Response to the Netflix Docuseries “Big Vape: The Rise and Fall of JUUL”: Mixed Methods Analysis of YouTube Comments Using Qualitative Coding and Topic Modeling

To the best of our knowledge, this is the first study to examine viewer reactions to the docuseries about JUUL. Our analysis of YouTube comments offers insight into current sentiment and misinformation regarding NTPs and highlights the potential utility of using mixed methods to analyze NTP-related social media data, and the benefits of integrating computational and human qualitative research to analyze social media perceptions of e-cigarettes. Public health professionals can use our findings to help develop tailored health communication messages to address common sentiment and misconceptions related to JUUL, other e-cigarette products, and new NTP products.