Top 20 topics and associated terms from commercial JUUL-related Instagram posts by stage of addictive product use/marketing target group (1 March to 11 November 2018)
| Stage | Topic rank | Topic label | Text: top terms |
| Type 1: awareness and trial | 1. | Marijuana-related cross-promotion | #blunts, #bongs, wax, sales |
| Type 1: awareness and trial | 2. | Community/peer appeals | #vapefriends, #vapefam, #vapelifestyle, #vapecommunity, #vapenation |
| Type 1: awareness and trial | 3. | Juuling | #juullife, #juulgang, #juulnation, #juulmemes, #juulwraps, #juultricks |
| Type 1: awareness and trial | 4. | Online stores/sales | online, store, vapour, #cbdvape, #highlife |
| Type 1: awareness and trial | 5. | JUUL line extensions | silver, classic, flavours, mango #cool, mint |
| Type 1: awareness and trial | 6. | Smoker targeting | #vapeordie, #smoke, vaping, hookah, #smoketricks |
| Type 2: reinforcement | 7. | Chargers | jili, #jilibox, box, rechargeable, #collegedays, #vapeaddict, #doitforstate, charger, #vapehappy |
| Type 2: reinforcement | 8. | Pod vaporiser brands | #suorin, #suorindrop, #bovaping, #aspirebreeze, #kanger, reviews, #xfire, #mrsalty |
| Type 1: awareness and trial | 9. | E-commerce | #21andover, ebay, price, #ecig, prices, shout, sale, #ecigwholesale |
| Type 1: awareness and trial | 10. | CBD (cannabidiol) and marijuana | cbd, #girlsvaping, #cannabis, #hemp, #cbd, #710, #420 |
| Type 2: reinforcement | 11. | Local user appeals | #indyvape, #vapeaholic, #indianavape, #vapingstyle, #dripclub |
| Type 2: reinforcement | 12. | Nicotine salt | #nicotinesalt, #nicotinesalts, #saltnews, salt, nicotine |
| Type 2: Reinforcement | 13. | Nicotine | Nicotine, addictive, 6%, eonsmoke pods, #collegelife, #juice |
| Type 2: reinforcement | 14. | Stig pods | #stigpods, #tricklyfe, #teamcoolsmoketricks, @stigpods |
| Type 1: awareness and trial | 15. | Kits | #love, kits, starter, come, available |
| Type 2: reinforcement | 16. | Mods and skins | #vapemod, #vapemods, #vapeskin, #vapewrap, camo, coils, decalkid, #twistedcoilvapes |
| Type 2: reinforcement | 17. | Combustible products | #backwoods, #pipes, Cubano, #dailystoner, #smokeyeyes, #559stoners |
| Type 1: awareness and trial | 18. | International promotion | Browse, #vapeitaly, france, #vapeindonesia, #versace, #louisvuitton, distributor |
| Type 2: reinforcement | 19. | Cross-promotion | #rollingpaper, #lighters, #cigs, #wholesaleorders, #paper, #waterpipe, #smoking |
| Type 1: awareness and trial | 20. | Event promotion | #goodvibes, #halloween, #nobadvibes, #rock, #punk, #vapenights |
Type 1 refers to content categorised as using awareness and trial marketing appeals targeting with non-users or near-addicted users of e-cigarettes (ie, new users).
Type 2 refers to content categorised as using reinforcement marketing appeals associated with near-addictive to addictive use of e-cigarettes (ie, existing, potentially addicted users).