Agenda setting Restaurant reviews
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The document examines whether traditional media still influences agenda setting on social media. It analyzes the number of social media posts about 13 restaurants before and after they were reviewed in the New York Times. A matched pairs t-test found no significant difference, likely due to the small sample size. However, the results suggest that newspaper reviews may still drive discussion on social media, showing that agenda setting theory applies to the modern media landscape.
Agenda setting Restaurant reviews
- 1. Agenda setting theory: is it still applicable in the age of social media?By. Anish Parikh
- 2. IntroductionOften consumers turn to interpersonal relationships which influence a persons attitudes and opinions (Friedkin, 1999). Social media websites provide greater interpersonal interconnectivityThese opinion leaders often derive their opinions from traditional mass media sources(Katz, 1957).
- 3. Purpose & Research QuestionThe purpose of this study is to examine the effects of traditional mass media on social media by looking at the diffusion of restaurant reviews. To address purpose of the article, the research question asked is: “Do restaurant reviews published in newspapers affect the number of posts in the social media space?”
- 4. MethodologyA total of 13 restaurants reviewed by the New York Times were investigatedRestaurants of various price points and cuisine, were examined to avoid biasNumber of posts ±7 days of review bing published were compared.A matched pair t-test was conducted to determine if there was a significant difference between the number of posts Pre and Post review publication
- 5. ResultsRed Line Indicates Publication of Review
- 6. Results (2)The analysis yielded a t-value of 1.6884 with a DF of 5. The two-tailed P value was 0.15, significantly over the alpha-level of .05Although t-test failed to reject the null. This likely due to small sample size.
- 7. ImplicationsA large number of social media posts regarding a restaurant appear after a review has been published in the newspaperThis study shows that McComb’s 1972 agenda setting work still holds true in today’s social media environment
- 8. Thank You!
Editor's Notes
- #4: This project proposes to measure how much influence social media has in the distribution of a review.