RT Journal Article
T1 Identification and Analysis of Strawberries’ Consumer Opinions on Twitter for Marketing Purposes
A1 Borrero Sánchez, Juan Diego
A1 Zabalo Torrejón, Alberto José
AB Data are currently characterized as the world’s most valuable resource and agriculture isresponding to this global trend. The challenge in that particular field of study is to create a DigitalAgriculture that help the agri-food sector grow in a fair, competitive environment. As automatedmachine learning techniques and big data are global research trends in agronomy, this paper aims atcomparing different marketing techniques based on Content Analysis to determine the feasibility ofusing Twitter to design marketing strategies and to determine which techniques are more effective, inparticular, for the strawberry industry. A total of 2249 hashtags were subjected to Content Analysisusing 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 ofinformation 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 automatedWord-count. This paperreveals the potential of strawberry-related Twitter data for conducting berry consumer studies, usefulin increasing the competitiveness of the berry sector and filling an important gap in the literature byproviding guidance on the challenge of data science in agronomy.
PB MDPI
YR 2021
FD 2021-04
LK http://hdl.handle.net/10272/19895
UL http://hdl.handle.net/10272/19895
LA eng
NO Borrero Sánchez, J. D., & Zabalo Torrejón, A. (2021). Identification and Analysis of Strawberries’ Consumer Opinions on Twitter for Marketing Purposes. Agronomy, 11(4), 809. DOI: https://doi.org/10.3390/agronomy11040809
DS Repositorio Institucional de la Universidad de Huelva
RD 29 may 2026