The hashtags and relevant content in Twitter, related to the agroindustrial product mezcal were analysed, and the so-called ‘influencers’ were also identified. For doing this, 57.362 tweets were extracted and stored; three networks were built: users-hashtags, retweets, and mentions, which were studied by using social network analysis (SNA). The application of the SNA allowed revealing certain kind of hidden patterns within the social media complex relationships, which can be useful for designing strategies aimed at positioning actors and spread information. The results allow stating that in order to get inserted in the social network, the following should be considered: the use of combined hashtags, the message content kind, including pictures attached, and mentioning the most influential accounts who are embedded in already formed communities.
|Number of pages||7|
|Publication status||Published - 1 Feb 2019|