Understanding the Impact of Marketing Outcomes from the Hashtags of the Wellness Industry: Twitter Perspective

Abstract

The study aims to find the surge in the interest in wellness that can be measured by the strength of the sentiment and find the hashtags that are playing a major trend in Twitter with the advent of the pandemic. To provide an original contribution to this research, around hundred core hashtags related to the wellness industry are collected by taking advantage of the Twitter API, an application that helps to mine the data of billions of users and tweets, through ―Streaming API‖. Findings highlight that few hashtags highlight positive sentiment as well as stronger negative sentiment due to various factors. The study has applications that would be useful to marketers as this research opens a new direction regarding the hashtag of the Wellness industry.