{"title":"用社交媒体分析探索推特上的食品消费趋势:以#Veganuary为例","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":null,"pages":null},"PeriodicalIF":2.4000,"publicationDate":"2023-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"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\":null,\"pages\":null},\"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}","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}
Exploring Food Consumption Trends on Twitter with Social Media Analytics: The Example of #Veganuary
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.
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.