Characteristics of and engagement with URL resources shared among online vaping communities on Reddit

Abstract

Introduction Reddit is a popular social media platform for sharing information about vaping. Little is known about the types of external resources that Reddit users in vaping communities share and engage with. Methods We analysed 2315 posts containing uniform resource locators (URLs) published to vaping communities on Reddit between November 2021 and October 2022. We coded URLs into eight mutually exclusive domain types. A mixed-effects Poisson regression model examined whether domain type was associated with user engagement (ie, number of unique commenters). Results Posts contained links to social media (35%), image hosting (31%), vaping-related commerce (19%), eJuice (12%), general vaping (6%), news (2%) and research (1%) URL domains. There were 237 unique vaping-related commerce domains (eg, ziipstock.com). The average number of commenters per post was 5.43 (SD=8.04). The rate of commenters was higher for posts sharing research (adjusted rate ratio (aRR) 1.74, 95% CI 1.28 to 2.36) and news (aRR 1.56, 95% CI 1.02 to 2.38) domains compared with vape-related commerce domains. Conclusion Reddit users in vaping communities share and interact with a variety of external resources. The >200 different vaping-related commerce domains in our sample speak to the breadth and availability of websites that Reddit users (perhaps even those underage) may be using to browse and purchase vaping devices.