Table 1

Summary of key results and definitions used for coding depiction type and themes (n=808)

DefinitionNumber of videos (%)Collective number of ‘views’Collective number of ‘likes’
Depiction type
 PositivePromoting/encouraging e-cigarette use512 (63.4%)1 088 819 800140 781 900
 NeutralAmbiguous/no clear position towards e-cigarette use191 (23.6%)290 304 40049 701 500
 NegativeDiscouraging/deterring e-cigarette use105 (13%)193 244 80032 639 700
Themes*†
 ComedyEmploys humour and joke when depicting e-cigarette use421 (52.1%)617 865 800108 394 600
 Lifestyle and acceptabilityMentions of online or offline communities and peer groups (eg, juulgang), social activities, events, social acceptance, mentions of vaping as a characteristic of cultural or social identity282 (34.9%)459 031 70063 734 400
 MarketingPromotional activity that could seek to maximise the impact of a brand or a commercial enterprise230 (28.5%)391 694 30052 502 300
 Vaping tricksPerformance of vaping tricks (eg, blowing large vapour clouds or shapes like rings)160 (19.8%)486 856 100584 000 000
 Nicotine and addictionReference to addiction or nicotine159 (19.7%)193 954 80029 459 000
 Creativity and tipsStep-by-step instructions and ‘how to’ videos (eg, how to use, maintain a vaporizer, do-it-yourself recipes, hiding vapes, purchasing vapes)130 (16.1%)322 390 50034 789 600
 WarningWarning viewers of the dangers and negative health consequences associated with e-cigarette use86 (10.6%)130 825 50019 295 100
  • *Videos could be classified into one or more of these themes (not mutually exclusive).

  • †All the themes were binary coded (eg, yes or no).