opposition: general | 60 (1.8) | 17 (1.3) | 23 (2.4) | 7 (1.1) | 13 (3.5) |
| Illicit and counterfeit tobacco | 471 (12.6) | 246 (18.6) | 149 (15.7) | 35 (5.3) | 41 (11) |
| Marketing and promotion policies (total) | 349 (10.6) | 165 (12.5) | 125 (13.2) | 19 (2.9) | 40 (10.7) |
| Marketing and promotion restrictions: general | 27 (0.8) | 10 (0.8) | 3 (0.3) | 8 (1.2) | 6 (1.6) |
| Plain packaging | 297 (9.0) | 153 (11.6) | 119 (12.5) | 11 (1.7) | 14 (3.7) |
| The ‘slippery slope’ of tobacco marketing restrictions and how other industries may be impacted | 25 (0.8) | 2 (0.2) | 3 (0.3) | 0 | 20 (5.3) |
| Tobacco taxes | 46 (1.4) | 13 (1.0) | 29 (13.1) | 1 (0.2) | 3 (0.8) |
| Opposition to electronic cigarette regulation and policies | 38 (1.2) | 18 (1.4) | 0 | 0 | 20 (5.3) |
| Opposition to WHO | 22 (0.7) | 19 (1.4) | 1 (0.1) | 0 | 2 (0.5) |
| Tobacco-related trade agreements | 7 (0.2) | 0 | 1 (0.1) | 1 (0.2) | 5 (1.3) |
| Smoke-free environments | 9 (0.3) | 1 (0.1) | 5 (0.5) | 0 | 3 (0.8) |
| Corporate social responsibility (total) | 687 (20.8) | 243 (18.4) | 175 (18.4) | 191 (29.1) | 78 (20.9) |
| Corporate social responsibility: general | 144 (4.4) | 103 (7.8) | 15 (1.6) | 18 (2.7) | 8 (2.1) |
| Philanthropy and staff volunteering | 171 (5.2) | 13 (0.9) | 121 (12.7) | 33 (5.0) | 4 (1.1) |
| Environmental sustainability | 90 (2.7) | 32 (2.3) | 15 (1.6) | 40 (6.1) | 3 (0.8) |
| Supporting farmer livelihoods and agricultural communities | 71 (2.2) | 39 (2.8) | 2 (0.2) | 18 (2.7) | 12 (3.2) |
| Reducing child labour and promoting human rights | 66 (2.0) | 4 (0.3) | 10 (1.1) | 18 (2.7) | 34 (9.1) |
| Racial and gender diversity and inclusion | 79 (2.4) | 14 (1.1) | 2 (0.2) | 57 (8.7) | 6 (1.6) |
| Supporting local and national economic growth | 27 (0.8) | 4 (0.3) | 7 (0.7) | 7 (1.1) | 9 (2.4) |
| Policy support and compliance | 39 (1.2) | 34 (2.3) | 3 (0.3) | 0 | 2 (0.5) |
| Career opportunities, company awards and benefits (total) | 630 (19.4) | 153 (11.6) | 105 (11.1) | 300 (45.7) | 72 (19.3) |
| Workplace culture and employee benefits | 342 (10.4) | 48 (3.6) | 42 (4.4) | 223 (34.0) | 29 (7.8) |
| Company awards and recognition | 158 (4.8) | 69 (5.2) | 26 (2.7) | 28 (4.3) | 35 (9.4) |
| Recruitment and career opportunities | 130 (3.9) | 36 (2.7) | 37 (3.9) | 49 (7.5) | 8 (2.1) |
| Research and development (total) | 344 (10.4) | 282 (21.3) | 1 (0.1) | 49 (7.5) | 12 (3.2) |
| Research and development: general | 94 (2.8) | 68 (5.1) | 0 | 26 (4.0) | 0 |
| Reduced risk products and harm reduction: general | 100 (3.0) | 80 (6.1) | 0 | 20 (3.0) | 0 |
| Electronic cigarette research and product developments | 150 (4.5) | 134 (10.1) | 1 (0.1) | 3 (0.5) | 12 (3.2) |
| Company strategy, investments and results | 324 (9.8) | 134 (10.1) | 149 (15.7) | 33 (5) | 8 (2.1) |
| Customer service | 227 (6.9) | 1 (0.1) | 167 (17.6) | 0 | 59 (15.8) |
| Media, public relations and events | 58 (1.8) | 22 (1.7) | 20 (2.1) | 10 (1.5) | 6 (1.6) |
| Holiday, birthday and anniversary messages | 13 (0.4) | 1 (0.1) | 0 | 8 (1.2) | 4 (1.1) |
| Non-English language | 9 (0.3) | 1 (0.1) | 0 | 1 (0.2) | 7 (1.9) |
| General facts about tobacco | 7 (0.2) | 5 (0.4) | 0 | 1 (0.2) | 1 (0.3) |
*Category definitions can be found in online supplementary file 1.
BAT, British American Tobacco; JTI, Japan Tobacco International; PMI, Philip Morris International.