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.     

Strategy implementation for the 2030 agenda: Insights from Brazilian companies

While firms' engagement with Corporate Social Responsibility has been associated with positive performance impacts, little is known about the incorporation of the United Nations 2030 Agenda into business practices. Precisely, although the literature suggests that firms are pursuing the Sustainable Development Goals (SDGs), there are limited insights on their strategy to implement them in the context of developing countries. To address this gap, we conducted a comprehensive large-scale investigation of 2030 Agenda adoption by Brazilian companies. Accordingly, the analysis of our multicase study reveals (1) variations on the business opportunities brought by the SDGs depending on the firm position in the value chain, (2) which SDGs and target stakeholders are addressed through corporate policies and practices, (3) the different ways firms embrace the SDGs to pursue ambidexterity. Our findings clarify how firms in the developing countries interpret the institutional pressures and assemble their internal resources to respond to the SDGs challenges. Boundary conditions and policy implications are further discussed.