Food Bloggers on the Twitter Social Network: Yummy, Healthy, Homemade, and Vegan Food

• Published in: Foods Vol. 11; no. 18; p. 2798
• Main Authors: Pilař, Ladislav, Pilařová, Lucie, Chalupová, Martina, Kvasničková Stanislavská, Lucie, Pitrová, Jana
• Format: Journal Article
• Language: English
• Published: Basel MDPI AG 01.09.2022; MDPI
• Subjects: Clusters; Consumer behavior; Cultural factors; Digital media; Eating; Eating behavior; Fast food; Food; food blogger; Food habits; Food science; Forecasts and trends; healthy food; home-made food; Influence; Marketing; Marketing research; Online social networks; Social network analysis; Social networks; Social organization; Tags; Twitter; Vegan; vegan food; Veganism; Vegetarian foods; Czech Republic
• ISSN: 2304-8158; 2304-8158
• DOI: 10.3390/foods11182798

Many people now consider social networking to be an indispensable tool. There are now over 4.6 billion social media users, who leave a digital footprint through their online interactions. These big data provide enormous research potential for identifying the social and cultural aspects of the monitored topic. Moreover, the use of social media platforms has been found to have an impact on eating habits. The analysis of these social networks is thus essential to understand the factors that influence eating habits. To this aim, we identified the main topics associated with food bloggers on Twitter using the Social Media Analysis based on the Hashtag Research Framework of 686,450 Tweets captured from 171,243 unique users from 1 January 2017 to 30 May 2022. Based on the analysis of communication on Twitter, the most communicated hashtags in the food blogger sphere were as follows: #yummy, #healthy, #homemade, and #vegan. From the point of view of communities, three major clusters were identified, including (1) healthy lifestyle, (2) home-made food, and (3) fast food, and two minor clusters were identified, namely, (4) breakfast and brunch and (5) food traveling.