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
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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.
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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。
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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.
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