Implementation of the concept of sustainable development in food retail: Latent semantic analysis of SMM communication 2015-2021

N. Kolesnik
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N. Kolesnik: HSE University, Graduate School of Business, Laboratory of Network Organizational Forms, Moscow, Russia

Journal of the New Economic Association, 2023, vol. 60, issue 3, 79-102

Abstract: Retailers have a significant impact on manufacturers and consumers in food supply chain, and play an important role in achieving sustainable development goals. The purpose of this study is to analyze the implementation of the concept of sustainable development in the field of food retail in the Russian market. Natural language processing methods are applied for analyzing the six largest Russian (holding about 30% of the market) retailer' social media marketing (SMM). The dataset consists of 17146 SMM posts for 7 (seven) years from 1 January 2015 till 31 December 2021 with 29079 unique words. Latent semantic analysis (LSA) based on Latent Dirichlet allocation (LDA) method was applied for topic mining for clustering the main issues and extraction of sustainability-related topics within SMM communication. The analysis included maps retailers' communications, identifying key topics and links within them. Topics on the sustainable development were studied in depth, the structure and dynamics of messages were analyzed by years. The research shows annual growing number of sustainability related topics and increase of engagement rates from consumers.

Keywords: L2; L8 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:nea:journl:y:2023:i:60:p:79-102

DOI: 10.31737/22212264_2023_3_79-102

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