scholarly journals Twitch user perceptions, attitudes and behaviours in relation to food and beverage marketing on Twitch compared with YouTube

2021 ◽  
Vol 10 ◽  
Author(s):  
Catherine C. Pollack ◽  
Diane Gilbert-Diamond ◽  
Jennifer A. Emond ◽  
Alec Eschholz ◽  
Rebecca K. Evans ◽  
...  
Keyword(s):  
Social Media ◽  
Negative Emotions ◽  
Food Marketing ◽  
Advertising Effectiveness ◽  
Chat Rooms ◽  
User Perceptions ◽  
Future Studies ◽  
Food And Beverage

Abstract Influencer marketing may be amplified on livestreaming platforms (e.g., Twitch) compared with asynchronous social media (e.g., YouTube). However, food and beverage marketing on Twitch has not been evaluated at a user level. The present study aimed to compare users’ self-reported exposure to food marketing and associated attitudes, consumption and purchasing behaviours on Twitch compared with YouTube. A survey administered via social media was completed by 621 Twitch users (90 % male, 64 % white, 69 % under 25 years old). Of respondents, 72 % recalled observing at least one food or beverage advertisement on Twitch. There were significant differences in the recall of specific brands advertised on Twitch (P < 0⋅01). After observing advertised products, 14 % reported craving the product and 8 % reported purchasing one. In chat rooms, 56 % observed conversations related to food and 25 % participated in such conversations. There were significant differences in the number of users who consumed various products while watching Twitch (P < 0⋅01). Of users who frequented YouTube (n 273), 65 % reported negative emotions when encountering advertising on YouTube compared with 40 % on Twitch (P < 0⋅01). A higher proportion felt Twitch's advertising primarily supported content creators (79 v. 54 %, P < 0⋅01), while a higher proportion felt that YouTube's advertising primarily supported the platform (49 v. 66 %, P < 0⋅01). The findings support that food marketing exposures on Twitch are noticeable, less bothersome to users and influence consumption and purchasing behaviours. Future studies are needed to examine how the livestreaming environment may enhance advertising effectiveness relative to asynchronous platforms.

scholarly journals Exploring the extent of digital food and beverage related content associated with a family-friendly event: a case study

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Ashley Amson ◽  
Lauren Remedios ◽  
Adena Pinto ◽  
Monique Potvin Kent
Keyword(s):  
Social Media ◽  
Fast Food ◽  
Food Marketing ◽  
Unhealthy Food ◽  
Food Category ◽  
Obesity Epidemic ◽  
Family Friendly ◽  
Food And Beverage ◽  
Coding Manual

Abstract Background Exposure to unhealthy food and beverage content is a contributing factor to the obesity epidemic. Youth are susceptible to unhealthy digital food marketing including content shared by their peers, which can be as influential as commercial marketing. Current Canadian regulations do not consider the threat digital food marketing poses to health. No research to date has examined the prevalence of food related posts on social media surrounding family-friendly events. The aim of this study was to explore the frequency of food related content (including food marketing) and the marketing techniques employed in social media posts related to a family-friendly event in Canada. Methods In this case study, a content analysis of social media posts related to a family-friendly event on Facebook, Twitter, and Instagram was conducted between January to February 2019. Each post containing food related content was identified and categorized by source and food category using a coding manual. Marketing techniques found in each food related post were also assessed. Results A total of 732 food and beverage related posts were assessed. These posts were most commonly promoted through Instagram (n = 561, 76.6%) with significantly more individual users (61.5%; p < 0.05) generating food and beverage related content (n = 198, 27%) than other post sources. The top most featured food category was fast food (n = 328, 44.8%) followed by dine-in restaurants (n = 126, 17.2%). The most frequently observed marketing techniques included predominantly featuring a child in the post (n = 124, 16.9%; p < 0.0001), followed by products intended for children (n = 118, 16.1%; p < 0.05), and the presence of family (n = 57, 7.8%; p < 0.0001). Conclusions The present study highlights the proliferation of unhealthy food and beverage content by individuals at a family-friendly event as well as the presence of food marketing. Due to the unfettered advertising found in digital spaces, and that they are largely unregulated, it is important for future policies looking to combat childhood obesity to consider incorporating social media into their regulations to safeguard family-friendly events. General awareness on the implications of peer to peer sharing of unhealthy food and beverage posts should also be considered.

scholarly journals A Multi-platform Approach to Monitoring Negative Dominance for COVID-19 Vaccine-Related Information Online

2021 ◽  
pp. 1-24
Author(s):  
Paola Pascual-Ferrá ◽  
Neil Alperstein ◽  
Daniel J. Barnett
Keyword(s):  
Social Media ◽  
Adverse Events ◽  
News Media ◽  
Search Behavior ◽  
Social Media Data ◽  
Future Studies ◽  
Related Information ◽  
Youtube Videos ◽  
Negative Dominance ◽  
Media Data

Abstract Objective The aim of this study was to test the appearance of negative dominance in COVID-19 vaccine-related information and activity online. We hypothesized that if negative dominance appeared, it would be a reflection of peaks in adverse events related to the vaccine, that negative content would attract more engagement on social media than other vaccine-related posts, and posts referencing adverse events related to COVID-19 vaccination would have a higher average toxicity score. Methods We collected data using Google Trends for search behavior, CrowdTangle for social media data, and Media Cloud for media stories, and compared them against the dates of key adverse events related to COVID-19. We used Communalytic to analyze the toxicity of social media posts by platform and topic. Results While our first hypothesis was partially supported, with peaks in search behavior for image and YouTube videos driven by adverse events, we did not find negative dominance in other types of searches or patterns of attention by news media or on social media. Conclusion We did not find evidence in our data to prove the negative dominance of adverse events related to COVID-19 vaccination on social media. Future studies should corroborate these findings and, if consistent, focus on explaining why this may be the case.

E‐voting: from apathy to adoption

2005 ◽  
Vol 18 (5) ◽  
pp. 586-601 ◽  
Author(s):  
L. Christian Schaupp ◽  
Lemuria Carter
Keyword(s):  
Technology Acceptance ◽  
Diffusion Of Innovation ◽  
Intention To Use ◽  
Content Type ◽  
Young Voters ◽  
User Perceptions ◽  
Future Studies ◽  
Election Process ◽  
Voting System ◽  
Electronic Voting System

PurposeTo identify the factors that influence adoption of e‐voting services by citizens between the ages of 18‐24.Design/methodology/approachThis study uses Carter and Belanger's (2005) model of e‐government adoption to assess young voters' intention to use an online voting system. The study integrates constructs from technology acceptance, diffusion of innovation, and web trust models. A survey is administered to 208 young voters. The data is analyzed using multiple regression analysis.FindingsResults indicate that user perceptions of compatibility, usefulness, and trust significantly impact their intention to use an electronic‐voting system. The model explains 76 percent of the variance in young voters' intention to use an e‐voting system.Research limitations/implicationsThe study only explores the perceptions of one age group. Future studies could use the model to access adoption perceptions of a more diverse pool of citizens.Practical implicationsGovernment agencies should emphasize the benefits of this electronic service to young voters. If marketed properly, the convenience and compatibility of e‐voting may be influential enough to motivate this normally apathetic demographic to participate in the election process.Originality/valueThis study explores adoption of internet voting by young citizens. An understanding of the factors that influence this demographics' intention to use e‐voting systems can be used to increase voter participation. The findings of this study also lay the foundation for future studies on e‐voting adoption.

Exposure to unhealthy food and beverage advertising during the school commute in Australia

2021 ◽  
pp. jech-2021-217032
Author(s):  
Gina Trapp ◽  
Paula Hooper ◽  
Lukar E Thornton ◽  
Kelly Kennington ◽  
Ainslie Sartori ◽  
...  
Keyword(s):  
Health Status ◽  
Food Marketing ◽  
Unhealthy Food ◽  
Outdoor Advertising ◽  
Content Type ◽  
Marketing Environment ◽  
Dietary Behaviours ◽  
Food Advertisements ◽  
Food And Beverage ◽  
High Level

BackgroundFood marketing exposure has the potential to influence children’s dietary behaviours and health status, however, few studies have identified how ‘obesogenic’ the outdoor food marketing environment is along public transport (bus and/or train) or walking routes that children take to school.MethodsAudits of all outdoor advertisements present along likely train, bus and walking routes to 24 secondary schools (ie, 3 routes per school, 72 routes total) were conducted in Perth, Western Australia (WA). The size, content, type and setting of each advertisement were recorded in accordance with the International Network for Food and Obesity/non-communicable diseases Research, Monitoring and Action Support protocol for monitoring outdoor advertising.ResultsOf the 4016 total advertisements observed, almost half were for food (n=1754, 44%) and of these, 80% (n=1397) advertised discretionary (non-core) foods, and 8% (n=138) advertised healthy (core) foods. On average, commuting to school by train, bus and walking exposed Perth schoolchildren to 37.1, 22 and 4.5 discretionary (non-core) food ads per one-way trip to school, respectively.ConclusionsChildren living in Perth, WA experience a high level of exposure to unhealthy outdoor food advertisements during the school commute. Policies which restrict the placement and content of outdoor advertising, could be a useful strategy in the fight against childhood obesity.

Factor Analysis of Students’ Exposure to Social Media for Food and Beverage

2021 ◽  
Vol 8 (2) ◽  
pp. 113-118
Author(s):  
Noora Shrestha
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Data Set ◽  
Factors Associated ◽  
Rotation Method ◽  
The Social ◽  
Food And Beverage ◽  
Social Media Platforms ◽  
Strongly Agree ◽  
Self Administered Questionnaire

Food and beverage marketing on social media is a powerful factor to influence students’ exposure to social media and application for food and beverage. It is a well-known fact that most of the food and beverage business target young people on the social media. The objective of the study is to identify the factors associated to the students’ exposure in the social media platforms for food and beverage. The young students between the ages 20 to 26 years completed a self-administered questionnaire survey on their media use for food and beverages. The questionnaire was prepared using Likert scale with five options from strongly agree to strongly disagree. The data set was described with descriptive statistics such as mean and standard deviation. The exploratory factor analysis with varimax rotation method was used to extract the factors. The most popular social media among the respondents were Facebook, Instagram, and You Tube. 73.3% of the students were exposed to food and beverage application in their mobile device and 76% of them followed the popular food and beverage pages in social media. The result revealed that social media posts, promotional offer, and hygienic concept have positively influenced majority of the students’ exposure to social media for food and beverage. Keywords: Factor analysis, Social Media, Food and Beverage, Student, Promotional Offer.

scholarly journals Megachurch Pastor Twitter Activity: An Analysis of Rick Warren and Andy Stanley, Two of America’s Social Pastors

2014 ◽  
Vol 3 (2) ◽  
pp. 1-32
Author(s):  
Susan Codone
Keyword(s):  
Social Media ◽  
Church Leaders ◽  
Future Studies ◽  
Ministry Leadership ◽  
The Social ◽  
Mega Church ◽  
Use Of Social Media ◽  
Twitter Activity ◽  
Ministry Leaders ◽  
Community Church

Mainstream church leaders have taken to Twitter as a platform for spreading their message and promoting their churches. This study examines two American mega-church pastors, Rick Warren of Saddleback Church in Orange County, California, and Andy Stanley of North Point Community Church in Atlanta, Georgia. The main objectives of this study are to analyse the Twitter activity of both pastors in an attempt to categorize their tweets according to research-based guidelines and to suggest new categories for ministry leaders who use social media. The study also tracks the Twitter activity over the life of the @rickwarren and @andystanley accounts. The study shows intriguing applications of Twitter by these two pastors and makes recommendations for those in ministry leadership who wish to use Twitter as a broadcast platform for their personal and ministry messages. Because research in ministerial use of social media is young, future studies are needed to determine if these recommendations can apply to the social media activity of other ministry leaders and to explore how ministry leaders across the religious spectrum are using social media.

scholarly journals Internet Users Engage More With Phatic Posts Than With Health Misinformation On Facebook

2019 ◽  
Author(s):  
Manon Berriche ◽  
Sacha Altay
Keyword(s):  
Social Media ◽  
Social Relations ◽  
Cultural Evolution ◽  
Negative Emotions ◽  
Interdisciplinary Approach ◽  
Emotional Valence ◽  
Real World Data ◽  
Internet Users ◽  
Depth Analysis ◽  
Evolution Dynamics

Social media like Facebook are harshly criticized for the propagation of health misinformation. Yet, little research has provided in-depth analysis of real-world data to measure the extent to which Internet users engage with it. This article examines 6.5 million interactions generated by 500 posts on an emblematic case of online health misinformation: the Facebook page Santé + Mag, which generates five times more interactions than the combination of the five best-established French media outlets. Based on the literature on cultural evolution, we tested whether the presence of cognitive factors of attraction, that tap into evolved cognitive preferences, such as information related to sexuality, social relations, threat, disgust or negative emotions, could explain the success of Santé + Mag’s posts. Drawing from media studies findings, we hypothesized that their popularity could be driven by Internet users’ desire to interact with their friends and family by sharing phatic posts (i.e. statements with no practical information fulfilling a social function such as “hello” or “sister, I love you”).We found that phatic posts were the strongest predictor of interactions, followed by posts with a positive emotional valence. While 50% of the posts were related to social relations, only 28% consisted of health misinformation. Despite its cognitive appeal, health misinformation was a negative predictor of interactions. Sexual contents negatively predicted interactions and other factors of attraction such as disgust, threat or negative emotions did not predict interactions. These results strengthen the idea that Facebook is first and foremost a social network used by people to foster their social relations, not to spread online misinformation. We encourage researchers working on misinformation to conduct finer-grained analysis of online contents and to adopt interdisciplinary approach to study the phatic dimension of communication, together with positive contents, to better understand the cultural evolution dynamics of social media.

scholarly journals MANAGING BRANDS’ POPULARITY ON FACEBOOK: POST TIME, CONTENT, AND BRAND COMMUNICATION STRATEGIES

2019 ◽  
Vol 34 (2) ◽  
pp. 185 ◽  
Author(s):  
Tri Hanifawati ◽  
Utan Sahiro Ritonga ◽  
Euis Evi Puspitasari
Keyword(s):  
Social Media ◽  
Significant Influence ◽  
Research Method ◽  
Communication Strategies ◽  
Seemingly Unrelated Regression ◽  
Review Of The Literature ◽  
Purchasing Intention ◽  
Unrelated Regression ◽  
Food And Beverage ◽  
Time Information

Introduction: A brand’s popularity on social media affects its customers’ purchasing intention and purchasing decision. Background Problem: A review of the literature shows that a brand’s popularity on social media has a secure connection with its content and the time information about it is posted; allegedly the brand’s interactions are also influential. Indicators of its popularity include the number of likes, shares, comments, and views for it. Novelty: Previous brand popularity studies were limited to the features of likes, comments, and shares as a function of the content and time, and OLS was commonly used. However, this study adds the views feature and the function of the administrator’s comments to complete the gap. GLS is used as the method of analysis. Research Method: Data are collected through the observation of six top international food and beverage products’ categories on the Facebook fan page. The data were analyzed using the Seemingly Unrelated Regression (SUR), and the Mann-Whitney and Kruskal-Wallis methods. Findings: The study’s findings shows that video and the day to post have a significant influence and increase the number of likes, shares, comments, and views. A caption only shows significance to increase the number of likes and shares. The hour has a significant effect on comments and shares. The time of posting indicates that posting on weekdays and during busy periods is more effective for increasing the popularity of brands. The administrator’s comments significantly influence the increase in the number of comments and views, while two-way communication is more significant for increasing a brand’s popularity. Conclusion: These findings provide a deeper insight to help managers to improve their brand’s popularity on social media by exploring how brands manage their fan pages.

scholarly journals An Analysis of Hate Speech among Armenian Facebook Users

2021 ◽  
Vol 7 (1) ◽  
pp. 1-14
Author(s):  
Lilit Bekaryan
Keyword(s):  
Social Media ◽  
Sexual Orientation ◽  
Best Practices ◽  
Hate Speech ◽  
Negative Emotions ◽  
Online Communication ◽  
Passive Voice ◽  
Success Stories ◽  
Language Analysis ◽  
Facebook Pages

Social media networking websites have become platforms where users can not only share their photos, moments of happiness, success stories and best practices, but can also voice their criticism, discontent and negative emotions. It is interesting to follow how something that starts as a mere disagreement or conflict over clashing interests or values can develop into a hateful exchange on Facebook that targets social media users based on their gender, religious belonging, ethnicity, sexual orientation, political convictions etc. The present research explores how hateful posts and comments can start among Facebook users, and studies the language means employed in their design. The factual material was retrieved from more than ten open Facebook pages managed by popular Armenian figures, such as media experts, journalists, politicians and bloggers, in the period 2018–2020. The analysis of hate speech samples extracted from these sources shows that hate speech can find its explicit and implicit reflection in the online communication of Armenian Facebook users, and can be characterised by contextual markers such as invisibility, incitement to violence, invectiveness and immediacy. The language analysis of the posts and comments comprising hate speech has helped to identify language features of hateful comments including informal tone, use of passive voice, abusive and derogatory words, rhetorical or indirectly formed questions, generalisations and labelling.

Who is Setting Emotions? A Comparative Study on Emotion Diffusion in Social Media among Public, Government and Media during the COVID-19 Pandemic in China (Preprint)

2021 ◽  
Author(s):  
Shuhuan Zhou ◽  
Yi Wang
Keyword(s):  
Social Media ◽  
Information Exchange ◽  
Positive Emotions ◽  
Negative Emotions ◽  
Chinese Government ◽  
The Public ◽  
The Media ◽  
The Government ◽  
The Impact ◽  
Time Point

BACKGROUND During the COVID-19 outbreak, social media served as the main platform for information exchange, through which the Chinese government, media and public would spread information. At the same time, a variety of emotions interweave, and the public emotions would also be affected by the government and media. OBJECTIVE This study aims to investigate the types, trends and relationships of emotional diffusion in Chinese social media among the public, the government and the media under the pandemic of COVID-19 (December 30,2019, to July 1,2020) . METHODS In this paper, Python 3.7.0 and its data crawling framework Scrapy 1.5.1 are used to write a web crawler program to search for super topics related to COVID-19 on Sina Weibo platform of different keywords . Then, we used emotional lexicon to analyze the types and trends of the public, government and media emotions on social media. Finally cross-lagged regression was applied to build the relationships of different subjects’ emotions. RESULTS The highlights of our study are threefold: (1) The public, the government and the media mainly diffuse positive emotions during the COVID-19 pandemic in China; (2) Emotional diffusion shows a certain change over time, and negative emotions are obvious in the initial phase of the pandemic, with the development of the pandemic, positive emotions surpass negative emotions and remain stable. (3)The impact among the three main emotions with the period as the time point is weak, while the impact of emotion with the day as the time point is relatively obvious. The emotions of the public and the government impact each other, and the media emotions can guide the public emotions. CONCLUSIONS This is the first study of comparing pubic, government and media emotions on the social media during COVID-19 pandemic in China. The pubic, the government and the media mainly diffuse positive emotions during the pandemic. And the government and the media have better effect on short-term emotional guidance. Therefore, when the pandemic suddenly occurs, the government and the media should intervene in time to solve problems and conflicts and diffuse positive and neutral emotions. In this regard, the government and the media can play important roles through social media in the major outbreaks. At the theoretical level, this paper takes China's epidemic environment and social media as the background to provide one of the explanatory perspectives for the spread of emotions on social media. At the some time, because of this special background, it can provide comparison and reference for the research on internet emotions in other countries.

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