Sorting the Healthy Diet Signal from the Social Media Expert Noise: Preliminary Evidence from the Healthy Diet Discourse on Twitter
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Sorting the Healthy Diet Signal from the Social Media Expert Noise: Preliminary Evidence from the Healthy Diet Discourse on Twitter Theo Lynn∗, Pierangelo Rosati∗, Guto Leoni Santosy, Patricia Takako Endoz ∗Irish Institute of Digital Business, Dublin City University, Ireland yUniversidade Federal de Pernambuco, Brazil zUniversidade de Pernambuco, Brazil ftheo.lynn, [email protected], [email protected], [email protected] Abstract—Over 2.8 million people die each year from being obese, a largely preventable disease [2]. In addition to loss overweight or obese, a largely preventable disease. Raised body of life, obesity places a substantial burden on society and weight indexes are associated with higher risk of cardiovascular health systems, and contributes to lost economic productivity diseases, diabetes, musculoskeletal disorders, and some cancers. Social media has fundamentally changed the way we commu- and reduced quality of life [3]. Public health education and nicate, collaborate, consume, and create content. The ease with promotion of healthy diets combined with physical activity is which content can be shared has resulted in a rapid increase in a critical public health strategy in in the mitigation of adverse the number of individuals or organisations that seek to influence affects associated with being overweight or obese. opinion and the volume of content that they generate. The Throughout the world, the Internet is a major source of nutrition and diet domain is not immune to this phenomenon. Unfortunately, from a public health perspective, many of these public health information [4]–[6]. Social media has funda- “influencers” may be poorly qualified to provide nutritional or mentally changed the way we communicate, collaborate, con- dietary guidance and advice given may be without accepted sume, and create content [7]. Unsurprisingly, therefore it has scientific evidence and contrary to public health policy. In this emerged as a major source of health information [4], [6], [8]. preliminary study, we analyse the ’healthy diet’ discourse on The public both consume and share content, not only from Twitter. Using a multi-component analytical approach, we analyse more than 1.2 million English language tweets over a 16 month the traditional more authoritative public health information period to identify and characterise the influential actors and sources, but also from their own experience, personal and discover topics of interest in the discourse. Our analysis suggests commercial sources. In addition, the ease with which content that the discourse is dominated by non-health professionals. can be shared has resulted in a rapid increase in the number There is widespread use of bots that pollute the discourse and of individuals or organisations that seek to influence opinion, seek to create a false equivalence on the efficacy of a particular nutritional strategy or diet. Topic modelling suggests significant and the volume of content that they generate. These include focus on diet, nutrition, exercise, weight, disease and quality of influentials, or as more often called in the popular media life. Public health policy makers and professional nutritionists ’Influencers’. Traditionally, these were defined as a minority need to consider what interventions can be taken to counteract of individuals who influence an exceptional number of their the influence of non-professional and bad actors on social media. peers [9]. In contrast to the last century, where access to Index Terms—Healthy diet, Obesity, Nutrition, Diet, Twitter mass media was limited, social networking provides such influencers with a platform not only to influence peers but strangers, supercharging reach to unprecedented levels. In the I. INTRODUCTION absence of a personal relationship, social media users rely on Increased consumption of energy-dense, nutrient-poor foods information provided in profiles, social signals (e.g. verified that are high in fat, sugar and salt, and reduced levels of status, followers, likes etc), and the congruence of the content, physical activity are common factors attributed to increased to establish whether to trust other social media users or content risk of noncommunicable disease [1]. Increased body mass in- [10]. Critically, such accounts may share health information dexes can result in cardiovascular diseases, diabetes, musculo- for intrinsic purposes, for example for self-enhancement, or skeletal disorders, and some cancers [2]. Worldwide obesity may be extrinsically motivated i.e. for some reward or other has nearly tripled since 1975; over 2.3 billion people world- incentive [11]. Such motivations may be hidden from the wide were overweight or obese in 2016 [2]. More worryingly, consumer. nearly 400 million were children aged up to 19 years [2]. Over Health information on social media is not subject to the 2.8 million people die each year from being overweight or same degree of filtering and quality control by professional gatekeepers common in either public health or commercial This paper was partly funded by Safefood, the all-island implementation body set up under the British-Irish Agreement to promote awareness and sources [12]. In addition, it is prone to being out of date, in- knowledge of food safety and nutrition issues on the island of Ireland. complete, and inaccurate [12]. The nutrition and diet domain is not immune to this phenomenon. In many cases, content may social media enables ordinary users to easily and quickly be shared and promoted without accepted scientific evidence discover others with similar interests worldwide (e.g. through or is contrary to public policy, and in extreme cases may be hashtags and search) and furnishes highly visible social signals deceptive, unethical and misleading [13]–[15]. of representing popularity (e.g. follower counts) and endorse- The objective of this paper is to improve our understanding ment (e.g. likes, comments and shares) [25]. In the absence of Twitter in the healthy diet context, and to a limited extent, of any pre-existing awareness or relationship, personal or social media in general. In particular, we seek to (i) identify otherwise, with another user, social media users make self- the most influential users in the healthy diet discourse on judgements on whether to trust and be influenced by other Twitter and explore the characteristics of these users, and (ii) social media users based on these signals. User profile de- identify most prevalent topics and sub-topics in the healthy scriptions, content, and other more structured and quantitative diet discourse on Twitter. We report the preliminary results of data provide receivers with indications of the values, knowl- a retrospective exploratory data analysis of 1,212,318 million edge, and network of other users [26]. Similarly, prospective English language tweets featuring the phrase ’healthy diet’ or influencers can craft a personal brand for their account based the hashtag #healthydiet published over a 16-month period on these signals [27]. Over time, such personal brands can from January 2018 to April 2019. We use a novel multi- become a form of micro-celebrity or micro-influencer through component method including descriptive, content and network sustained social media interaction and engagement [28]. analytics to identify and categorise users and content. In the early years of social media, the rise of these micro- The remainder of this paper is organised as follows. Next, influencers was driven by activity i.e. by increasing the volume we provide a brief overview on the nature of influencers, and frequency of content and engagement, the number of hash- their emergence on social media, concerns regarding social tags in posts, widening distribution of content (e.g. blogs and media health information, and nutrition and dietary advice other social networking sites), and following as many other specifically. Furthermore, we discuss extant nutrition and diet target users as possible, and encouraging those users to follow research using large Twitter datasets. The research questions back. Research consistently suggests that electronic word of are then presented. Section III describes the data, and the mouth (eWOM) can amplify reach and sales [29]. Unsurpris- methods adopted for collecting and analysing the data. Our ingly, as micro-influencer audiences grew, brands, particularly findings are presented and discussed in Section IV. Finally, we those without significant brand recognition, became interested conclude with a discussion on the limitations of the research in reaching these audiences and as a result began offering and avenues for future research in Section VI. micro-influencers incentives and rewards for endorsements. As these incentives became more lucrative, a professionalisation II. BACKGROUND of micro-celebrity ensued. Today, influencers use a wide array A. The Rise of Social Media Influencers of professional and advanced techniques to present themselves and their content, engage with their audiences, extend their There is a long and well-established literature on word of audience, and measure their impact. Being an influencer is mouth (WOM) marketing, going back to the mid-nineteenth now a full-time job for many and an aspiration for a many century. It encompasses opinion leaders [16], early adopters more. By 2017, over 75% of US advertisers employed some (including influentials and imitators) [17], [18], market mavens form of influencer marketing [30]; it is a billion dollar concern [19], and hubs [20]. These categories all