Due to the rapid development of information technology, an increasing number of smokers choose online smoking cessation communities to interact with other individuals to help themselves quit smoking. Though it is well known that social support plays a key role in the process of smoking cessation, the features of social support that one can get from online smoking cessation communities remain unclear. We collected user interaction data from the largest Chinese online smoking cessation community, the quit smoking forum of Baidu Tieba. We selected 2758 replies from 29 active repliers and 408 correlated posts as our data set. Multidimensional content analysis is carried out from three aspects: posting scenarios, user quitting behavior stages, and types of social support. This article also explores the co-occurrence relationships of different types of social support by social network analysis. Results showed that users receive different compositions of social support in various posting scenarios and behavior stages. In most cases, emotional support is the most typical support the community provides. The community will provide more informational support when needed. Besides, informational support, especially personal experience and perceptual knowledge, has more diverse combination patterns with other types of social support. "Gratitude-Mutual assistance" and "Encouragement-Mutual assistance" are the most frequent co-occurrence relationships. The online smoking cessation community brings people who quit smoking together, and users provide rich types of social support for each other. Users can effectively obtain expected social support in different posting scenarios and smoking cessation stages. Smoking cessation projects should be designed to promote user communication and interaction, which positively affects achieving users' smoking cessation goals.
Keywords: content analysis; online health community; online user behavior; smoking cessation; social support.