Artikel ; Online: Exploring Food Consumption Trends on Twitter with Social Media Analytics: The Example of #Veganuary
EuroChoices. 2023 Aug., v. 22, no. 2 p.45-52
2023
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 ...
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. |
---|---|
Schlagwörter | climate ; food consumption ; nutritive value ; stakeholders ; supply chain ; vegan diet |
Sprache | Englisch |
Erscheinungsverlauf | 2023-08 |
Umfang | p. 45-52. |
Erscheinungsort | John Wiley & Sons, Ltd |
Dokumenttyp | Artikel ; Online |
Anmerkung | JOURNAL ARTICLE |
ZDB-ID | 2221925-0 |
ISSN | 1746-692X ; 1478-0917 |
ISSN (online) | 1746-692X |
ISSN | 1478-0917 |
DOI | 10.1111/1746-692X.12403 |
Datenquelle | NAL Katalog (AGRICOLA) |
Volltext online
Zusatzmaterialien
Kategorien
Über subito bestellen
Dieser Service ist kostenpflichtig (siehe Lieferbedingungen von subito). Bestellungen, die einen Artikel nebst Supplementary Material umfassen, werden grundsätzlich wie mehrfache Bestellungen bearbeitet. Gebühren fallen in diesen Fällen für jede einzelne Bestellung an.