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gmjm Global Media Journal México Global Media Journal México 2007-2031
Tecnológico de Monterrey 00005 Artículos Twitter and food well-being: analysis
of #SlowFood postings reflecting the food well-being of consumers Twitter y el
bienestar alimentario: análisis de Mensajes #SlowFood reflejando el bienestar
alimentario de consumidores García-León Ruth Areli 1 * 1 Ostfalia University of
Applied Sciences, Brunswick European Law School (BELS), Alemania Ostfalia
University of Applied Sciences Ostfalia University of Applied Sciences Brunswick
European Law School (BELS) Germany * Autora para correspondencia: Ruth Areli
García-León, email: r-a.garcia-leon@ostfalia.de Jan-Jun 2019 16 30 91 112 24 04
2019 01 07 2019 Este es un artículo publicado en acceso abierto bajo una
licencia Creative Commons Abstract

This study examines how the hashtag #SlowFood postings on social media site
Twitter reflect the food well-being of consumers. 4102 tweets containing the
hashtag #SlowFood were identified. Using interpretive content analysis, only 210
food-content messages in English language, from consumers were selected coded
and interpreted. Displays of positive emotions and activities related with the
slow food consumption on social media were found. By studying how consumers
share their food well-being on social media, this research contributes to the
understanding of food well-being and how it is practiced online.

Resumen

El presente studio examina cómo mensajes en Twitter conteniendo el hashtag
#SlowFood reflejan el bienestar alimentario (food well-being) de consumidores.
Se identificaron 4102 tweets con el hashtag #SlowFood. Utilizando análisis de
contenido interpretativo, sólo 210 mensajes de consumidores, con contenido
relacionado con alimentos en idioma inglés, fueron seleccionados, codificados e
interpretados. Esta investigación muestra cómo mensajes en Twitter conteniendo
el hashtag #SlowFood reflejan el bienestar alimentario de consumidores. Mediante
el estudio de cómo los consumidores comparten su bienestar alimentario en los
medios sociales, esta investigación contribuye al entendimiento del bienestar
alimentario y cómo es practicado en línea.

Keywords: Social Media Twitter Food Consumption Food Well-Being Interpretive
Content Analysis Palabras clave: medios sociales Twitter consumo alimentario
bienestar alimentario análisis de contenido interpretativo Introduction

The Organization for Economic Co-operation and Development (OECD) in its Obesity
Update 2017, reports that “today, more than one in two adults and nearly one in
six children are overweight or obese in the OECD area” (p. 1) and that an
increase of obesity is expected in the next years, in particular in the United
States, Mexico and England. On its website, the World Health Organization (WHO)
explains that obesity and overweight are caused fundamentally by an energy
imbalance between calories consumed and calories expended (World Health
Organization, 2018). However, as a result of recommendations and research made
to fight obesity, people became obese while obsessing over calories and body
mass index (Block et al., 2011). Overconsumption of food and unhealthy food
choices have driven researchers from diverse areas to contribute with their
research to help reduce obesity (Bublitz, Peracchio & Block, 2010).

Researchers from the 2009 Transformational Consumer Research (TCR) Conference
proposed a shift of paradigm, from “food as health”, with an emphasis on
restraint and restrictions, to a “food well-being” in which the role of food in
person´s well-being is seen in a more positive and holistic understanding and
defined “food well-being” (FWB) as “a positive psychological, physical,
emotional, and social relationship with food at both the individual and societal
levels” (Block et al., 2011, p. 6; Bublitz et al., 2012). Food socialization,
food literacy, food marketing, food availability and food policy are the five
primary domains that represent the central FWB core. “Food socialization” is
“the processes consumers use to learn about food, its role, and FWB in a
person´s cultural realm”, “food literacy” is more than knowledge and involves
the motivation to apply nutrition information to food choices, “food marketing”
involves product, promotion and place elements of traditional marketing and how
they influence food consumption behavior, “food availability” is concerned with
how food distribution and availability influence food consumption and “food
policy” comprises the different types of policies related to food systems (Block
et al., 2011, p.7). A societal trend which has strong connections with the FWB
framework is the Slow Food Movement (Block et al., 2011).

Additionally, the OECD and the American Heart Association (AHA) suggest the use
of social and new media to promote healthy eating (Li, Barnet, Goodman,
Wasserman & Kemper, 2013; Organization for Economic Co-operation and
Development, 2017). However, there is a need for additional research in order to
optimize the use of social media as an effective tool against obesity (Li et
al., 2013) and although it is possible to find research related with food and
social media (De Choudhury, Sharma & Kiciman, 2016; Petit, Cheok & Oullier,
2016; Ofli, Aytar, Weber, al Hammouri & Torralba, 2017; Abbar, Mejova & Weber,
2015; Vidal, Ares & Jaeger, 2016; Kozinets, Patterson & Ashman, 2017, among
others), there is not enough research about how social media is used to share
the experiential pleasure of food well-being. Therefore, it becomes important,
to know how consumers share their food well-being on social media to determine
how social media could be used to influence other consumers to adopt a new and
positive relationship with food producing well-being.

This paper analyzes Twitter food-related postings from consumers including the
hashtag #SlowFood to determine how these consumers share information, practices,
pictures and emotions related with food well-being. Consequently, this study
provides valuable information of food-related postings reflecting food
well-being and aim to understand how Twitter could be used to influence other
consumers to adopt pleasurable and healthy eating behaviors producing
well-being.

Food well-being and the epicurean eating pleasure

An energy imbalance between calories consumed and calories expended has been
determined as the fundamental cause of obesity which can be reduced by choosing
healthier foods and with regular physical activity (World Health Organization,
2018). As a result of this “food as health” paradigm, research on food and
eating has been associated with the moralities of what constitutes bad vs good
food and right or wrong eating behavior; and although experiencing pleasure from
food consumption is not considered wrong, deliberate and excessive
pleasure-seeking from food consumption are impulses which must be restrained and
moderated (Askegaard et al., 2014). This view is consistent with the “visceral
eating pleasure” which is defined “as the short-lived hedonic relief created by
the satisfaction of eating impulses”, thus eating pleasure is an enemy of
healthy eating (Cornil & Chandon, 2015, p. 53).

In contrast with the “visceral” perspective of eating pleasure, there is an
“epicurean” eating pleasure perspective which suggests that pleasure may
facilitate moderation, the preference for smaller food portions and a higher
well-being (Cornil & Chandon, 2015). Different studies advocate for
complementing the “visceral” perspective of eating pleasure with a positive
“epicurean” perspective and to think about pleasure in a more holistic and
positive role in food consumption (Block et al., 2011; Cornil & Chandon, 2015,
2016). The Epicurean eating pleasure has been defined “as the pleasure derived
from the aesthetic appreciation of the sensory and symbolic value of the food”
and it can be created in any cuisine “as long as it focuses on authenticity
(e.g. culinary reinterpretations of family meals and street foods, organic
foods, fair trade food, ‘slow food’, etc.) or identity (e.g. ethnic cuisines)”
(Cornil & Chandon, 2015, p. 54). Exploring Quebecers’ perceptions and
definitions of eating pleasure and healthy eating, it was found that eating
pleasure was defined through food characteristics associated with sensory
qualities like taste, aesthetics, and variety. Regarding psychosocial contexts,
cooking, sharing a meal and relaxing were seen as very important aspects of
eating pleasure. Healthy eating was defined through food characteristics like
balance, variety, unprocessed or low-processed and ways to regulate eating
behaviors like moderation, respecting hunger and satiety cues. Regarding
perceptions, the pleasure related to aesthetics and discovering new foods were
aligned with an epicurean vision (Landry et al., 2018).

Food well-being is influenced by culture, emotions, environment, community and
pleasure, between others and its framework uses a food definition with strong
connections with different academic fields and societal trends, such as the Slow
Food Movement (Block et al., 2011), where the “epicurean” perspective is
included (Mulligan, 2015).

Slow Food movement

Slow Food (SF) was born in Italy to promote “a gastronomic association
connecting the refinement of taste to local traditions and regional
environmental specificity” (Sassatelli & Davolio, 2010, p. 204). Present in over
160 countries, Slow Food Movement is defined as “a global, grassroots
organization, founded in 1989 to prevent disappearance of local food cultures
and traditions, counteract the rise of fast life and combat people´s decreasing
interest in the food they eat” (Slow Food, 2018). The philosophy of SF is “a
world in which all people can access and enjoy food that is good for them, good
for those who grow it and good for the planet” (Slow Food, 2018). In order to
spread the movement and its ideas, SF develops links between producers and
consumers through community activities, campaigns and events coordinated at
national and international level.

In the Slow Food Manifesto for Quality, the organization urges to eat and
produce food as gastronomes and exercise the right of pleasure without damaging
the existence of others or the environmental equilibrium of the planet. The
neo-gastronome is defined as “a person with a responsible, comprehensive
approach to food, combining an interest in food and wine culture with a desire
to defend the environment and food biodiversity, and considers eating as not
only a biological necessity, but also a convivial pleasure to be shared with
others” (Slow Food, 2018). The “right of pleasure” (sensory and intellectual)
plays an important role and the consumer becomes a very important agent for
change (Sassatelli & Davolio, 2010) when with his or her choices orients the
market and production, and becomes a co-producer. In a common effort, consumers
and producers are called to practice and disseminate a new precise and broader
concept of food quality centered in the three basic words: good, clean and fair.
“Good Food” is defined as non-altered in its naturalness, rich in flavor and
aroma and recognizable to educated and well-trained senses. It is the result of
the producer’s competence and the choice of raw materials and production
methods. Clean because in every stage of the agro-industrial production chain,
in which consumption is included, should protect ecosystems and biodiversity in
order to safeguard the health of consumers and producers. And fair because
social justice should be pursued through the practice of sympathy and
solidarity, respect for cultural diversities and traditions and the creations of
labor respectful of man and his rights, in order to generate adequate rewards
(Slow Food, 2018).

With a taste education, SF proposes a “food education based on the reawakening
and training of the senses and the study of all aspects of food and its
production” (Slow Food, 2018). Typical products and regional cuisines need to be
cultivated and protected because they represent an important cultural heritage
and distinctiveness; quality of food, seasonality and freshness are the main
ingredients of a “gastronomic aesthetic of food” (Miele & Murdoch, 2002).

With a dual process of pleasure-seeking and politicization, SF movement become a
form of resistance to corporate mass-produced food and gives a new sense to the
desire and pleasure of consumption (Pietrykowski, 2004). The movement has been
successful mobilizing consumers, producers, distributors, etc., and developing a
collective identity, less elitist-seeming and accessible to bigger groups
interested in food, environment and social justice (Van Bommel & Spicer, 2011).
SF emphasizes a new consumption philosophy, an aware consumption, in which
consumers become more active and exigent regarding the information about food
characteristics and became interested in their symbolic features by embracing
the historical, social and cultural values of foods (Nosi & Zanni, 2004).

Via SF websites, available in different languages, social media, local chapters,
magazines and activities, Slow Food is a source of knowledge about food and
nutrition for consumers.

The ideas embodied in the FWB paradigm, the epicurean eating pleasure
perspective and the SF movement, are certainly a good start that could lead
persons to consume food in a more positive, pleasurable and healthy way.
Therefore, it became necessary to examine if these consumers (SF), as a
consequence, might be experiencing food well-being.

Social media and food well-being

In the fight against obesity, the OECD suggests the use of social and new media
to sensitize the population about unhealthy food consumption (Organisation for
Economic Co-operation and Development, 2017). People, groups and organizations
use the World Wide Web to share information and/or to be part of a social
network (Kavanaugh, Carroll, Rosson, Zin & Reese, 2017). Social networks are
facilitators of online communities and consumer-to-consumer communication
(Sloan, Bodey & Gyrd-Jones, 2015). Internet-based messages transmitted through
these media have become a major factor of influence on aspects of consumption,
like awareness, information acquisition, opinion, attitude, purchase behavior,
and post-purchase communication and evaluation (Mangold & Faulds, 2009). Web
communications and social networking services strongly influence consumers’
brand perceptions and purchasing decisions (Jansen, Zhang, Sobel & Chowdury,
2009; Nitins & Burgess, 2014). MySpace, Facebook, Google Plus, YouTube and
LinkedIn are just some of different social network sites, in which users can
build a personal network that connects them to other users with the purpose of
exchange information, maintain relationships and collaborate (Lenhart & Madden,
2007). Social interaction and information seeking are the main reasons why
consumers use and like social media (Whiting & Williams, 2013).

From all the social media, Twitter is the largest, most well-known and most
popular of the microblogging sites (Jansen et al., 2009), the openness and
availability of messages posted on Twitter provide a dataset for academic
research (Williams, Terras & Warwick, 2013) and information about exposure to
food environment in real time (Chen & Yang, 2014).

Twitter is a social network and a microblogging service. Its main characteristic
is that Twitter messages are limited to 280 characters and it allows to upload
photos or short videos. Users can post short messages called “tweets” to a
publicly available (or private) profile, or they can be sent as direct messages
to other users. As one of the most popular social networks worldwide, the fourth
quarter of 2018, Twitter averaged at 321 million monthly active users including
heads of state and celebrities (Statista, 2019). The company describes itself as
a tool in which people can tell their story about what is happening in the world
right now (Twitter, 2018).

Besides the possibility to follow and be followed by other users, Twitter
provides specific features like “retweets”, “replies”, “mentions” and the use of
“hashtags”. Putting a “#” (hash), followed by a certain word, is a way of adding
context to a message (e.g. #obama) and this specific word receives the informal
function of a topic (Uhl, Kolleck & Schiebel, 2017). The hashtag (#) symbol is a
specific manner of expression associated with social media, in particular with
Twitter microblogging platform, it has been used to distribute news regarding a
relevant topic (Van den Berg, 2014). Twitter hashtag has been used as a tool by
self-organized movement supporters for the purpose of reaching other persons
with the same interests and as a mechanism for mobilizing public attention
(Wang, Liu & Gao, 2016). Hashtags or interface-driven categories reflect
accepted social interests, need for connection and network building, where the
communication become more structured and is shared with specific audiences
(Kozinets et al., 2017).

The first main interest in researching slow food postings of consumers on social
media was the possibility to analyze how these consumers (slow food) reflect
their quotidian relationship with food. One of the five primary domains that
represent the central FWB core is “food socialization”, defined as “the
processes consumers use to learn about food, its role, and FWB in a person´s
cultural realm” (Block et al., 2011, p. 7). Although a variety of studies
focused on children socialization, this process begins in early childhood and
extends through a consumer´s entire life (Schiffman & Kanuk, 2000). Social Media
and especially social networking sites are an important agent of consumer
socialization because they provide a virtual space of communication (Vinerean,
Cetina, Dumitrescu & Tichindelean, 2013). For Wilson and Peterson (2002),
technologies like the Internet and all the text and media that exist within it,
are in themselves cultural products. Culture and subcultures influence food
choices and food is often used to reflect cultural values (Block et al., 2011).
Buying, cooking and eating food is an everyday life practice which reproduces
bodies and identities (Pietrykowski, 2004).

Eating, as any other form of consumption, provide tangible-objective benefits as
well as subjective-intangible-hedonic benefits, thus the emotional component is
an important aspect of experiential consumption which it is necessary to study
(Havlena & Holbrook, 1986). The hedonic responses are the essence of the usage
experience and one type of response derived from hedonic consumption involves
emotional arousal (Holbrook & Hirschman, 1982). In the digital world consumers
self-disclose and confess online producing a more public presentation of self
(Belk, 2013). Goods consumption, but as well food consumption is linked to
consumer’s self-identity (Belk, 1998; Thomsen & Hansen, 2015). Emotions are
context specific and are a result of consumption experiences (Richins, 1997).
Sharing video or pictures of food consumption on social networks has demarcated
social space, creating circles of inclusion and familiarity where the sharing of
meals cultivates a sense of intimate social belonging (McDonell, 2016). Food
well-being is influenced by community, culture and emotions among others (Block
et al., 2011). Therefore, it is also important to determine what emotions are
reflected in these hashtag #SlowFood postings.

A growing body of social media research has centered their studies on content
around food. Examining posts shared on Instagram regarding food in urban
neighborhoods characterized by poor access to healthy and affordable food found
that the ingestion content was associated with high intake of fat, cholesterol
and sugar and with low vegetable and fruit consumption (De Choudhury et al.,
2016), using user vs machine descriptions of food images from Instagram
determined that labeling particular foods as #healthy might be related favorably
with health (Ofli et al., 2017), analyzing how the brains of consumers react to
healthy and unhealthy food content in digital environments suggests that
appetizing healthy food pictures on social network might drive positively on
self-control and food choice (Petit et al., 2016), using ethnography and
nethnography to study food image sharing from friend networks to food bloggers,
found technology increases the passion to consume (Kozinets et al., 2017).

Using Twitter data was found a prevalence of unhealthy foods in food deserts by
analyzing geolocated Twitter messages (Widener & Li, 2014), analyzing
food-related tweets and the geographic food sources of healthy and unhealthy
food was possible to conclude that a healthful food environment facilitates
healthy food choices (Chen & Yang, 2014), a linguistic analysis of tweets and
caloric content of food in order to predict country-wide obesity and diabetes
statistics suggests that social media provides useful information about national
dietary health (Abbar et al., 2015) and studying the use of emoticons or emoji
on tweets it was determined that consumers use emoticons and emoji to express
primarily positive emotions in a food context (Vidal et al., 2016).

In summary, many studies are centered on the sharing of food-related content on
social media, but there are almost no studies concentrated in how consumers
reflect their experiences of food well-being as a result of healthy food
consumption practices in their tweets. Therefore, the aim of this study is to
examine, through the #SlowFood hashtag on Twitter as a search tool, how
consumers reflect their food well-being on their postings. The following three
research questions were formulated:

RQ1: How consumers (SF) reflect their quotidian relationship with food on their
posts.

RQ2: What emotions are reflected in the SF posts?

RQ3: Do food-related postings from consumers with the hashtag #SlowFood reflect
food well-being?

Methodological approach

This paper used an interpretive content analysis method to Twitter texts as well
as Twitter pictures (Schroeder, 2002) shared by its users in which the hashtag
#SlowFood was included. Interpretive content analysis method was chosen because
it is a flexible methodology used for latent content analysis, it is not
restricted by coding rules and it has the flexibility to take context more into
account (Ahuvia, 2001). In order to identify emotions, the typologies of emotion
proposed by Laros and Steenkamp (2005) were used because they provide a better
understanding of consumers´ feelings regarding food products (Table 1).

Using a purposive sampling procedure (Lopez & Whitehead, 2013), the study
consisted of all tweets posted from February, 1st to March, 31st of 2018 which
included the hashtag #SlowFood. As a qualitative study, a two-month sample was
considered appropriated since the aim of this research was to go beyond
description interpreting text and pictures. “Identifying large-scale patterns
can be useful, but it can also overlook how people do things with Twitter, why
they do them, and how they understand them” (Marwick, 2014, p. 119). The search
was focused on a hashtag instead of a keyword because by adding a hashtag to a
Tweet, the related word receives the function of a topic. Thus, hashtags are
helpful to spread information across networks of interest, they make it easy to
search information regarding a specific theme (Ebner & Reinhardt, 2009) and they
can be used for reviewing and sampling tweets (Skalski, Neuendorf & Cajigas,
2017).

Table 1 Hierarchy of consumer emotions by Laros and Steenkamp

Negative Affect Positive Affect Anger Fear Sadness Shame Contentment Happiness
Love Pride

Angry

Frustrated

Irritated

Unfulfilled

Discontented

Envious

Jealous

Scared

Afraid

Panicky

Nervous

Worried

Tense

Depressed

Miserable

Helpless

Nostalgia

Guilty

Embarrassed

Ashamed

Humiliated

Contented

Fulfilled

Peaceful

Optimistic

Encouraged

Hopeful

Happy

Pleased

Joyful

Relieved

Thrilled

Enthusiastic

Sexy

Romantic

Passionate

Loving

Sentimental

Warm-hearted

Pride

Source: Laros and Steenkamp (2005, p. 1441).

The goal of this study was to analyze tweets from consumers who posted something
on Twitter using the mentioned hashtag. These tweets were obtained using the
advanced search service of Twitter. Defining the most appropriated messages for
the search required a pre-analysis of tweets. For this study, #SlowFood,
#Slowfood and #slowfood hashtags were taken as the same hashtag, because the
Twitter search service do not make any difference between them. Hashtags with
the word “Slow Food” but with additional words or letters were discarded because
they make reference to specific events or cities (e.g. #SlowFoodCE,
#slowfoodchicago). Then, a total of 4102 messages containing the mentioned
hashtags, in different languages and from different users were imported and
saved as PDF to be analyzed manually. In order to analyze all tweets in just one
language, all non-English tweets were discarded. Since Twitter is used as well
to promote companies, events or products, tweets from companies, chefs, bloggers
or persons related with the promotion of products, events and even the SF events
were found. But, because the aim of this paper was to analyze posts from
consumers, marketing communication tweets were discarded. Using the definition
of marketing communications proposed by Arens (2004) it was determined that a
tweet become a form of marketing communication when a tweet content is used by
the user to initiate or maintain contact with their prospects, clients, and
customers. And regarding marketing communication images, the following words of
Schroeder (2004) were taken into account: “as consumers we should know that what
is shown in ads hasn’t really been, it is usually a staged construction designed
to sell something” (p. 233). As a result of this analysis, it was found that
3892 were marketing communication tweets or non-English tweets. Therefore, just
210 tweets in English, from consumers containing images and/or text about food
were analyzed.

Findings

The objective of this study was to examine how consumers reflect their quotidian
relationship with food, which emotions are reflected in those posts and if these
posts reflect the food well-being of consumers; for this purpose, pictures and
texts in tweets were analyzed, coded and interpreted.

Consumers reflecting their quotidian relationship with food on their posts
(Research Question 1)

The analysis of tweets shows that consumers share short messages, links, videos,
pictures, words and other hashtags in their tweets. However, words and images
are the main tool to share information, activities and experiences. Users
expressed their favorable attitudes toward some messages by clicking the “like”
button. Few replies and retweets were found, and they were mainly used to share
the same message with others, to give more information or to comment about some
information, to ask for details or recipes of some dish, to express positive
admiration for others’ homemade food, to comment their own experiences cooking
the same or something similar, or to share new cooking recipes or ways to cook
the same dish. Hashtags were used mainly to emphasize countries, activities,
emotions, and ingredients, among others (Table 2).

Photography in consumer behavior is an important source of information about
consumers (Schroeder, 2004). Images give us information about what they do every
day, the things they love, what gives them identity, what is part of their
culture and what is important or valuable to them. Daily routine posts or what
people are currently doing is one of the most common use of Twitter (Java, Song,
Finin & Tseng, 2007). The visual aesthetics of the pictures shared was
relatively stable, they were aesthetic, but they lacked of exotic positions and
they were not taken in extreme close-up. Pictures showing the final result or
meal, were simple and natural and they were taken from the viewing position of a
person sitting at a table. Most photographs were utilitarian. “Utilitarian
photographs emphasize education and speed of understanding over visual pleasure,
for example, showing a simple line-up of the ingredients required for recipe, or
capturing the right texture for pie crust dough made in a food processor”
(McDonnell, 2016, p. 250).

Table 2 Examples of hashtags, words and phrases used in the tweets

Local/Regional Home vegetable/ herb garden Emotions Ingredients/Food Homemade

#EatLocal

#localism

#Balkans

#Bulgaria

#Mediterranean

#Italy

#poland

#italian

#Japan

#japanesefood

#polishrecibe

#polishfood

#koreanfood

#mallorcanwine

West African Peanut Soup

local rosé

#backyardgarden #urbangarden #gerillagardening #urbanagriculture

#homegrown

Fava Bean blossoming

Chilli harvest

from our tree

from the tree to the table

from the vine into the jar

We love…

I love…

#♥

#madewithlove

I love #cooking

I love our…

lot´s of love

#foodislove

Quite happy

Happy

#happy

#passionfruit

#bloodOrange

#mozzareladibufala

#Pie

#Marmalade

#herbs

#peanutbutter

#pizza

#macarons

#cookies

#risotto

#homecanning”

#homemade

#homebeer

#homebrew

#homebaking

Homemade

homemade bread homemade apple pie homemade paprika

Pictures helped consumers to share visually their experiences, what they do and
value; they support or accompany the words. Regarding their own pictures, posts
of consumers recognizing that their pictures are not “perfect” or “symmetric”,
or with the right light like those taken by professionals were found. Users know
that their photographs are natural, taken by themselves and they value them.

Emotions reflected in posts (Research Question 2)

To address what emotions are reflected in the SF posts, the typologies of
emotion proposed by Laros and Steenkamp (2005) were used (Table 1). Eating, as
any other experience include emotions (Havlena & Holbrook, 1986). Analyzing the
tweets posted by consumers, two main words shared in different variations could
be identified: Love and Happiness. Laros and Steenkamp (2005) argue that Love
and Happiness are positive basic emotions in consumption experience. The word
Love and words/#hashtags related with love are the most shared on #SlowFood
tweets (Table 2). Consumers demonstrate their love for cooking, for products and
ingredients, for what they cook, when they cook for their families, but as well
when they use ingredients grown by themselves.

Cooking at home, eating at home, or growing their own ingredients, seem to
influence these positive emotions. Although there are tweets sharing experiences
about eating out, they are very few, and are not related with happiness or love;
there are more tweets expressing love and happiness in at-home or with
“homemade” experiences (Table 1 and Table 2). Kauppinen-Räisänen, Gummerus &
Lehtola (2013) mention that homemade foods are simple, healthful, nutritious and
better than the typical food, they are perceived as memorable and have a
positive eating experience. Homemade food is resistant to mass production, it is
not a “product” and it embodies the producer’s creativity. Other elements of
this kind of food are authenticity, uniqueness, tradition, heritage and kinship
relationships, among others (Arnould & Price, 2006). Homemade food is related
with family and love and it is a way to express care for oneself or for others.
“Imagery surrounding homemade food valorizes family events as precious and
special, incorporating them with themes of happiness and sharing [...] the love
of family associated with homemade signifies an opposition to the commercial,
instrumental interests of the market” (Moisio, Arnould & Price, 2004, p. 366).

Postings from consumers reflecting food well-being (Research Question 3)

Most analyzed food-related postings from consumers with the hashtag #SlowFood
reflected food well-being. In most tweets, consumers share information, recipes,
activities, meals or ingredients in line with SF main ideas and in line with the
concept of the epicurean eating pleasure which focuses on pleasure derived from
the aesthetic appreciation of the sensory and symbolic value of the food, their
authenticity or identity (Cornil & Chandon, 2015). Healthy, organic and what SF
call good, clean and fair food are important part of the posts (Table 2).

Consumers show appreciation and knowledge for ethnic and local food as well as
for traditional food processes. Posts about local food, artisanal cuisine and
from different parts of the world are shared including different words and
hashtags related with this theme (Table 2). The SFM philosophy “is that typical
products and regional cuisines are important features of cultural
distinctiveness. They need to be cultivated and protected [...] because they
represent a rich cultural heritage” (Miele & Murdoch, 2002, p. 318). Preventing
the disappearance of local food cultures and traditions, SF promotes
appreciation for local food and protect traditional foods. Appreciation means
acknowledging the value or meaning of something (e.g. event, behavior, object,
person) and to feel a positive emotional connection with it; “being appreciative
facilitate and enhances feeling of well-being and life satisfaction, as well as
feelings of connection to what we have, to what we experience and to life
itself” (Adler & Fagley, 2005, p. 79). For SF the quality of food, the
typicality geographic localization, the historical memory, the quality of raw
materials, freshness, seasonality and techniques of preparation, what Miele and
Murdoch (2002) call the “gastronomic aesthetic” is important and it is what was
found in these tweets.

The sensory appreciation of meals and ingredients is linked with the quality of
materials, but as well with the freshness of ingredients and seasonality.
Consumers share pictures and information about meals and ingredients, but as
well about their smells and flavors (e.g. #spicy, yummi, delicious, tasty, “so
much flavor”, “tastes great”, smelling great, etc.). The seasonality
(#eatwiththeseasons) is important and a home vegetable/herb garden is a source
of fresh, clean and organic raw materials and a matter of pride and positive
emotions which allow them to eat fresh ingredients from every season. For this
reason, many tweets about fresh ingredients in many cases grown by themselves
were shared (Table 2).

Conclusions, limitations and recommendations for future research

This paper shows how hashtag #SlowFood postings on social media site Twitter
reflect the food well-being of consumers. The displays of positive emotions,
pictures, ideas and activities related with the slow food consumption on social
media are consistent with SF values, philosophy and general ideas where the role
of food in a person’s well-being is seen in a more positive and holistic
understanding (Block et al., 2011, p. 6). SF promotes and influences the
practice of a healthy food consumption among consumers involved in this
movement. Twitter, used as a tool for “food socialization”, allow consumers to
share their slow food practices.

Different institutions have suggested the use of social media to promote a
healthy food consumption and well-being (Organization for Economic Co-operation
and Development, 2017; World Health Organization, 2018; Li et al., 2013). In a
study about how brains of consumers react to food in digital environments, Petit
et al. (2016) mention that sharing videos and pictures of healthy food on social
media could help people to make healthy food choices and might have positive
effects on self-control. Thus, in order to influence other consumers to adopt a
new and positive relationship with food producing food well-being, it could be
possible to use social media, in particular Twitter since messages transmitted
through these media have become a major factor of influence on consumers’
consumptions and perceptions (Jansen et al., 2009; Mangold & Faulds, 2009). In
this sense, as a result of this research, Twitter is seen as a tool for “food
socialization” since while sharing knowledge, other consumers learn and what
Block et al. (2011) called “food socialization” is produced, at home, during
food preparation or eating, or when consumers purposeful train themselves
looking for information, commenting and sharing posts about healthy meals and
eating behaviors. Likewise, these processes could be reproduced implicitly when
other consumers observe Twitter postings about healthy food eating behaviors and
mimic them.

For this purpose, Twitter posting sharing information, pictures and videos
focusing on the aesthetic appreciation of the symbolic and sensorial value of
food could be promoted with the use of Twitter. Instead of messages centered on
moralities of what constitutes bad or good food, companies, authorities and
institutions could promote food well-being on Twitter focusing in sensory
pleasure elements like taste, smell and texture. Because it has been proved that
these elements, included in the SF movement, can make people happier and prefer
small food portions (Cornil & Chandon, 2016). Furthermore, these communications
could focus on the pleasure derived from preparing, eating and sharing healthy
foods; because as Pettigrew (2015) suggests, it could be more successful in
encouraging the consumption of healthy foods, than focusing on avoiding
unhealthy food.

Rediscovering local ingredients, meals and flavors can help consumers to
appreciate once more what is close to them and to influence others by sharing
information, daily practices, meals and pictures about healthy and pleasurable
eating behaviors online. Communicating the pleasure derived from home gardening
and from preparing, sharing and eating healthy foods could be successful in
promoting the consumption of healthy foods. Cooking at home gives consumers the
opportunity to choose high quality ingredients sometimes grown by themselves,
and to take control of ingredients and quantities consumed.

Food choices are influenced by culture and subcultures, often reflect cultural
values, meal-based rituals passed from one generation to the next (Block et al,
2011). At younger ages, families exert more influence at shaping dietary
patterns related with taste preferences and eating rules at younger ages
(Bublitz et al., 2010). Growing ingredients at home, but as well, preparing,
eating and sharing meals at home can influence the youngest family members to
adopt healthy eating behaviors. Sharing these rituals on Social Media could
influence other persons to adopt these activities and thus to prefer healthy
local food or homegrown ingredients. Vohs, Wang, Gino & Northon, (2013) suggest
that rituals can enhance the pleasure derived from eating healthfully because of
the great involvement in the experience. Rituals are closely linked to symbolic
aspects of family life and ritual elements of mealtimes are symbolic and are
tied to emotions (Fiese, Foley & Spagnola, 2006). Cultural attitudes toward food
meant pleasure, community, comfort and kinship (Block et al, 2011).

The themes above studied could be used in marketing communications to promote
healthy food consumption behaviors with an FWB emphasis. These communications
could focus on the pleasure derived from the sensory and symbolic value of food,
as well as on the pleasure derived from the home food production/cooking
experiences, instead of food nutritious nature or health benefits. Cornil and
Chandon (2016) suggest that focusing on sensory pleasure instead of health
warnings is possible to achieve a better balance among consumer enjoyment and
health. The lack of time, and gardening and cooking skills, could be a factor to
undermine the success of this healthy eating behavior; nevertheless, the desire
to learn to adopt a healthier lifestyle could be more powerful than the lack of
time or skills.

The limitations of this paper are twofold. First, only Twitter was examined in
this study, and it was possible to observe that hashtag #SlowFood posts from
consumers included links, mainly to Instagram, other social media which main
characteristic is the photo-sharing. Consumers include URL in their tweets in
order to redirect to a desired website, sharing links is a common practice in
Twitter (Boyd, Golder & Lotan, 2010). Although messages including an Instagram
link were analyzed, pictures shared in these links could not be analyzed for
considering these posts subject of further research. Thus, for further research
it is suggested to explore this social media in particular. Second, using
interpretive content analysis, this study examined tweets from consumers
including the hashtag #SlowFood but it was not possible to know if these
consumers belong to the SFM, or if they eat every food they were tweeting about;
if they use the hashtag #SlowFood to get attention, or if they practice in
reality the SF lifestyle. This study was a first effort to study healthy food
content shared on social media. The use of hashtag #SlowFood was very helpful,
but a great quantity of what is called marketing communication (Arens, 2004) was
found. Thus, for further research, in-depth interviews, focus group, or
netnography could be used to study food well-being practices, and the use of
social media.

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practical theological tracing of the hashtag (#) symbol on Twitter HTS
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S.R. (2016). Use of emoticon and emoji in tweets for food-related emotional
expression. Food Quality and Preference, 49, 119-128. Vidal L. Ares G. Jaeger
S.R. 2016 Use of emoticon and emoji in tweets for food-related emotional
expression Food Quality and Preference 49 119 128 Vinerean, S., Cetina, I.,
Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media marketing
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effects of social media marketing on online consumer behavior International
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consumption Psychological Science 24 9 1714 1721 Wang, R., Liu, W., & Gao, S.
(2016). Hashtags and information virality in networked social movement:
Examining hashtag co-occurrence patterns. Online Information Review, 40 (7),
850-866. Wang R. Liu W. Gao S. 2016 Hashtags and information virality in
networked social movement: Examining hashtag co-occurrence patterns Online
Information Review 40 7 850 866 Widener, M.J., & Li, W. (2014). Using geolocated
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people use social media: a uses and gratifications approach Qualitative Market
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World Health Organization 2018 World Health Organization Website World Health
Organization Website, available at http://www.who.int 23 June 2018
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<journal-id journal-id-type="publisher-id">gmjm</journal-id>
<journal-title-group>
<journal-title>Global Media Journal México</journal-title>
<abbrev-journal-title abbrev-type="publisher">Global Media Journal
México</abbrev-journal-title>
...
</journal-title-group>
<issn pub-type="epub">2007-2031</issn>
<publisher>
<publisher-name>Tecnológico de Monterrey</publisher-name>
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<title-group>
<article-title>Twitter and food well-being: analysis of #SlowFood postings
reflecting the food well-being of consumers</article-title>
<trans-title-group xml:lang="es">
<trans-title>Twitter y el bienestar alimentario: análisis de Mensajes #SlowFood
reflejando el bienestar alimentario de consumidores</trans-title>
...
</trans-title-group>
...
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname>García-León</surname>
<given-names>Ruth Areli</given-names>
...
</name>
<xref ref-type="aff" rid="aff1">
<sup>1</sup>
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<sup>*</sup>
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<aff id="aff1">
<label>1</label>
<institution content-type="original">Ostfalia University of Applied Sciences,
Brunswick European Law School (BELS), Alemania</institution>
<institution content-type="orgname">Ostfalia University of Applied
Sciences</institution>
<institution content-type="normalized">Ostfalia University of Applied
Sciences</institution>
<institution content-type="orgdiv1">Brunswick European Law School
(BELS)</institution>
<country country="DE">Germany</country>
...
</aff>
<author-notes>
<corresp id="c1">
<label>*</label>
Autora para correspondencia: Ruth Areli García-León, email:
<email>r-a.garcia-leon@ostfalia.de</email>
...
</corresp>
...
</author-notes>
<!-- <pub-date date-type="pub" publication-format="electronic"> <day>01</day>
<month>07</month> <year>2019</year> </pub-date> <pub-date date-type="collection"
publication-format="electronic"> -->
<pub-date pub-type="epub-ppub">
<season>Jan-Jun</season>
<year>2019</year>
...
</pub-date>
<volume>16</volume>
<issue>30</issue>
<fpage>91</fpage>
<lpage>112</lpage>
<history>
<date date-type="received">
<day>24</day>
<month>04</month>
<year>2019</year>
...
</date>
<date date-type="accepted">
<day>01</day>
<month>07</month>
<year>2019</year>
...
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<license license-type="open-access"
xlink:href="https://creativecommons.org/licenses/by-nc/4.0/" xml:lang="en">
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Creative Commons</license-p>
...
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...
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<abstract>
<title>Abstract</title>
<p>This study examines how the hashtag #SlowFood postings on social media site
Twitter reflect the food well-being of consumers. 4102 tweets containing the
hashtag #SlowFood were identified. Using interpretive content analysis, only 210
food-content messages in English language, from consumers were selected coded
and interpreted. Displays of positive emotions and activities related with the
slow food consumption on social media were found. By studying how consumers
share their food well-being on social media, this research contributes to the
understanding of food well-being and how it is practiced online.</p>
...
</abstract>
<trans-abstract xml:lang="es">
<title>Resumen</title>
<p>El presente studio examina cómo mensajes en Twitter conteniendo el hashtag
#SlowFood reflejan el bienestar alimentario (food well-being) de consumidores.
Se identificaron 4102 tweets con el hashtag #SlowFood. Utilizando análisis de
contenido interpretativo, sólo 210 mensajes de consumidores, con contenido
relacionado con alimentos en idioma inglés, fueron seleccionados, codificados e
interpretados. Esta investigación muestra cómo mensajes en Twitter conteniendo
el hashtag #SlowFood reflejan el bienestar alimentario de consumidores. Mediante
el estudio de cómo los consumidores comparten su bienestar alimentario en los
medios sociales, esta investigación contribuye al entendimiento del bienestar
alimentario y cómo es practicado en línea.</p>
...
</trans-abstract>
<kwd-group xml:lang="en">
<title>Keywords:</title>
<kwd>Social Media</kwd>
<kwd>Twitter</kwd>
<kwd>Food Consumption</kwd>
<kwd>Food Well-Being</kwd>
<kwd>Interpretive Content Analysis</kwd>
...
</kwd-group>
<kwd-group xml:lang="es">
<title>Palabras clave:</title>
<kwd>medios sociales</kwd>
<kwd>Twitter</kwd>
<kwd>consumo alimentario</kwd>
<kwd>bienestar alimentario</kwd>
<kwd>análisis de contenido interpretativo</kwd>
...
</kwd-group>
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<body>
<sec sec-type="intro">
<title>Introduction</title>
<p>
The Organization for Economic Co-operation and Development (OECD) in its Obesity
Update 2017, reports that “today, more than one in two adults and nearly one in
six children are overweight or obese in the OECD area” (p. 1) and that an
increase of obesity is expected in the next years, in particular in the United
States, Mexico and England. On its website, the World Health Organization (WHO)
explains that obesity and overweight are caused fundamentally by an energy
imbalance between calories consumed and calories expended (
<xref ref-type="bibr" rid="B66">World Health Organization, 2018</xref>
). However, as a result of recommendations and research made to fight obesity,
people became obese while obsessing over calories and body mass index (
<xref ref-type="bibr" rid="B9">
Block
<italic>et al</italic>
., 2011
...
</xref>
). Overconsumption of food and unhealthy food choices have driven researchers
from diverse areas to contribute with their research to help reduce obesity (
<xref ref-type="bibr" rid="B11">Bublitz, Peracchio & Block, 2010</xref>
).
...
</p>
<p>
Researchers from the 2009 Transformational Consumer Research (TCR) Conference
proposed a shift of paradigm, from “
<italic>food as health</italic>
”, with an emphasis on restraint and restrictions, to a “
<italic>food well-being</italic>
” in which the role of food in person´s well-being is seen in a more positive
and holistic understanding and defined “
<italic>food well-being</italic>
” (FWB) as “a positive psychological, physical, emotional, and social
relationship with food at both the individual and societal levels” (
<xref ref-type="bibr" rid="B9">
Block
<italic>et al.,</italic>
2011, p. 6
...
</xref>
;
<xref ref-type="bibr" rid="B12">
Bublitz
<italic>et al</italic>
., 2012
...
</xref>
). Food socialization, food literacy, food marketing, food availability and food
policy are the five primary domains that represent the central FWB core. “
<italic>Food socialization</italic>
” is “the processes consumers use to learn about food, its role, and FWB in a
person´s cultural realm”, “
<italic>food literacy</italic>
” is more than knowledge and involves the motivation to apply nutrition
information to food choices, “
<italic>food marketing</italic>
” involves product, promotion and place elements of traditional marketing and
how they influence food consumption behavior, “
<italic>food availability</italic>
” is concerned with how food distribution and availability influence food
consumption and “
<italic>food policy</italic>
” comprises the different types of policies related to food systems (
<xref ref-type="bibr" rid="B9">
Block
<italic>et al.,</italic>
2011, p.7
...
</xref>
). A societal trend which has strong connections with the FWB framework is the
Slow Food Movement (
<xref ref-type="bibr" rid="B9">
Block
<italic>et al</italic>
., 2011
...
</xref>
).
...
</p>
<p>
Additionally, the OECD and the American Heart Association (AHA) suggest the use
of social and new media to promote healthy eating (
<xref ref-type="bibr" rid="B29">Li, Barnet, Goodman, Wasserman & Kemper,
2013</xref>
;
<xref ref-type="bibr" rid="B39">Organization for Economic Co-operation and
Development, 2017</xref>
). However, there is a need for additional research in order to optimize the use
of social media as an effective tool against obesity (
<xref ref-type="bibr" rid="B29">
Li
<italic>et al</italic>
., 2013
...
</xref>
) and although it is possible to find research related with food and social
media (
<xref ref-type="bibr" rid="B16">De Choudhury, Sharma & Kiciman, 2016</xref>
;
<xref ref-type="bibr" rid="B41">Petit, Cheok & Oullier, 2016</xref>
;
<xref ref-type="bibr" rid="B40">Ofli, Aytar, Weber, al Hammouri & Torralba,
2017</xref>
;
<xref ref-type="bibr" rid="B1">Abbar, Mejova & Weber, 2015</xref>
;
<xref ref-type="bibr" rid="B58">Vidal, Ares & Jaeger, 2016</xref>
;
<xref ref-type="bibr" rid="B25">Kozinets, Patterson & Ashman, 2017</xref>
, among others), there is not enough research about how social media is used to
share the experiential pleasure of food well-being. Therefore, it becomes
important, to know how consumers share their food well-being on social media to
determine how social media could be used to influence other consumers to adopt a
new and positive relationship with food producing well-being.
...
</p>
<p>This paper analyzes Twitter food-related postings from consumers including
the hashtag #SlowFood to determine how these consumers share information,
practices, pictures and emotions related with food well-being. Consequently,
this study provides valuable information of food-related postings reflecting
food well-being and aim to understand how Twitter could be used to influence
other consumers to adopt pleasurable and healthy eating behaviors producing
well-being.</p>
<sec>
<title>Food well-being and the epicurean eating pleasure</title>
<p>
An energy imbalance between calories consumed and calories expended has been
determined as the fundamental cause of obesity which can be reduced by choosing
healthier foods and with regular physical activity (
<xref ref-type="bibr" rid="B66">World Health Organization, 2018</xref>
). As a result of this “
<italic>food as health</italic>
” paradigm, research on food and eating has been associated with the moralities
of what constitutes bad vs good food and right or wrong eating behavior; and
although experiencing pleasure from food consumption is not considered wrong,
deliberate and excessive pleasure-seeking from food consumption are impulses
which must be restrained and moderated (
<xref ref-type="bibr" rid="B6">
Askegaard
<italic>et al</italic>
., 2014
...
</xref>
). This view is consistent with the “
<italic>visceral eating pleasure</italic>
” which is defined “as the short-lived hedonic relief created by the
satisfaction of eating impulses”, thus eating pleasure is an enemy of healthy
eating (
<xref ref-type="bibr" rid="B14">Cornil & Chandon, 2015, p. 53</xref>
).
...
</p>
<p>
In contrast with the “
<italic>visceral</italic>
” perspective of eating pleasure, there is an “
<italic>epicurean</italic>
” eating pleasure perspective which suggests that pleasure may facilitate
moderation, the preference for smaller food portions and a higher well-being (
<xref ref-type="bibr" rid="B14">Cornil & Chandon, 2015</xref>
). Different studies advocate for complementing the “
<italic>visceral</italic>
” perspective of eating pleasure with a positive “
<italic>epicurean</italic>
” perspective and to think about pleasure in a more holistic and positive role
in food consumption (
<xref ref-type="bibr" rid="B9">
Block
<italic>et al</italic>
., 2011
...
</xref>
;
<xref ref-type="bibr" rid="B14">Cornil & Chandon, 2015</xref>
,
<xref ref-type="bibr" rid="B15">2016</xref>
). The Epicurean eating pleasure has been defined “as the pleasure derived from
the aesthetic appreciation of the sensory and symbolic value of the food” and it
can be created in any cuisine “as long as it focuses on authenticity (e.g.
culinary reinterpretations of family meals and street foods, organic foods, fair
trade food, ‘slow food’, etc.) or identity (e.g. ethnic cuisines)” (
<xref ref-type="bibr" rid="B14">Cornil & Chandon, 2015, p. 54</xref>
). Exploring Quebecers’ perceptions and definitions of eating pleasure and
healthy eating, it was found that eating pleasure was defined through food
characteristics associated with sensory qualities like taste, aesthetics, and
variety. Regarding psychosocial contexts, cooking, sharing a meal and relaxing
were seen as very important aspects of eating pleasure. Healthy eating was
defined through food characteristics like balance, variety, unprocessed or
low-processed and ways to regulate eating behaviors like moderation, respecting
hunger and satiety cues. Regarding perceptions, the pleasure related to
aesthetics and discovering new foods were aligned with an epicurean vision (
<xref ref-type="bibr" rid="B26">
Landry
<italic>et al</italic>
., 2018
...
</xref>
).
...
</p>
<p>
Food well-being is influenced by culture, emotions, environment, community and
pleasure, between others and its framework uses a food definition with strong
connections with different academic fields and societal trends, such as the Slow
Food Movement (
<xref ref-type="bibr" rid="B9">
Block
<italic>et al.,</italic>
2011
...
</xref>
), where the “epicurean” perspective is included (
<xref ref-type="bibr" rid="B36">Mulligan, 2015</xref>
).
...
</p>
...
</sec>
...
</sec>
<sec>
<title>Slow Food movement</title>
<p>
Slow Food (SF) was born in Italy to promote “a gastronomic association
connecting the refinement of taste to local traditions and regional
environmental specificity” (
<xref ref-type="bibr" rid="B45">Sassatelli & Davolio, 2010, p. 204</xref>
). Present in over 160 countries, Slow Food Movement is defined as “a global,
grassroots organization, founded in 1989 to prevent disappearance of local food
cultures and traditions, counteract the rise of fast life and combat people´s
decreasing interest in the food they eat” (
<xref ref-type="bibr" rid="B51">Slow Food, 2018</xref>
). The philosophy of SF is “a world in which all people can access and enjoy
food that is good for them, good for those who grow it and good for the planet”
(
<xref ref-type="bibr" rid="B51">Slow Food, 2018</xref>
). In order to spread the movement and its ideas, SF develops links between
producers and consumers through community activities, campaigns and events
coordinated at national and international level.
...
</p>
<p>
In the Slow Food Manifesto for Quality, the organization urges to eat and
produce food as
<italic>gastronomes</italic>
and exercise the
<italic>right of pleasure</italic>
without damaging the existence of others or the environmental equilibrium of the
planet. The
<italic>neo-gastronome</italic>
is defined as “a person with a responsible, comprehensive approach to food,
combining an interest in food and wine culture with a desire to defend the
environment and food biodiversity, and considers eating as not only a biological
necessity, but also a convivial pleasure to be shared with others” (
<xref ref-type="bibr" rid="B51">Slow Food, 2018</xref>
). The “
<italic>right of pleasure</italic>
” (sensory and intellectual) plays an important role and the consumer becomes a
very important agent for change (
<xref ref-type="bibr" rid="B45">Sassatelli & Davolio, 2010</xref>
) when with his or her choices orients the market and production, and becomes a
<italic>co-producer</italic>
. In a common effort, consumers and producers are called to practice and
disseminate a new precise and broader concept of food quality centered in the
three basic words: good, clean and fair. “
<italic>Good</italic>
Food” is defined as non-altered in its naturalness, rich in flavor and aroma and
recognizable to educated and well-trained senses. It is the result of the
producer’s competence and the choice of raw materials and production methods.
<italic>Clean</italic>
because in every stage of the agro-industrial production chain, in which
consumption is included, should protect ecosystems and biodiversity in order to
safeguard the health of consumers and producers. And
<italic>fair</italic>
because social justice should be pursued through the practice of sympathy and
solidarity, respect for cultural diversities and traditions and the creations of
labor respectful of man and his rights, in order to generate adequate rewards (
<xref ref-type="bibr" rid="B51">Slow Food, 2018</xref>
).
...
</p>
<p>
With a
<italic>taste education</italic>
, SF proposes a “food education based on the reawakening and training of the
senses and the study of all aspects of food and its production” (
<xref ref-type="bibr" rid="B51">Slow Food, 2018</xref>
). Typical products and regional cuisines need to be cultivated and protected
because they represent an important cultural heritage and distinctiveness;
quality of food, seasonality and freshness are the main ingredients of a “
<italic>gastronomic aesthetic of food</italic>
” (
<xref ref-type="bibr" rid="B34">Miele & Murdoch, 2002</xref>
).
...
</p>
<p>
With a dual process of pleasure-seeking and politicization, SF movement become a
form of resistance to corporate mass-produced food and gives a new sense to the
desire and pleasure of consumption (
<xref ref-type="bibr" rid="B43">Pietrykowski, 2004</xref>
). The movement has been successful mobilizing consumers, producers,
distributors, etc., and developing a collective identity, less elitist-seeming
and accessible to bigger groups interested in food, environment and social
justice (
<xref ref-type="bibr" rid="B56">Van Bommel & Spicer, 2011</xref>
). SF emphasizes a new consumption philosophy, an aware consumption, in which
consumers become more active and exigent regarding the information about food
characteristics and became interested in their symbolic features by embracing
the historical, social and cultural values of foods (
<xref ref-type="bibr" rid="B38">Nosi & Zanni, 2004</xref>
).
...
</p>
<p>Via SF websites, available in different languages, social media, local
chapters, magazines and activities, Slow Food is a source of knowledge about
food and nutrition for consumers.</p>
<p>The ideas embodied in the FWB paradigm, the epicurean eating pleasure
perspective and the SF movement, are certainly a good start that could lead
persons to consume food in a more positive, pleasurable and healthy way.
Therefore, it became necessary to examine if these consumers (SF), as a
consequence, might be experiencing food well-being.</p>
<sec>
<title>Social media and food well-being</title>
<p>
In the fight against obesity, the OECD suggests the use of social and new media
to sensitize the population about unhealthy food consumption (
<xref ref-type="bibr" rid="B39">Organisation for Economic Co-operation and
Development, 2017</xref>
). People, groups and organizations use the World Wide Web to share information
and/or to be part of a social network (
<xref ref-type="bibr" rid="B24">Kavanaugh, Carroll, Rosson, Zin & Reese,
2017</xref>
). Social networks are facilitators of online communities and
consumer-to-consumer communication (
<xref ref-type="bibr" rid="B50">Sloan, Bodey & Gyrd-Jones, 2015</xref>
). Internet-based messages transmitted through these media have become a major
factor of influence on aspects of consumption, like awareness, information
acquisition, opinion, attitude, purchase behavior, and post-purchase
communication and evaluation (
<xref ref-type="bibr" rid="B31">Mangold & Faulds, 2009</xref>
). Web communications and social networking services strongly influence
consumers’ brand perceptions and purchasing decisions (
<xref ref-type="bibr" rid="B19">Jansen, Zhang, Sobel & Chowdury, 2009</xref>
;
<xref ref-type="bibr" rid="B37">Nitins & Burgess, 2014</xref>
). MySpace, Facebook, Google Plus, YouTube and LinkedIn are just some of
different social network sites, in which users can build a personal network that
connects them to other users with the purpose of exchange information, maintain
relationships and collaborate (
<xref ref-type="bibr" rid="B28">Lenhart & Madden, 2007</xref>
). Social interaction and information seeking are the main reasons why consumers
use and like social media (
<xref ref-type="bibr" rid="B65">Whiting & Williams, 2013</xref>
).
...
</p>
<p>
From all the social media, Twitter is the largest, most well-known and most
popular of the microblogging sites (
<xref ref-type="bibr" rid="B19">
Jansen
<italic>et al.</italic>
, 2009
...
</xref>
), the openness and availability of messages posted on Twitter provide a dataset
for academic research (
<xref ref-type="bibr" rid="B63">Williams, Terras & Warwick, 2013</xref>
) and information about exposure to food environment in real time (
<xref ref-type="bibr" rid="B13">Chen & Yang, 2014</xref>
).
...
</p>
<p>
Twitter is a social network and a microblogging service. Its main characteristic
is that Twitter messages are limited to 280 characters and it allows to upload
photos or short videos. Users can post short messages called “tweets” to a
publicly available (or private) profile, or they can be sent as direct messages
to other users. As one of the most popular social networks worldwide, the fourth
quarter of 2018, Twitter averaged at 321 million monthly active users including
heads of state and celebrities (
<xref ref-type="bibr" rid="B52">Statista, 2019</xref>
). The company describes itself as a tool in which people can tell their story
about what is happening in the world right now (
<xref ref-type="bibr" rid="B54">Twitter, 2018</xref>
).
...
</p>
<p>
Besides the possibility to follow and be followed by other users, Twitter
provides specific features like “retweets”, “replies”, “mentions” and the use of
“hashtags”. Putting a “#” (hash), followed by a certain word, is a way of adding
context to a message (e.g. #obama) and this specific word receives the informal
function of a topic (
<xref ref-type="bibr" rid="B55">Uhl, Kolleck & Schiebel, 2017</xref>
). The hashtag (#) symbol is a specific manner of expression associated with
social media, in particular with Twitter microblogging platform, it has been
used to distribute news regarding a relevant topic (
<xref ref-type="bibr" rid="B57">Van den Berg, 2014</xref>
). Twitter hashtag has been used as a tool by self-organized movement supporters
for the purpose of reaching other persons with the same interests and as a
mechanism for mobilizing public attention (
<xref ref-type="bibr" rid="B61">Wang, Liu & Gao, 2016</xref>
). Hashtags or interface-driven categories reflect accepted social interests,
need for connection and network building, where the communication become more
structured and is shared with specific audiences (
<xref ref-type="bibr" rid="B25">
Kozinets
<italic>et al</italic>
., 2017
...
</xref>
).
...
</p>
<p>
The first main interest in researching slow food postings of consumers on social
media was the possibility to analyze how these consumers (slow food) reflect
their quotidian relationship with food. One of the five primary domains that
represent the central FWB core is “
<italic>food socialization</italic>
”, defined as “the processes consumers use to learn about food, its role, and
FWB in a person´s cultural realm” (
<xref ref-type="bibr" rid="B9">
Block
<italic>et al</italic>
., 2011, p. 7
...
</xref>
). Although a variety of studies focused on children socialization, this process
begins in early childhood and extends through a consumer´s entire life (
<xref ref-type="bibr" rid="B46">Schiffman & Kanuk, 2000</xref>
). Social Media and especially social networking sites are an important agent of
consumer socialization because they provide a virtual space of communication (
<xref ref-type="bibr" rid="B59">Vinerean, Cetina, Dumitrescu & Tichindelean,
2013</xref>
). For
<xref ref-type="bibr" rid="B64">Wilson and Peterson (2002)</xref>
, technologies like the Internet and all the text and media that exist within
it, are in themselves cultural products. Culture and subcultures influence food
choices and food is often used to reflect cultural values (
<xref ref-type="bibr" rid="B9">
Block
<italic>et al</italic>
., 2011
...
</xref>
). Buying, cooking and eating food is an everyday life practice which reproduces
bodies and identities (
<xref ref-type="bibr" rid="B43">Pietrykowski, 2004</xref>
).
...
</p>
<p>
Eating, as any other form of consumption, provide tangible-objective benefits as
well as subjective-intangible-hedonic benefits, thus the emotional component is
an important aspect of experiential consumption which it is necessary to study (
<xref ref-type="bibr" rid="B21">Havlena & Holbrook, 1986</xref>
). The hedonic responses are the essence of the usage experience and one type of
response derived from hedonic consumption involves emotional arousal (
<xref ref-type="bibr" rid="B22">Holbrook & Hirschman, 1982</xref>
). In the digital world consumers self-disclose and confess online producing a
more public presentation of self (
<xref ref-type="bibr" rid="B8">Belk, 2013</xref>
). Goods consumption, but as well food consumption is linked to consumer’s
self-identity (
<xref ref-type="bibr" rid="B7">Belk, 1998</xref>
;
<xref ref-type="bibr" rid="B53">Thomsen & Hansen, 2015</xref>
). Emotions are context specific and are a result of consumption experiences (
<xref ref-type="bibr" rid="B44">Richins, 1997</xref>
). Sharing video or pictures of food consumption on social networks has
demarcated social space, creating circles of inclusion and familiarity where the
sharing of meals cultivates a sense of intimate social belonging (
<xref ref-type="bibr" rid="B33">McDonell, 2016</xref>
). Food well-being is influenced by community, culture and emotions among others
(
<xref ref-type="bibr" rid="B9">
Block
<italic>et al.,</italic>
2011
...
</xref>
). Therefore, it is also important to determine what emotions are reflected in
these hashtag #SlowFood postings.
...
</p>
<p>
A growing body of social media research has centered their studies on content
around food. Examining posts shared on Instagram regarding food in urban
neighborhoods characterized by poor access to healthy and affordable food found
that the ingestion content was associated with high intake of fat, cholesterol
and sugar and with low vegetable and fruit consumption (
<xref ref-type="bibr" rid="B16">
De Choudhury
<italic>et al</italic>
., 2016
...
</xref>
), using user vs machine descriptions of food images from Instagram determined
that labeling particular foods as #healthy might be related favorably with
health (
<xref ref-type="bibr" rid="B40">
Ofli
<italic>et al</italic>
., 2017
...
</xref>
), analyzing how the brains of consumers react to healthy and unhealthy food
content in digital environments suggests that appetizing healthy food pictures
on social network might drive positively on self-control and food choice (
<xref ref-type="bibr" rid="B41">
Petit
<italic>et al</italic>
., 2016
...
</xref>
), using ethnography and nethnography to study food image sharing from friend
networks to food bloggers, found technology increases the passion to consume (
<xref ref-type="bibr" rid="B25">
Kozinets
<italic>et al</italic>
., 2017
...
</xref>
).
...
</p>
<p>
Using Twitter data was found a prevalence of unhealthy foods in food deserts by
analyzing geolocated Twitter messages (
<xref ref-type="bibr" rid="B62">Widener & Li, 2014</xref>
), analyzing food-related tweets and the geographic food sources of healthy and
unhealthy food was possible to conclude that a healthful food environment
facilitates healthy food choices (
<xref ref-type="bibr" rid="B13">Chen & Yang, 2014</xref>
), a linguistic analysis of tweets and caloric content of food in order to
predict country-wide obesity and diabetes statistics suggests that social media
provides useful information about national dietary health (
<xref ref-type="bibr" rid="B1">
Abbar
<italic>et al</italic>
., 2015
...
</xref>
) and studying the use of emoticons or emoji on tweets it was determined that
consumers use emoticons and emoji to express primarily positive emotions in a
food context (
<xref ref-type="bibr" rid="B58">
Vidal
<italic>et al</italic>
., 2016
...
</xref>
).
...
</p>
<p>In summary, many studies are centered on the sharing of food-related content
on social media, but there are almost no studies concentrated in how consumers
reflect their experiences of food well-being as a result of healthy food
consumption practices in their tweets. Therefore, the aim of this study is to
examine, through the #SlowFood hashtag on Twitter as a search tool, how
consumers reflect their food well-being on their postings. The following three
research questions were formulated:</p>
<p>
<list list-type="simple">
<list-item>
<p>
<bold>RQ1</bold>
: How consumers (SF) reflect their quotidian relationship with food on their
posts.
...
</p>
...
</list-item>
<list-item>
<p>
<bold>RQ2</bold>
: What emotions are reflected in the SF posts?
...
</p>
...
</list-item>
<list-item>
<p>
<bold>RQ3:</bold>
Do food-related postings from consumers with the hashtag #SlowFood reflect food
well-being?
...
</p>
...
</list-item>
...
</list>
...
</p>
...
</sec>
...
</sec>
<sec sec-type="methods">
<title>Methodological approach</title>
<p>
This paper used an interpretive content analysis method to Twitter texts as well
as Twitter pictures (
<xref ref-type="bibr" rid="B47">Schroeder, 2002</xref>
) shared by its users in which the hashtag #SlowFood was included. Interpretive
content analysis method was chosen because it is a flexible methodology used for
latent content analysis, it is not restricted by coding rules and it has the
flexibility to take context more into account (
<xref ref-type="bibr" rid="B3">Ahuvia, 2001</xref>
). In order to identify emotions, the typologies of emotion proposed by
<xref ref-type="bibr" rid="B27">Laros and Steenkamp (2005)</xref>
were used because they provide a better understanding of consumers´ feelings
regarding food products (
<xref ref-type="table" rid="t1">Table 1</xref>
).
...
</p>
<p>
Using a purposive sampling procedure (
<xref ref-type="bibr" rid="B30">Lopez & Whitehead, 2013</xref>
), the study consisted of all tweets posted from February, 1
<sup>st</sup>
to March, 31
<sup>st</sup>
of 2018 which included the hashtag #SlowFood. As a qualitative study, a
two-month sample was considered appropriated since the aim of this research was
to go beyond description interpreting text and pictures. “Identifying
large-scale patterns can be useful, but it can also overlook
<italic>how</italic>
people do things with Twitter,
<italic>why</italic>
they do them, and how they
<italic>understand</italic>
them” (
<xref ref-type="bibr" rid="B32">Marwick, 2014, p. 119</xref>
). The search was focused on a hashtag instead of a keyword because by adding a
hashtag to a Tweet, the related word receives the function of a topic. Thus,
hashtags are helpful to spread information across networks of interest, they
make it easy to search information regarding a specific theme (
<xref ref-type="bibr" rid="B17">Ebner & Reinhardt, 2009</xref>
) and they can be used for reviewing and sampling tweets (
<xref ref-type="bibr" rid="B49">Skalski, Neuendorf & Cajigas, 2017</xref>
).
...
</p>
<p>
<table-wrap id="t1">
<label>Table 1</label>
<caption>
<title>Hierarchy of consumer emotions by Laros and Steenkamp</title>
...
</caption>
<alternatives>
<graphic xlink:href="t1.jpg"/>
<table>
<colgroup>
<col span="4"/>
<col span="4"/>
...
</colgroup>
<thead>
<tr>
<th align="center" colspan="4">Negative Affect</th>
<th align="center" colspan="4">Positive Affect</th>
...
</tr>
<tr>
<th align="center">Anger</th>
<th align="center">Fear</th>
<th align="center">Sadness</th>
<th align="center">Shame</th>
<th align="center">Contentment</th>
<th align="center">Happiness</th>
<th align="center">Love</th>
<th align="center">Pride</th>
...
</tr>
...
</thead>
<tbody>
<tr>
<td align="center">
<list list-type="simple">
<list-item>
<p>Angry</p>
...
</list-item>
<list-item>
<p>Frustrated</p>
...
</list-item>
<list-item>
<p>Irritated</p>
...
</list-item>
<list-item>
<p>Unfulfilled</p>
...
</list-item>
<list-item>
<p>Discontented</p>
...
</list-item>
<list-item>
<p>Envious</p>
...
</list-item>
<list-item>
<p>Jealous</p>
...
</list-item>
...
</list>
...
</td>
<td align="center">
<list list-type="simple">
<list-item>
<p>Scared</p>
...
</list-item>
<list-item>
<p>Afraid</p>
...
</list-item>
<list-item>
<p>Panicky</p>
...
</list-item>
<list-item>
<p>Nervous</p>
...
</list-item>
<list-item>
<p>Worried</p>
...
</list-item>
<list-item>
<p>Tense</p>
...
</list-item>
...
</list>
...
</td>
<td align="center">
<list list-type="simple">
<list-item>
<p>Depressed</p>
...
</list-item>
<list-item>
<p>Miserable</p>
...
</list-item>
<list-item>
<p>Helpless</p>
...
</list-item>
<list-item>
<p>Nostalgia</p>
...
</list-item>
<list-item>
<p>Guilty</p>
...
</list-item>
...
</list>
...
</td>
<td align="center">
<list list-type="simple">
<list-item>
<p>Embarrassed</p>
...
</list-item>
<list-item>
<p>Ashamed</p>
...
</list-item>
<list-item>
<p>Humiliated</p>
...
</list-item>
...
</list>
...
</td>
<td align="center">
<list list-type="simple">
<list-item>
<p>Contented</p>
...
</list-item>
<list-item>
<p>Fulfilled</p>
...
</list-item>
<list-item>
<p>Peaceful</p>
...
</list-item>
...
</list>
...
</td>
<td align="center">
<list list-type="simple">
<list-item>
<p>Optimistic</p>
...
</list-item>
<list-item>
<p>Encouraged</p>
...
</list-item>
<list-item>
<p>Hopeful</p>
...
</list-item>
<list-item>
<p>Happy</p>
...
</list-item>
<list-item>
<p>Pleased</p>
...
</list-item>
<list-item>
<p>Joyful</p>
...
</list-item>
<list-item>
<p>Relieved</p>
...
</list-item>
<list-item>
<p>Thrilled</p>
...
</list-item>
<list-item>
<p>Enthusiastic</p>
...
</list-item>
...
</list>
...
</td>
<td align="center">
<list list-type="simple">
<list-item>
<p>Sexy</p>
...
</list-item>
<list-item>
<p>Romantic</p>
...
</list-item>
<list-item>
<p>Passionate</p>
...
</list-item>
<list-item>
<p>Loving</p>
...
</list-item>
<list-item>
<p>Sentimental</p>
...
</list-item>
<list-item>
<p>Warm-hearted</p>
...
</list-item>
...
</list>
...
</td>
<td align="center">Pride</td>
...
</tr>
...
</tbody>
...
</table>
...
</alternatives>
<table-wrap-foot>
<fn id="TFN1">
<p>
Source:
<xref ref-type="bibr" rid="B27">Laros and Steenkamp (2005, p. 1441)</xref>
.
...
</p>
...
</fn>
...
</table-wrap-foot>
...
</table-wrap>
...
</p>
<p>
The goal of this study was to analyze tweets from consumers who posted something
on Twitter using the mentioned hashtag. These tweets were obtained using the
advanced search service of Twitter. Defining the most appropriated messages for
the search required a pre-analysis of tweets. For this study, #SlowFood,
#Slowfood and #slowfood hashtags were taken as the same hashtag, because the
Twitter search service do not make any difference between them. Hashtags with
the word “Slow Food” but with additional words or letters were discarded because
they make reference to specific events or cities (e.g. #SlowFoodCE,
#slowfoodchicago). Then, a total of 4102 messages containing the mentioned
hashtags, in different languages and from different users were imported and
saved as PDF to be analyzed manually. In order to analyze all tweets in just one
language, all non-English tweets were discarded. Since Twitter is used as well
to promote companies, events or products, tweets from companies, chefs, bloggers
or persons related with the promotion of products, events and even the SF events
were found. But, because the aim of this paper was to analyze posts from
consumers, marketing communication tweets were discarded. Using the definition
of marketing communications proposed by
<xref ref-type="bibr" rid="B4">Arens (2004)</xref>
it was determined that a tweet become a form of marketing communication when a
tweet content is used by the user to initiate or maintain contact with their
prospects, clients, and customers. And regarding marketing communication images,
the following words of
<xref ref-type="bibr" rid="B48">Schroeder (2004)</xref>
were taken into account: “as consumers we should know that what is shown in ads
hasn’t really been, it is usually a staged construction designed to sell
something” (p. 233). As a result of this analysis, it was found that 3892 were
marketing communication tweets or non-English tweets. Therefore, just 210 tweets
in English, from consumers containing images and/or text about food were
analyzed.
...
</p>
...
</sec>
<sec>
<title>Findings</title>
<p>The objective of this study was to examine how consumers reflect their
quotidian relationship with food, which emotions are reflected in those posts
and if these posts reflect the food well-being of consumers; for this purpose,
pictures and texts in tweets were analyzed, coded and interpreted.</p>
<sec>
<title>Consumers reflecting their quotidian relationship with food on their
posts (Research Question 1)</title>
<p>
The analysis of tweets shows that consumers share short messages, links, videos,
pictures, words and other hashtags in their tweets. However, words and images
are the main tool to share information, activities and experiences. Users
expressed their favorable attitudes toward some messages by clicking the “like”
button. Few replies and retweets were found, and they were mainly used to share
the same message with others, to give more information or to comment about some
information, to ask for details or recipes of some dish, to express positive
admiration for others’ homemade food, to comment their own experiences cooking
the same or something similar, or to share new cooking recipes or ways to cook
the same dish. Hashtags were used mainly to emphasize countries, activities,
emotions, and ingredients, among others (
<xref ref-type="table" rid="t2">Table 2</xref>
).
...
</p>
<p>
Photography in consumer behavior is an important source of information about
consumers (
<xref ref-type="bibr" rid="B48">Schroeder, 2004</xref>
). Images give us information about what they do every day, the things they
love, what gives them identity, what is part of their culture and what is
important or valuable to them. Daily routine posts or what people are currently
doing is one of the most common use of Twitter (
<xref ref-type="bibr" rid="B20">Java, Song, Finin & Tseng, 2007</xref>
). The visual aesthetics of the pictures shared was relatively stable, they were
aesthetic, but they lacked of exotic positions and they were not taken in
extreme close-up. Pictures showing the final result or meal, were simple and
natural and they were taken from the viewing position of a person sitting at a
table. Most photographs were
<italic>utilitarian</italic>
. “Utilitarian photographs emphasize education and speed of understanding over
visual pleasure, for example, showing a simple line-up of the ingredients
required for recipe, or capturing the right texture for pie crust dough made in
a food processor” (
<xref ref-type="bibr" rid="B33">McDonnell, 2016, p. 250</xref>
).
...
</p>
<p>
<table-wrap id="t2">
<label>Table 2</label>
<caption>
<title>Examples of hashtags, words and phrases used in the tweets</title>
...
</caption>
<alternatives>
<graphic xlink:href="t2.jpg"/>
<table>
<colgroup>
<col/>
<col/>
<col/>
<col/>
<col/>
...
</colgroup>
<thead>
<tr>
<th align="center">Local/Regional</th>
<th align="center">Home vegetable/ herb garden</th>
<th align="center">Emotions</th>
<th align="center">Ingredients/Food</th>
<th align="center">Homemade</th>
...
</tr>
...
</thead>
<tbody>
<tr>
<td align="left">
<list list-type="simple">
<list-item>
<p>
<italic>#EatLocal</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#localism</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#Balkans</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#Bulgaria</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#Mediterranean</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#Italy</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#poland</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#italian</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#Japan</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#japanesefood</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#polishrecibe</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#polishfood</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#koreanfood</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#mallorcanwine</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>West African Peanut Soup</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>local rosé</italic>
...
</p>
...
</list-item>
...
</list>
...
</td>
<td align="left">
<list list-type="simple">
<list-item>
<p>
<italic>#backyardgarden #urbangarden #gerillagardening
#urbanagriculture</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#homegrown</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>Fava Bean blossoming</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>Chilli harvest</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>from our tree</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>from the tree to the table</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>from the vine into the jar</italic>
...
</p>
...
</list-item>
...
</list>
...
</td>
<td align="left">
<list list-type="simple">
<list-item>
<p>
<italic>We love…</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>I love…</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#♥</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#madewithlove</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>I love #cooking</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>I love our…</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>lot´s of love</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#foodislove</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>Quite happy</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>Happy</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#happy</italic>
...
</p>
...
</list-item>
...
</list>
...
</td>
<td align="left">
<list list-type="simple">
<list-item>
<p>
<italic>#passionfruit</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#bloodOrange</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#mozzareladibufala</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#Pie</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#Marmalade</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#herbs</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#peanutbutter</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#pizza</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#macarons</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#cookies</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#risotto</italic>
...
</p>
...
</list-item>
...
</list>
...
</td>
<td align="left">
<list list-type="simple">
<list-item>
<p>
<italic>#homecanning”</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#homemade</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#homebeer</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#homebrew</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>#homebaking</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>Homemade</italic>
...
</p>
...
</list-item>
<list-item>
<p>
<italic>homemade bread homemade apple pie homemade paprika</italic>
...
</p>
...
</list-item>
...
</list>
...
</td>
...
</tr>
...
</tbody>
...
</table>
...
</alternatives>
...
</table-wrap>
...
</p>
<p>Pictures helped consumers to share visually their experiences, what they do
and value; they support or accompany the words. Regarding their own pictures,
posts of consumers recognizing that their pictures are not “perfect” or
“symmetric”, or with the right light like those taken by professionals were
found. Users know that their photographs are natural, taken by themselves and
they value them.</p>
...
</sec>
<sec>
<title>Emotions reflected in posts (Research Question 2)</title>
<p>
To address what emotions are reflected in the SF posts, the typologies of
emotion proposed by
<xref ref-type="bibr" rid="B27">Laros and Steenkamp (2005)</xref>
were used (
<xref ref-type="table" rid="t1">Table 1</xref>
). Eating, as any other experience include emotions (
<xref ref-type="bibr" rid="B21">Havlena & Holbrook, 1986</xref>
). Analyzing the tweets posted by consumers, two main words shared in different
variations could be identified: Love and Happiness.
<xref ref-type="bibr" rid="B27">Laros and Steenkamp (2005)</xref>
argue that Love and Happiness are positive basic emotions in consumption
experience. The word
<italic>Love</italic>
and words/#hashtags related with love are the most shared on #SlowFood tweets (
<xref ref-type="table" rid="t2">Table 2</xref>
). Consumers demonstrate their love for cooking, for products and ingredients,
for what they cook, when they cook for their families, but as well when they use
ingredients grown by themselves.
...
</p>
<p>
Cooking at home, eating at home, or growing their own ingredients, seem to
influence these positive emotions. Although there are tweets sharing experiences
about eating out, they are very few, and are not related with happiness or love;
there are more tweets expressing love and happiness in at-home or with “
<italic>homemade</italic>
” experiences (
<xref ref-type="table" rid="t1">Table 1</xref>
and
<xref ref-type="table" rid="t2">Table 2</xref>
).
<xref ref-type="bibr" rid="B23">Kauppinen-Räisänen, Gummerus & Lehtola
(2013)</xref>
mention that homemade foods are simple, healthful, nutritious and better than
the typical food, they are perceived as memorable and have a positive eating
experience. Homemade food is resistant to mass production, it is not a “product”
and it embodies the producer’s creativity. Other elements of this kind of food
are authenticity, uniqueness, tradition, heritage and kinship relationships,
among others (
<xref ref-type="bibr" rid="B5">Arnould & Price, 2006</xref>
). Homemade food is related with family and love and it is a way to express care
for oneself or for others. “Imagery surrounding homemade food valorizes family
events as precious and special, incorporating them with themes of happiness and
sharing [...] the love of family associated with homemade signifies an
opposition to the commercial, instrumental interests of the market” (
<xref ref-type="bibr" rid="B35">Moisio, Arnould & Price, 2004, p. 366</xref>
).
...
</p>
...
</sec>
<sec>
<title>Postings from consumers reflecting food well-being (Research Question
3)</title>
<p>
Most analyzed food-related postings from consumers with the hashtag #SlowFood
reflected food well-being. In most tweets, consumers share information, recipes,
activities, meals or ingredients in line with SF main ideas and in line with the
concept of the epicurean eating pleasure which focuses on pleasure derived from
the aesthetic appreciation of the sensory and symbolic value of the food, their
authenticity or identity (
<xref ref-type="bibr" rid="B14">Cornil & Chandon, 2015</xref>
). Healthy, organic and what SF call good, clean and fair food are important
part of the posts (
<xref ref-type="table" rid="t2">Table 2</xref>
).
...
</p>
<p>
Consumers show appreciation and knowledge for ethnic and local food as well as
for traditional food processes. Posts about local food, artisanal cuisine and
from different parts of the world are shared including different words and
hashtags related with this theme (
<xref ref-type="table" rid="t2">Table 2</xref>
). The SFM philosophy “is that typical products and regional cuisines are
important features of cultural distinctiveness. They need to be cultivated and
protected [...] because they represent a rich cultural heritage” (
<xref ref-type="bibr" rid="B34">Miele & Murdoch, 2002, p. 318</xref>
). Preventing the disappearance of local food cultures and traditions, SF
promotes appreciation for local food and protect traditional foods. Appreciation
means acknowledging the value or meaning of something (e.g. event, behavior,
object, person) and to feel a positive emotional connection with it; “being
appreciative facilitate and enhances feeling of well-being and life
satisfaction, as well as feelings of connection to what we have, to what we
experience and to life itself” (
<xref ref-type="bibr" rid="B2">Adler & Fagley, 2005, p. 79</xref>
). For SF the quality of food, the typicality geographic localization, the
historical memory, the quality of raw materials, freshness, seasonality and
techniques of preparation, what
<xref ref-type="bibr" rid="B34">Miele and Murdoch (2002)</xref>
call the “gastronomic aesthetic” is important and it is what was found in these
tweets.
...
</p>
<p>
The sensory appreciation of meals and ingredients is linked with the quality of
materials, but as well with the freshness of ingredients and seasonality.
Consumers share pictures and information about meals and ingredients, but as
well about their smells and flavors (e.g.
<italic>#spicy, yummi, delicious, tasty</italic>
, “
<italic>so much flavor”, “tastes great”, smelling great, etc.)</italic>
. The seasonality (
<italic>#eatwiththeseasons)</italic>
is important and a home vegetable/herb garden is a source of fresh, clean and
organic raw materials and a matter of pride and positive emotions which allow
them to eat fresh ingredients from every season. For this reason, many tweets
about fresh ingredients in many cases grown by themselves were shared (
<xref ref-type="table" rid="t2">Table 2</xref>
).
...
</p>
...
</sec>
...
</sec>
<sec sec-type="conclusions">
<title>Conclusions, limitations and recommendations for future research</title>
<p>
This paper shows how hashtag #SlowFood postings on social media site Twitter
reflect the food well-being of consumers. The displays of positive emotions,
pictures, ideas and activities related with the slow food consumption on social
media are consistent with SF values, philosophy and general ideas where the role
of food in a person’s well-being is seen in a more positive and holistic
understanding (
<xref ref-type="bibr" rid="B9">
Block
<italic>et al.,</italic>
2011, p. 6
...
</xref>
). SF promotes and influences the practice of a healthy food consumption among
consumers involved in this movement. Twitter, used as a tool for “
<italic>food socialization”</italic>
, allow consumers to share their slow food practices.
...
</p>
<p>
Different institutions have suggested the use of social media to promote a
healthy food consumption and well-being (
<xref ref-type="bibr" rid="B39">Organization for Economic Co-operation and
Development, 2017</xref>
;
<xref ref-type="bibr" rid="B66">World Health Organization, 2018</xref>
;
<xref ref-type="bibr" rid="B29">
Li
<italic>et al.,</italic>
2013
...
</xref>
). In a study about how brains of consumers react to food in digital
environments,
<xref ref-type="bibr" rid="B41">
Petit
<italic>et al.</italic>
(2016)
...
</xref>
mention that sharing videos and pictures of healthy food on social media could
help people to make healthy food choices and might have positive effects on
self-control. Thus, in order to influence other consumers to adopt a new and
positive relationship with food producing food well-being, it could be possible
to use social media, in particular Twitter since messages transmitted through
these media have become a major factor of influence on consumers’ consumptions
and perceptions (
<xref ref-type="bibr" rid="B19">
Jansen
<italic>et al</italic>
., 2009
...
</xref>
;
<xref ref-type="bibr" rid="B31">Mangold & Faulds, 2009</xref>
). In this sense, as a result of this research, Twitter is seen as a tool for “
<italic>food socialization</italic>
” since while sharing knowledge, other consumers learn and what
<xref ref-type="bibr" rid="B9">
Block
<italic>et al.</italic>
(2011)
...
</xref>
called “
<italic>food socialization</italic>
” is produced, at home, during food preparation or eating, or when consumers
purposeful train themselves looking for information, commenting and sharing
posts about healthy meals and eating behaviors. Likewise, these processes could
be reproduced
<italic>implicitly</italic>
when other consumers observe Twitter postings about healthy food eating
behaviors and mimic them.
...
</p>
<p>
For this purpose, Twitter posting sharing information, pictures and videos
focusing on the aesthetic appreciation of the symbolic and sensorial value of
food could be promoted with the use of Twitter. Instead of messages centered on
moralities of what constitutes bad or good food, companies, authorities and
institutions could promote food well-being on Twitter focusing in sensory
pleasure elements like taste, smell and texture. Because it has been proved that
these elements, included in the SF movement, can make people happier and prefer
small food portions (
<xref ref-type="bibr" rid="B15">Cornil & Chandon, 2016</xref>
). Furthermore, these communications could focus on the pleasure derived from
preparing, eating and sharing healthy foods; because as
<xref ref-type="bibr" rid="B42">Pettigrew (2015)</xref>
suggests, it could be more successful in encouraging the consumption of healthy
foods, than focusing on avoiding unhealthy food.
...
</p>
<p>Rediscovering local ingredients, meals and flavors can help consumers to
appreciate once more what is close to them and to influence others by sharing
information, daily practices, meals and pictures about healthy and pleasurable
eating behaviors online. Communicating the pleasure derived from home gardening
and from preparing, sharing and eating healthy foods could be successful in
promoting the consumption of healthy foods. Cooking at home gives consumers the
opportunity to choose high quality ingredients sometimes grown by themselves,
and to take control of ingredients and quantities consumed. </p>
<p>
Food choices are influenced by culture and subcultures, often reflect cultural
values, meal-based rituals passed from one generation to the next (
<xref ref-type="bibr" rid="B9">
Block
<italic>et al</italic>
, 2011
...
</xref>
). At younger ages, families exert more influence at shaping dietary patterns
related with taste preferences and eating rules at younger ages (
<xref ref-type="bibr" rid="B11">
Bublitz
<italic>et al.,</italic>
2010
...
</xref>
). Growing ingredients at home, but as well, preparing, eating and sharing meals
at home can influence the youngest family members to adopt healthy eating
behaviors. Sharing these rituals on Social Media could influence other persons
to adopt these activities and thus to prefer healthy local food or homegrown
ingredients.
<xref ref-type="bibr" rid="B60">
Vohs, Wang, Gino & Northon
<italic>,</italic>
(2013)
...
</xref>
suggest that rituals can enhance the pleasure derived from eating healthfully
because of the great involvement in the experience. Rituals are closely linked
to symbolic aspects of family life and ritual elements of mealtimes are symbolic
and are tied to emotions (
<xref ref-type="bibr" rid="B18">Fiese, Foley & Spagnola, 2006</xref>
). Cultural attitudes toward food meant pleasure, community, comfort and kinship
(
<xref ref-type="bibr" rid="B9">
Block
<italic>et al</italic>
, 2011
...
</xref>
).
...
</p>
<p>
The themes above studied could be used in marketing communications to promote
healthy food consumption behaviors with an FWB emphasis. These communications
could focus on the pleasure derived from the sensory and symbolic value of food,
as well as on the pleasure derived from the home food production/cooking
experiences, instead of food nutritious nature or health benefits.
<xref ref-type="bibr" rid="B15">Cornil and Chandon (2016)</xref>
suggest that focusing on sensory pleasure instead of health warnings is possible
to achieve a better balance among consumer enjoyment and health. The lack of
time, and gardening and cooking skills, could be a factor to undermine the
success of this healthy eating behavior; nevertheless, the desire to learn to
adopt a healthier lifestyle could be more powerful than the lack of time or
skills.
...
</p>
<p>
The limitations of this paper are twofold. First, only Twitter was examined in
this study, and it was possible to observe that hashtag #SlowFood posts from
consumers included links, mainly to Instagram, other social media which main
characteristic is the photo-sharing. Consumers include URL in their tweets in
order to redirect to a desired website, sharing links is a common practice in
Twitter (
<xref ref-type="bibr" rid="B10">Boyd, Golder & Lotan, 2010</xref>
). Although messages including an Instagram link were analyzed, pictures shared
in these links could not be analyzed for considering these posts subject of
further research. Thus, for further research it is suggested to explore this
social media in particular. Second, using interpretive content analysis, this
study examined tweets from consumers including the hashtag #SlowFood but it was
not possible to know if these consumers belong to the SFM, or if they eat every
food they were tweeting about; if they use the hashtag #SlowFood to get
attention, or if they practice in reality the SF lifestyle. This study was a
first effort to study healthy food content shared on social media. The use of
hashtag #SlowFood was very helpful, but a great quantity of what is called
marketing communication (
<xref ref-type="bibr" rid="B4">Arens, 2004</xref>
) was found. Thus, for further research, in-depth interviews, focus group, or
netnography could be used to study food well-being practices, and the use of
social media.
...
</p>
...
</sec>
...
</body>
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