Users’ Modifications to Electronic Nicotine Delivery Systems: Content Analysis of YouTube Video Comments

BACKGROUND: User modifications can alter the toxicity and addictiveness of electronic nicotine delivery systems (ENDSs). YouTube has been a major platform where ENDS users obtain and share information about ENDS modifications. Past research has examined the content and characteristics of ENDS modification videos. OBJECTIVE: This study aims to analyze the video comments to understand the viewers’ reactions to these videos. METHODS: We identified 168 YouTube videos depicting ENDS modifications. Each video’s top 20 most liked comments were retrieved. The final sample included 2859 comments. A content analysis identified major themes of the comment content. RESULTS: Most comments were directed to creators and interacted with others: 952/2859 (33.30%) expressed appreciation, 135/2859 (4.72%) requested more videos, 462/2859 (16.16%) asked for clarification, and 67/2859 (2.34%) inquired about product purchases. In addition, comments mentioned viewers’ experiences of ENDS modifications (430/2859, 15.04%) and tobacco use (167/2859, 5.84%); about 198/2859 (6.93%) also indicated intentions to modify ENDSs and 34/2859 (1.19%) mentioned that they were “newbies.” Moreover, comments included modification knowledge: 346/2859 (12.10%) provided additional information, 227/2859 (7.94%) mentioned newly learned knowledge, and 162/2859 (5.67%) criticized the videos. Furthermore, few comments mentioned the dangers of ENDS modifications (136/2859, 4.76%) and tobacco use (7/2859, 0.24%). Lastly, among the 15 comments explicitly mentioning regulations, 13/2859 (0.45%) were against and 2/2859 (0.07%) were supportive of regulations. CONCLUSIONS: The results indicated acceptance and popularity of ENDS modifications and suggested that the videos might motivate current and new users to alter their devices. Few comments mentioned the risks and regulations. Regulatory research and agencies should be aware of online ENDS modification information and understand its impacts on users.