Social media exploration for understanding food product attributes perception: the case of coffee and health with Twitter data

Purpose: Food companies and consumers are increasingly interested in healthy food and beverages. Coffee is one of the most commonly consumed beverages worldwide. There is increasing consensus that coffee consumption can have beneficial effects on human body. This paper aims at exploring Twitter messages' content and sentiment towards health attributes of coffee. Design/methodology/approach: The research adopted a utilitarian and hedonic consumer behaviour perspective to analyse online community messages. A sample of 13,000 tweets, from around 4,800 users, that mentions keywords coffee and health was collected on a daily basis for a month in mid-2017. The tweets were categorized with a term frequency analysis, keyword-in-context analysis and sentiment analysis. Findings: Results showed that the majority of tweets are neutral or slightly positive towards coffee’s effects on health. Media and consumers are dynamic Twitter users. Findings support that coffee consumption brings favourable emotions, wellness, energy, positive state of mind and an enjoyable and trendy lifestyle. Many tweets have a positive perception of coffee health benefits, especially relating to mental and physical well-being. Research limitations/implications: The high number of users and tweets analysed compensates the limited amount of time of data collection, Twitter messages' restricted number of characters and quantitative software analysis limitations. Practical implications: The research provides valuable suggestions for food and beverage industry managers. Originality/value: This work adds value to the literature by expanding scholars' research on food product attributes perception analysis by using social media as a source of information. Moreover, it provides valuable information on marketable coffee attributes