E-Cigarette Narratives of User-Generated Posts on Xiaohongshu in China: Content Analysis
Abstract BackgroundSocial media platforms have become influential spaces for disseminating information about electronic cigarettes (e-cigarettes). Concerns persist about the spread of misleading content, particularly among social media vulnerable groups. Xiaohongshu (RedNote),...
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JMIR Publications
2025-07-01
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| Series: | Journal of Medical Internet Research |
| Online Access: | https://www.jmir.org/2025/1/e71173 |
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| author | Tingfen Ji Zhao Liu Zheng Su Xin Xia Yi Liu Ying Xie Zhenxiao Huang Xinmei Zhou Min Wang Anqi Cheng Qingqing Song Yuxin Shi Shunyi Shi Aihemaiti Ailifeire Jiahui He Yingman Gao Liang Zhao Liyan Wu Dan Xiao Chen Wang |
| author_facet | Tingfen Ji Zhao Liu Zheng Su Xin Xia Yi Liu Ying Xie Zhenxiao Huang Xinmei Zhou Min Wang Anqi Cheng Qingqing Song Yuxin Shi Shunyi Shi Aihemaiti Ailifeire Jiahui He Yingman Gao Liang Zhao Liyan Wu Dan Xiao Chen Wang |
| author_sort | Tingfen Ji |
| collection | DOAJ |
| description |
Abstract
BackgroundSocial media platforms have become influential spaces for disseminating information about electronic cigarettes (e-cigarettes). Concerns persist about the spread of misleading content, particularly among social media vulnerable groups. Xiaohongshu (RedNote), widely used by Chinese youth, plays a growing role in shaping e-cigarette perceptions. Understanding the narratives circulating on this platform is essential for identifying misinformation, assessing public perception, and guiding future health communication strategies.
ObjectiveThis study aimed to analyze the content, topics, user engagement, and sentiment trends of e-cigarette–related posts on Xiaohongshu and to assess the factors that influence engagement.
MethodsE-cigarette–related posts published on Xiaohongshu between January 2020 and November 2024 were collected using web scraping, based on a predefined keyword list and a time-stratified random sampling strategy. Posts were categorized into 4 themes: advertising promotion, health hazards, usage interaction, and others. High-frequency keywords were extracted, and representative quotes were included to illustrate user perspectives across each category. Sentiment analysis was performed on posts in the usage interaction category to assess public attitudes. We defined 4 sentiment categories: positive, negative, neutral, and mixed. Logistic regression was conducted to explore the effects of post type, content length, and thematic classification on user engagement metrics such as likes, saves, and comments.
ResultsA total of 1729 posts were included and analyzed. Usage interaction posts were the most common (681/1729, 39.39%), with keywords such as “experience,” “regulations,” and “quit smoking” dominating this category. Advertising promotion posts (1729, 29.61%) frequently used terms like “flavor,” “fashion,” and “design” to attract younger users. Health hazards posts (311/1729, 17.99%) highlighted risks with keywords like “nicotine,” “addiction,” and “secondhand smoke,” while others included policy and industry updates. Representative quotes highlighted typical concerns about aesthetics, health risks, and cessation struggles. Health hazards posts garnered the highest engagement in terms of likes and saves, despite their limited presence (odds ratio [OR] 1.498, 95% CI 1.099‐2.042, PP
ConclusionsThe findings underscore the dual role of Xiaohongshu as a platform for both e-cigarette promotion and public discourse. Misleading marketing targeting vulnerable groups, such as adolescents, remains a critical issue. However, the strong user response to health-related content suggests that social media platforms could be leveraged for effective health education. Strengthened regulatory oversight and educational campaigns leveraging engaging content formats are urgently needed to counter misinformation and protect public health. |
| format | Article |
| id | doaj-art-e1d115b7c2b94f41b592939e9ac0457e |
| institution | OA Journals |
| issn | 1438-8871 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | JMIR Publications |
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| series | Journal of Medical Internet Research |
| spelling | doaj-art-e1d115b7c2b94f41b592939e9ac0457e2025-08-20T02:36:09ZengJMIR PublicationsJournal of Medical Internet Research1438-88712025-07-0127e71173e7117310.2196/71173E-Cigarette Narratives of User-Generated Posts on Xiaohongshu in China: Content AnalysisTingfen Jihttp://orcid.org/0000-0002-1245-8225Zhao Liuhttp://orcid.org/0000-0001-9529-3720Zheng Suhttp://orcid.org/0000-0002-3266-3373Xin Xiahttp://orcid.org/0009-0000-3101-2555Yi Liuhttp://orcid.org/0009-0003-8033-4341Ying Xiehttp://orcid.org/0000-0002-7941-5772Zhenxiao Huanghttp://orcid.org/0009-0008-7611-9071Xinmei Zhouhttp://orcid.org/0000-0002-6775-8583Min Wanghttp://orcid.org/0009-0005-1155-1558Anqi Chenghttp://orcid.org/0009-0000-4245-0315Qingqing Songhttp://orcid.org/0000-0002-8027-1534Yuxin Shihttp://orcid.org/0009-0002-3060-8706Shunyi Shihttp://orcid.org/0009-0003-5786-0124Aihemaiti Ailifeirehttp://orcid.org/0009-0007-2404-2466Jiahui Hehttp://orcid.org/0009-0002-2214-3507Yingman Gaohttp://orcid.org/0009-0007-4235-851XLiang Zhaohttp://orcid.org/0009-0007-5366-4088Liyan Wuhttp://orcid.org/0009-0009-9723-4033Dan Xiaohttp://orcid.org/0000-0002-3691-7852Chen Wanghttp://orcid.org/0000-0001-7857-5435 Abstract BackgroundSocial media platforms have become influential spaces for disseminating information about electronic cigarettes (e-cigarettes). Concerns persist about the spread of misleading content, particularly among social media vulnerable groups. Xiaohongshu (RedNote), widely used by Chinese youth, plays a growing role in shaping e-cigarette perceptions. Understanding the narratives circulating on this platform is essential for identifying misinformation, assessing public perception, and guiding future health communication strategies. ObjectiveThis study aimed to analyze the content, topics, user engagement, and sentiment trends of e-cigarette–related posts on Xiaohongshu and to assess the factors that influence engagement. MethodsE-cigarette–related posts published on Xiaohongshu between January 2020 and November 2024 were collected using web scraping, based on a predefined keyword list and a time-stratified random sampling strategy. Posts were categorized into 4 themes: advertising promotion, health hazards, usage interaction, and others. High-frequency keywords were extracted, and representative quotes were included to illustrate user perspectives across each category. Sentiment analysis was performed on posts in the usage interaction category to assess public attitudes. We defined 4 sentiment categories: positive, negative, neutral, and mixed. Logistic regression was conducted to explore the effects of post type, content length, and thematic classification on user engagement metrics such as likes, saves, and comments. ResultsA total of 1729 posts were included and analyzed. Usage interaction posts were the most common (681/1729, 39.39%), with keywords such as “experience,” “regulations,” and “quit smoking” dominating this category. Advertising promotion posts (1729, 29.61%) frequently used terms like “flavor,” “fashion,” and “design” to attract younger users. Health hazards posts (311/1729, 17.99%) highlighted risks with keywords like “nicotine,” “addiction,” and “secondhand smoke,” while others included policy and industry updates. Representative quotes highlighted typical concerns about aesthetics, health risks, and cessation struggles. Health hazards posts garnered the highest engagement in terms of likes and saves, despite their limited presence (odds ratio [OR] 1.498, 95% CI 1.099‐2.042, PP ConclusionsThe findings underscore the dual role of Xiaohongshu as a platform for both e-cigarette promotion and public discourse. Misleading marketing targeting vulnerable groups, such as adolescents, remains a critical issue. However, the strong user response to health-related content suggests that social media platforms could be leveraged for effective health education. Strengthened regulatory oversight and educational campaigns leveraging engaging content formats are urgently needed to counter misinformation and protect public health.https://www.jmir.org/2025/1/e71173 |
| spellingShingle | Tingfen Ji Zhao Liu Zheng Su Xin Xia Yi Liu Ying Xie Zhenxiao Huang Xinmei Zhou Min Wang Anqi Cheng Qingqing Song Yuxin Shi Shunyi Shi Aihemaiti Ailifeire Jiahui He Yingman Gao Liang Zhao Liyan Wu Dan Xiao Chen Wang E-Cigarette Narratives of User-Generated Posts on Xiaohongshu in China: Content Analysis Journal of Medical Internet Research |
| title | E-Cigarette Narratives of User-Generated Posts on Xiaohongshu in China: Content Analysis |
| title_full | E-Cigarette Narratives of User-Generated Posts on Xiaohongshu in China: Content Analysis |
| title_fullStr | E-Cigarette Narratives of User-Generated Posts on Xiaohongshu in China: Content Analysis |
| title_full_unstemmed | E-Cigarette Narratives of User-Generated Posts on Xiaohongshu in China: Content Analysis |
| title_short | E-Cigarette Narratives of User-Generated Posts on Xiaohongshu in China: Content Analysis |
| title_sort | e cigarette narratives of user generated posts on xiaohongshu in china content analysis |
| url | https://www.jmir.org/2025/1/e71173 |
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