Background: Identifying how e-cigarette users perceive and approach quitting is important for the development of evidence-based resources for e-cigarette cessation. The purpose of this study was to unobtrusively identify reported motivations for cessation, experienced facilitators and barriers to quitting, and shared recommendations in conversations about e-cigarette cessation on Reddit. 

Methods: In two subreddit communities of e-cigarette users who were trying to quit, we searched for posts using five search terms (“advice”, “help”, “recommendations”, “support”, and “tips”) and randomly selected 20 posts in each search (n=191). We developed and applied a codebook of emergent codes and conducted data reduction and thematic analysis to identify patterns within and across codes that depict the emotional and physical experience of quitting e-cigarettes and the types, purpose, and perceived effectiveness of strategies used.  

Findings: Subreddit communities provided informational and emotional social support. Community participants shared personal stories about their cessation struggles and successes, solicited advice, and/or attempted to motivate others to quit using e-cigarettes. Conversations depicted an array of cessation strategies; often subredditors used multiple approaches that in combination were intended to help address the cognitive, emotional, and physical symptoms associated with quitting e-cigarettes. Contrasting narratives suggested that (1) quitting was an act of willpower and therefore was best done without support of cessation aids like nicotine replacement therapy (NRT) and countered that (2) cessation aids were effective and encouraged. Synthetic nicotine pouches were suggested as an alternative to NRT.  

Conclusion:  Empirical investigation of the practical strategies reported on Reddit might identify effective intervention components that are appealing and acceptable to e-cigarette users seeking to quit.