Exploring Food Consumption Trends on Twitter with Social Media Analytics: The Example of #Veganuary Explorer les tendances de consommation alimentaire sur Twitter avec l'analyse des médias sociaux : L'exemple du #Veganuary Trends im Lebensmittelkonsum auf Twitter: Eine Untersuchung mit Social Media Analytics am Beispiel #Veganuary

IF 2.4 Q2 AGRICULTURAL ECONOMICS & POLICY EuroChoices Pub Date : 2023-08-12 DOI:10.1111/1746-692X.12403
Larissa S. Drescher, Carola Grebitus, Jutta Roosen
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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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通过社交媒体分析探索Twitter上的食品消费趋势:素食主义者的例子
本文以#veganuary标签为例,这是一个素食主义者和一月的新词,从2022年起,推特上有52000多条推文,展示了社交媒体分析如何在任何新兴(消费者)趋势中提供对时间、数量和情绪的有价值见解。社交媒体分析越来越多地用于分析社交媒体数据。无论是消费者、政治家还是企业家,食品价值链中的所有利益相关者都会出现在社交媒体上,谈论食品和农业的各种趋势。本文以综述文章的形式,以素食挑战为例,展示了社交媒体分析的多种方法的结合如何为食品话题的公共话语提供广泛的见解。这表明,在所有相关利益相关者的讨论中,推特上的素食交流具有主要的积极内涵。素食者挑战赛也可以被归类为具有竞争性的强大营销活动#素食主义通常在推特上与素食主义和气候危机等话题相关的推文中讨论。我们认为,社交媒体分析有效地扩展了消费者研究新兴和传播食品趋势的经典分析工具,并为许多研究提供了机会。
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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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