Table 2.
Summary data for food and beverage brands in sample (N=52).
| Brands | Tweets (N=874), n | Total followers (N=37,063,870), n | Total likes (N=270,697), n | Total comments (N=27,633), n | Total retweets (N=55,683), n | Total videos (N=167), n | Total video views (N=94,390,779), n | Category |
| 3 Musketeers | 17 | 3646 | 187 | 14 | 33 | 0 | N/Aa | Snacks |
| Altoids | 3 | 1072 | 71 | 5 | 4 | 0 | N/A | Snacks |
| Ben’s Original | 3 | 7126 | 11 | 6 | 4 | 0 | N/A | Other |
| Breyer’s | 3 | 123,800 | 47 | 3 | 18 | 0 | N/A | Snacks |
| Brisk Tea | 2 | 34,700 | 18 | 3 | 4 | 1 | 270 | Beverages |
| Cheerios | 1 | 88,100 | 4 | 0 | 1 | 0 | N/A | Cereal |
| Chick-fil-A | 41 | 1,100,000 | 17,093 | 1316 | 2,818 | 7 | 111,200 | Fast food |
| Chobani | 15 | 103,300 | 633 | 29 | 160 | 1 | 16,900,000 | Snacks |
| Cinnabon | 30 | 169,600 | 2018 | 270 | 569 | 4 | 10,300 | Fast food |
| Coca-Cola | 9 | 3,300,000 | 3466 | 435 | 666 | 1 | 11,900 | Beverages |
| Coffee Mate | 1 | 59,400 | 67 | 8 | 8 | 0 | N/A | Other |
| Combos | 4 | 5712 | 84 | 12 | 22 | 0 | N/A | Snacks |
| Domino’s | 27 | 1,300,000 | 5448 | 1838 | 948 | 2 | 15,900 | Fast food |
| Dunkin Donuts | 39 | 1,200,000 | 10,851 | 802 | 1785 | 10 | 78,600 | Fast food |
| Five Gum | 2 | 22,200 | 13 | 7 | 2 | 1 | 261 | Snacks |
| Gatorade | 3 | 330,400 | 69 | 13 | 15 | 0 | N/A | Beverages |
| Hellmann’s | 5 | 36,400 | 51 | 4 | 18 | 2 | 695 | Other |
| Kashi Foods | 10 | 11,800 | 19 | 3 | 4 | 0 | N/A | Snacks |
| Kellogg | 63 | 77,300 | 1202 | 65 | 466 | 12 | 8256 | Snacks |
| KFC | 25 | 1,400,000 | 5306 | 1105 | 1165 | 9 | 106,800 | Fast food |
| KitKat | 11 | 409,300 | 995 | 43 | 207 | 5 | 10,700 | Snacks |
| Kool-Aid | 6 | 74,200 | 26,112 | 1122 | 4070 | 1 | 961,700 | Beverages |
| Krispy Kreme | 22 | 346,000 | 14,492 | 477 | 3070 | 1 | 5500 | Fast food |
| Lay’s | 6 | 457,500 | 606 | 254 | 173 | 2 | 2461 | Snacks |
| Lipton Tea | 4 | 55,000 | 135 | 5 | 33 | 0 | N/A | Beverages |
| Little Caesars | 46 | 316,200 | 9917 | 915 | 2679 | 22 | 5,830,600 | Fast food |
| Lunchables | 4 | 9982 | 70 | 21 | 19 | 0 | N/A | Snacks |
| M&Ms | 9 | 118,400 | 811 | 50 | 135 | 2 | 2192 | Snacks |
| Magnum Ice Cream | 4 | 56,500 | 53 | 14 | 6 | 2 | 932 | Snacks |
| McDonald’s | 22 | 3,600,000 | 23,946 | 3430 | 3098 | 2 | 159,700 | Fast food |
| Miracle Whip | 4 | 17,100 | 37 | 16 | 6 | 0 | N/A | Other |
| Oscar Meyer | 35 | 38,100 | 2243 | 192 | 631 | 6 | 74,342 | Snacks |
| Panera Bread | 39 | 460,800 | 8249 | 632 | 1797 | 9 | 1,534,900 | Fast food |
| Pepsi | 9 | 3,000,000 | 15,607 | 2857 | 2567 | 2 | 68,091,000 | Beverages |
| Perrier USA | 6 | 14,300 | 28 | 1 | 9 | 1 | 149 | Beverages |
| Pizza Hut | 38 | 1,600,000 | 4022 | 1127 | 923 | 17 | 94,000 | Fast Food |
| Poland Spring | 7 | 7932 | 56 | 2 | 13 | 3 | 397 | Beverages |
| Popchips | 38 | 48,800 | 89 | 17 | 46 | 10 | 1529 | Snacks |
| Skittles | 7 | 407,000 | 6505 | 1340 | 1519 | 2 | 116,800 | Snacks |
| Snickers | 10 | 373,100 | 2207 | 245 | 643 | 3 | 6300 | Snacks |
| Sonic Drive-In | 32 | 382,000 | 2608 | 451 | 603 | 10 | 27,900 | Fast food |
| Starbucks | 34 | 11,100,000 | 66,380 | 4360 | 13,381 | 3 | 101,800 | Fast food |
| Subway | 19 | 2,300,000 | 2014 | 391 | 513 | 2 | 8700 | Fast food |
| Taco Bell | 47 | 1,900,000 | 32,682 | 3219 | 10,181 | 3 | 101,800 | Fast food |
| TGI Fridays | 26 | 214,200 | 464 | 57 | 135 | 6 | 5100 | Other |
| Topo Chico | 10 | 10,600 | 107 | 9 | 22 | 0 | N/A | Beverages |
| Tostitos | 7 | 40,000 | 128 | 16 | 19 | 0 | N/A | Snacks |
| Tropicana | 1 | 185,800 | 9 | 1 | 2 | 0 | N/A | Beverages |
| Twix | 12 | 34,900 | 655 | 122 | 80 | 1 | 898 | Snacks |
| Velveeta | 30 | 20,100 | 728 | 65 | 83 | 0 | N/A | Other |
| Vita Coco | 15 | 57,900 | 2060 | 243 | 304 | 1 | 7100 | Beverages |
| Zico Coconut Water | 11 | 33,600 | 24 | 1 | 6 | 1 | 97 | Beverages |
aN/A: not applicable.