Let's Quit Together: Exploring Textual Factors Promoting Supportive Interactions in Online Cannabis Support Forums

There is an increasing number of cannabis users joining online cannabis support forums seeking social support for their withdrawal attempts. In this study we propose a research model focused on online cannabis support forums, hypothesizing about the effects of the textual features of the subject lines of discussion threads and thread-initiating messages on the quality and helpfulness of discussion threads. We tested the proposed model by analyzing 27,167 discussion threads downloaded from a large online support forum for cannabis quitters. The effectiveness of thread subject lines and the self-disclosure of emotion-related withdrawal symptoms in thread-initiating messages positively predicted the amount of informational and emotional support received in a thread. The self-disclosure of behavioral physical-related withdrawal symptoms and the diversity of self-disclosure information predicted informational support but not emotional support. Additionally, the amount of informational and emotional support received in a thread were positively associated with the thread initiator's continued discussions in the thread. Lastly, emotional support, but not informational support, predicted the overall helpfulness of a thread. Research and practical implications of the study's findings are discussed.