Understanding the Impact of Marketing Outcomes from the Hashtags of the Wellness Industry: Twitter Perspective

Q2 Social Sciences

Journal of Content, Community and Communication Pub Date : 2022-12-30 DOI:10.31620/jccc.12.22/08

Prashant Chaudhary, Prabha Kiran, S. Shimpi

引用次数: 0

Abstract

The study aims to find the surge in the interest in wellness that can be measured by the strength of the sentiment and find the hashtags that are playing a major trend on Twitter with the advent of the pandemic. To provide an original contribution to this research, around a hundred core hashtags related to the wellness industry are collected by taking advantage of the Twitter API, an application that helps to mine the data of billions of users and tweets, through ―Streaming API‖. The findings highlight that few hashtags highlight positive sentiment as well as stronger negative sentiment due to various factors. The study has applications that would be useful to marketers as this research opens a new direction regarding the hashtag of the Wellness industry.

查看原文本刊更多论文

从健康行业的哈希标签理解营销结果的影响：推特视角

这项研究旨在发现人们对健康的兴趣激增，这可以用情绪的强度来衡量，并找到随着疫情的到来，在推特上成为主要趋势的标签。为了对这项研究做出原创贡献，利用Twitter API收集了大约100个与健康行业相关的核心标签，该应用程序通过“流媒体API”帮助挖掘数十亿用户和推文的数据。研究结果强调，由于各种因素，很少有标签能突出正面情绪，也很少有负面情绪更强。这项研究的应用将对营销人员有用，因为这项研究为健康行业的标签开辟了一个新的方向。

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分钟内获得全文求助全文

来源期刊

Journal of Content, Community and Communication Social Sciences-Communication

CiteScore

2.90

自引率

0.00%

发文量

期刊介绍： Amity School of Communication, AUMP, Gwalior is publishing a bi-annual referred and peer-reviewed journal named “Journal of Content, Community & Communication”. The Journal of Content, Community & Communication aims at delving into inquiry into and providing a forum for discussion pertaining to contemporary communication issues within wider social, economic, cultural and technological contexts. The journal promotes analyzing contemporary communication issues in new light and research. It will aim at bringing to the surface, innovative ways of research to initiate a dialogue on an array of subject matters in the field of communication theory and practice. The journal will engage in a wide range of themes in the media studies, digital media, and communication management among others.