Exploring Social Media Data to Understand How Stakeholders Value Local Food: A Canadian Study Using Twitter
Exploring Social Media Data to Understand How Stakeholders Value Local Food: A Canadian Study Using Twitter
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探索社交媒体数据以了解利益相关者如何评价当地食品：一项使用 Twitter 的加拿大研究
DOI：
10.3390/su132413920
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发表时间：
2021
期刊：
影响因子：
3.9
通讯作者：
L. Dubé
中科院分区：
文献类型：
--
作者：
Marilyne Chicoine;Francine Rodier;Fabien Durif;S. Schillo;L. Dubé
消费当地食品是世界各地工业化国家的一个主要趋势，在我们正在经历的大流行病背景下，这种消费经历了前所未有的狂热。自危机开始以来，在各种媒体上，关于当地食物的宣传似乎不一致。然而，如果公司希望彼此合作，它们将有兴趣更好地沟通客户所重视的当地多方面的领域，或者采用相同的语言。本研究旨在通过对加拿大农业食品利益相关者的沟通媒介之一Twitter的数据挖掘，识别和评估加拿大农业食品利益相关者对不同地方食品含义的“适合”或“差距”。使用来自加拿大农业食品公司的1300多个Twitter账户和一个流行的标签的推文，我们通过创建和使用基于接近度概念的当地食品关键词词典来分析他们在2019年和2020年的推文样本。对16,585条关于当地食物的推文进行词频和多变量方差分析，发现在通信中使用的接近度维度上存在显著差异。这项研究表明，使用接近的概念，以更好地定义和理解当地食品的价值的兴趣。此外，它还提供了一种方法，能够使用可通过社交媒体访问的自然数据来区分产品本地意义的细微差别。
The consumption of local food, a major trend in industrialized countries around the world has experienced an unprecedented craze in the pandemic context that we are experiencing. Since the beginning of the crisis and in various media, communication about local food seems inconsistent. However, companies would have every interest in better communicating the multifaceted areas of the locality that customers value or adopting the same language if they wish to collaborate with each other. This research aims to identify and evaluate the “fit” or the “gap” of the different local food’ meanings of Canadian agri-food stakeholders through data mining of one of their communication media: Twitter. Using tweets by over 1300 Twitter accounts from Canadian agri-food companies and a popular hashtag, we analyze a sample of their tweets in 2019 and 2020 by creating and using a local food’ keyword dictionary based on the concept of proximity. Term frequency and multivariate analysis of variance of 16,585 tweets about local food show significant differences in dimensions of proximity used in communications. This study shows the interest of using the concept of proximity to better define and understand the valuation of local food products. In addition, it offers a methodology capable of distinguishing the nuances of meaning of the locality of products using natural data that is accessible via social media.