Exploring Food Consumption Trends on Twitter with Social Media Analytics: The Example of #Veganuary

IF 2.4 Q2 AGRICULTURAL ECONOMICS & POLICY EuroChoices Pub Date : 2023-08-01 DOI:10.1111/1746-692x.12403
L. Drescher, Carola Grebitus, J. Roosen
{"title":"Exploring Food Consumption Trends on Twitter with Social Media Analytics: The Example of #Veganuary","authors":"L. Drescher, Carola Grebitus, J. Roosen","doi":"10.1111/1746-692x.12403","DOIUrl":null,"url":null,"abstract":"Using the example of the hashtag #veganuary, a neologism of vegan and January, on Twitter with over 52,000 tweets from 2022, this article shows how Social Media Analytics can provide valuable insights into timing, volume and sentiment within any emerging (consumer) trend. Social Media Analytics is increasingly being used for the analysis of Social Media data. Whether consumers, politicians or entrepreneurs, all stakeholders in the food value chain are present on Social Media and talk about various trends in food and agriculture. In the form of an overview article, this contribution uses the example of the Vegan Challenge to demonstrate how a combination of the manifold methods of Social Media Analytics can provide extensive insights into the public discourse on food topics. It shows that #veganuary communication on Twitter has a predominantly positive connotation in the discussion of all stakeholders involved. The Vegan Challenge can also be categorised as a strong marketing campaign with a competitive character. #veganuary is commonly discussed on Twitter in tweets related to topics, such as veganism and the climate crisis. We argue that Social Media Analytics usefully extends classical analytical tools of consumer research on emerging and spreading food trends, and offers opportunities for many research studies.","PeriodicalId":44823,"journal":{"name":"EuroChoices","volume":" ","pages":""},"PeriodicalIF":2.4000,"publicationDate":"2023-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"EuroChoices","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1111/1746-692x.12403","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"AGRICULTURAL ECONOMICS & POLICY","Score":null,"Total":0}
引用次数: 1

Abstract

Using the example of the hashtag #veganuary, a neologism of vegan and January, on Twitter with over 52,000 tweets from 2022, this article shows how Social Media Analytics can provide valuable insights into timing, volume and sentiment within any emerging (consumer) trend. Social Media Analytics is increasingly being used for the analysis of Social Media data. Whether consumers, politicians or entrepreneurs, all stakeholders in the food value chain are present on Social Media and talk about various trends in food and agriculture. In the form of an overview article, this contribution uses the example of the Vegan Challenge to demonstrate how a combination of the manifold methods of Social Media Analytics can provide extensive insights into the public discourse on food topics. It shows that #veganuary communication on Twitter has a predominantly positive connotation in the discussion of all stakeholders involved. The Vegan Challenge can also be categorised as a strong marketing campaign with a competitive character. #veganuary is commonly discussed on Twitter in tweets related to topics, such as veganism and the climate crisis. We argue that Social Media Analytics usefully extends classical analytical tools of consumer research on emerging and spreading food trends, and offers opportunities for many research studies.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
用社交媒体分析探索推特上的食品消费趋势:以#Veganuary为例
本文以#veganuary(素食主义者和一月份的新词)为例,在推特上有超过52000条推文,从2022年开始,这篇文章展示了社交媒体分析如何在任何新兴(消费者)趋势中提供有关时机、数量和情绪的宝贵见解。社交媒体分析越来越多地被用于分析社交媒体数据。无论是消费者、政治家还是企业家,食品价值链上的所有利益相关者都出现在社交媒体上,谈论食品和农业的各种趋势。以概述文章的形式,本文以素食挑战为例,展示了社交媒体分析的多种方法如何结合起来,为公众对食品话题的讨论提供广泛的见解。这表明Twitter上的#veganuary交流在所有相关利益相关者的讨论中具有主要的积极内涵。素食挑战也可以归类为具有竞争性的强大营销活动。#veganuary是推特上与素食主义和气候危机等话题相关的推文中经常讨论的话题。我们认为,社交媒体分析有效地扩展了消费者研究的经典分析工具,以了解新兴和传播的食品趋势,并为许多研究提供了机会。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
EuroChoices
EuroChoices AGRICULTURAL ECONOMICS & POLICY-
CiteScore
5.20
自引率
7.10%
发文量
22
期刊介绍: EuroChoices is a full colour, peer reviewed, outreach journal of topical European agri-food and rural resource issues, published three times a year in April, August and December. Its main aim is to bring current research and policy deliberations on agri-food and rural resource issues to a wide readership, both technical & non-technical. The need for this is clear - there are great changes afoot in the European and global agri-food industries and rural areas, which are of enormous impact and concern to society. The issues which underlie present deliberations in the policy and private sectors are complex and, until now, normally expressed in impenetrable technical language.
期刊最新文献
Issue Information The 2030 Veterinary Antimicrobial Sales Reduction Target in Europe: Where Are We? L'objectif de réduction des ventes d'antimicrobiens vétérinaires en Europe d'ici 2030 : où en sommes-nous ? Das Umsatzreduktionsziel für veterinärmedizinische antimikrobielle Mittel bis 2030 in Europa: Wo stehen wir? Mandatory vs. Voluntary? How to Conceive and Implement the ‘Right’ Measures to Fight AMR Obligatoires ou volontaires ? Comment concevoir et mettre en œuvre les ‘bonnes’ mesures pour lutter contre la résistance aux antimicrobiens Verpflichtend oder freiwillig? Wie lassen sich die ‚richtigen‘ Maßnahmen zur Bekämpfung der AMR konzipieren und umsetzen? European Countries have Reduced Antimicrobial Use (AMU) in Livestock but Have They Also Replaced and Rethought AMU? A Qualitative Approach Les pays européens ont réduit l'utilisation des antimicrobiens (AMU) dans l’élevage, mais ont-ils également remplacé et repensé cet usage ? Une approche qualitative Europäische Länder haben den Einsatz antimikrobieller Mittel (AMU) in der Nutztierhaltung reduziert, aber haben sie AMU auch ersetzt und überdacht? Ein qualitativer Ansatz AMR as a Global and One Health Issue: the Challenge to Adapt a Global Strategy in Two Low- and Middle-income Countries, Mozambique and Vietnam La résistance aux antimicrobiens comme problème de santé globale et de santé unique : le défi d'adapter une stratégie mondiale dans deux pays à revenu faible et intermédiaire, le Mozambique et le Vietnam AMR als globales und One-Health-Problem: die Herausforderung, eine globale Strategie in zwei Ländern mit niedrigem und mittlerem Einkommen – Mosambik und Vietnam – umzusetzen
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1