Word-of-mouth insights and digital marketing in the Hakka food community: Taoyuan and Hsinchu as scopes

Project Details

Description

With the rise of the online food community platform, the communication channel of Hakka food culture, from the original word-of-mouth communication, has progressed to the transmission of pictures and texts in the online food community. Therefore, it is essential to understand the experience of consumers in the Hakka food community, which will help us describe the overall appearance of Hakka food culture. In addition, consumers in the online food community are generally younger, and we can further explore the relationship between Hakka food communities of different age groups. The opinions of non-Hakka groups on food culture will help us gain insight into word-of-mouth communication in the online food community. In addition to capturing the new appearance of Hakka food culture in the online food community.Because the significance of Hakka food word of mouth is not only given by restaurants simply through cooking, nor is it passively accepted by consumers, but through word-of-mouth communication of consumers in online food communities, messages in online food communities, and meaning during the discussion. To this end, this project takes Taoyuan and Hsinchu as the scope, trying to gather and explore Hakka restaurants and dishes within this scope and analyze the comments and discussions formed in the online food community. This project investigates consumers' image of Hakka food word-of-mouth in the online food community. It uses semantic analysis technology and text mining to understand the comments and recommendations of the Internet food community. Conduct big data analysis and word-of-mouth insights.
StatusFinished
Effective start/end date1/08/2231/07/23

UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This project contributes towards the following SDG(s):

  • SDG 4 - Quality Education
  • SDG 9 - Industry, Innovation, and Infrastructure

Keywords

  • Hakka food community
  • semantic analysis technology
  • word-of-mouth insight
  • food education

Fingerprint

Explore the research topics touched on by this project. These labels are generated based on the underlying awards/grants. Together they form a unique fingerprint.