I wake up and hit the JUUL: Analyzing Twitter for JUUL nicotine effects and dependence.

•Twitter can be used to analyze messages about nicotine, dependence, and withdrawal.•Users of JUUL are self-reporting symptoms of nicotine exposure and dependence.•Dependence tweets included use upon waking, compulsion, and inability to cut down.•Nicotine exposure tweets revealed themes related to self-reported physical effects.•Due to JUUL’s rising popularity and high nicotine content, more research is needed.