Twitter communication of agri‐food chain actors on palm oil environmental, socio‐economic, and health sustainability

Ruggeri, Arianna; Samoggia, Antonella

doi:10.1002/cb.1699

Cited by 35 publications

(30 citation statements)

References 92 publications

(166 reference statements)

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“…Some retailers use Twitter in a two-way communication manner (Li, 2015). For food manufacturers and retailers, Twitter content is mainly informative and avoids addressing sensitive issues (Ruggeri and Samoggia, 2018). For online retailers, Twitter content is mostly focused on customer service management issues, such as delivery, customer service and product performance (Ibrahim and Wang, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

Food retailing marketing management: social media communication for healthy food

Samoggia

Bertazzoli

Ruggeri

2019

IJRDM

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Purpose Healthy food sales have increased in recent decades. Retailers are widening their marketing management approach, including the use of social media to communicate with consumers and to promote healthy food. The purpose of this paper is to investigate European retailers’ social media communication content used to promote healthy food products, by analysing retailers’ Twitter messages and accounts characteristics, retailers’ Twitter messages content on healthy food and retailers’ Twitter accounts orientation on healthy food. Design/methodology/approach Data include approximately 74,000 tweets sent in 2016 from 90 corporate and brand accounts. The tweets were sent by the top 36 European retailers. Data elaboration includes quantitative content analysis of Twitter messages, which is used to identify healthy food categories’ occurrences and co-occurrences. Then, multiple multivariate-linear regression analyses explore the relation between retailers’ characteristics and healthy food messaging and between the overall content of retailer accounts and a healthy food focus. Findings The vast majority of retailers’ tweets on healthy food issues mainly address general health and sustainability issues. Tweets about food health and nutrition refer to food types, meals or consumer segments. Tweets about food sustainability refer to general issues. Analysis of retailer accounts shows that the larger the retailer is, the lower the relevance of healthy food. Retailers with high numbers of tweets and followers tend to decrease their attention to healthy food promotion. Compared to retailers with lower revenues, retailers with higher revenues tend to send a higher number of tweets that focus on healthy food but the incidence is lower compared to the overall accounts’ messaging. Research limitations/implications As the study focuses on a single category of food products, further research into other categories of retail products may contribute to a wider perspective. Future research may include graphical content/emoticons and extend the analysis to other social media platforms. Finally, social media data allow studies to cover a wide geographical area. However, in order to also value non-English written messaging, this research introduces some approximations in language interpretation. Practical implications The research provides insights into how retailers use social media and provides an overview of how retailers manage their social media communication in one of the most promising food product categories. Retailers manage social media communication content cautiously to minimise controversial issues. This study provides insights into the need to more effectively target the increasing number of social media users. Originality/value The research approach and findings of this study extend prior research on retailers’ communication management by improving the understanding of retailers’ use of social media and marketing communication content for their key products, focusing on healthy food.

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Section: Literature Reviewmentioning

confidence: 99%

Food retailing marketing management: social media communication for healthy food

Samoggia

Bertazzoli

Ruggeri

2019

IJRDM

Self Cite

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“…Thus, the ecofriendly labels and standards can play a significant role in influencing consumer purchase decisions [104]. However, results seem to indicate that users are not interested in communicate about sustainability in contrary to [42].…”

Section: Discussionmentioning

confidence: 99%

“…Word-count analysis has dominated [40,42] the research with Twitter data related to agricultural food. Manual content analysis is still one of the core methods used in foodrelated Twitter research [15].…”

Section: Literature Reviewmentioning

confidence: 99%

Identification and Analysis of Strawberries’ Consumer Opinions on Twitter for Marketing Purposes

Borrero

Zabalo

2021

Agronomy

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Data are currently characterized as the world’s most valuable resource and agriculture is responding to this global trend. The challenge in that particular field of study is to create a Digital Agriculture that help the agri-food sector grow in a fair, competitive environment. As automated machine learning techniques and big data are global research trends in agronomy, this paper aims at comparing different marketing techniques based on Content Analysis to determine the feasibility of using Twitter to design marketing strategies and to determine which techniques are more effective, in particular, for the strawberry industry. A total of 2249 hashtags were subjected to Content Analysis using the Word-count technique, Grounded Theory Method (GTM), and Network Analysis (NA). Findings confirm the results of previous studies regarding Twitter’s potential as a useful source of information due to its lower execution and analysis costs. In general, NA is more effective, cheaper, and faster for Content Analysis than that based both on GTM and automated Word-count. This paper reveals the potential of strawberry-related Twitter data for conducting berry consumer studies, useful in increasing the competitiveness of the berry sector and filling an important gap in the literature by providing guidance on the challenge of data science in agronomy.

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“…Firstly, ES with few tweets throughout the year (an indication of low consumer engagement) were excluded from the thematic analysis. Moreover, following the Twitter account selection criterion applied by Ruggeri and Samoggia (2018), only tweets from Twitter accounts with a minimum average of 100 tweets, retweets, or replies per year (at least one tweet per week since the account was opened) were considered. One hundred tweets mentioning and engaging with the ES using the @ function were collected in June 2018.…”

Section: Study 2: Thematic Analysismentioning

confidence: 99%

Examining consumer behaviour in the UK Energy sector through the sentimental and thematic analysis of tweets

Mogaji

Balakrishnan

Kieu

2020

J of Consumer Behaviour

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Consumer engagement with brands on social media has been empirically proven. However, little is known about consumers' natural behaviour on social media, as literature on this topic is still in an early stage of its evolution. Accordingly, this study aims to investigate and understand the group interactions of consumer behaviour, with a specific focus on tweets within the UK energy sector. Energy is a significant utility in the United Kingdom, and the sector is evolving more rapidly than ever before, with pressure being applied to energy suppliers to meet the demands of consumers. This study draws on social capital theory to investigate how UK consumers engage with their suppliers, as well as the knowledge‐sharing capabilities of the Twitter community. In Study 1, Python was used to conduct tweet mining and sentiment analysis to investigate the polarity in consumer engagement with 82 energy companies in the United Kingdom. Results indicated overall positive sentiments towards the energy suppliers, although the level of engagement varies across the different groups of suppliers. Study 2 followed up with a qualitative insight into the factors shaping consumers' behaviour as they engage with brands on social media. A thematic model emerges in the form of an interrelated conceptual theory comprising three stakeholders, the key relationships between them, and their natural behaviours. This study offers a contemporary, essential, and interconnected understanding of consumer behaviour online with a focus on the energy sector, and further advances research into online consumer behaviour, sentiment analysis, netnography, and social media research.

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Twitter communication of agri‐food chain actors on palm oil environmental, socio‐economic, and health sustainability

Cited by 35 publications

References 92 publications

Food retailing marketing management: social media communication for healthy food

Food retailing marketing management: social media communication for healthy food

Identification and Analysis of Strawberries’ Consumer Opinions on Twitter for Marketing Purposes

Examining consumer behaviour in the UK Energy sector through the sentimental and thematic analysis of tweets

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