Qualitative content analysis explores linguistic evaluation in social media food posts, indicating community influence.
Key Points
This research aims to understand the linguistic characteristics of audience responses in food-related social media posts and their impact on community and market behavior.
Conducted a qualitative content analysis using Appraisal Theory framework.
Analyzed 2,170 comments from 256 culinary posts across five food-promoting accounts.
Examined sentiment and specific resources of attitude within the comments.
Found that 60.9% of comments were positive, 7.7% negative, and 26.3% neutral.
Positive comments often endorsed taste and price, acting as unpaid marketing.
Negative comments highlighted discrepancies between marketing messages and actual experiences.