University of Twente Student Theses


Keyplayers in de risicocommunicatie over voeding op sociale media

Dinkla, H. (2015) Keyplayers in de risicocommunicatie over voeding op sociale media.

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Abstract:This study examined how the communication of social media users was characterised. The tone of voice of the posts in social media was also measured. The reason for this study was the publication of the cohort studies performed by Michaëlsson et al. (2014) where was stated that drinking of more than three glasses of milk per day was with risk. Keyplayers were identified by a ratio and the tone of voice was measured from the posts of social media users on Twitter and Facebook in a pré study and a main study. This study showed that keyplayers could be identified in social media like Twitter and Facebook. Keyplayers were also identified as sources the social media users used in their posts. Social media users with a relevant occupation within the food sector used a more positive tone of voice than social media users without a relevant occupation. No differences were found in the tone of voice between keyplayers on Facebook and not-keyplayers on Facebook and between keyplayers on Twitter and not-keyplayers on Twitter. Two periods were identified where more posts were posted by social media users. A more negative tone of voice was found in the first period just after the publication of the research from Michaëlsson et al. (2014) than in the second period where the Voedingscentrum published a reaction.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
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