Exploring online information sharing patterns among beekeepers: a thematic analysis of user-generated content

Abstract

Purpose

This paper aims to report findings from a qualitative study about the information sharing patterns of beekeepers on online platforms.

Design/methodology/approach

The required data were collected from the publicly available user-generated content on popular beekeeping YouTube videos. Videos with high traffic were defined by the number of views, subscribers and comments. The sample includes 2,000 post-video comments, with the highest contribution in the discussions. The data were categorised through a deductive thematic analysis into ten categories, including information, advice, impression, opinion, responses, expression of personal feelings, general conversations, site processes, video content description and non-response comments.

Findings

The findings show that beekeepers are keen to share their experiences through public online platforms like YouTube and interact with fellow beekeepers and beekeeping enthusiasts. They share a range of beekeeping tips and techniques, varying from hive management and honey production to seasonal hive care and bee feeding. Sharing these practical hints helps them enhance their skills and learn from each other through tutorial videos or community engagement. Their willingness to share information generates a sense of support through online discussions and the formation of communities of practice.

Practical implications

The findings have practical implications for the stakeholders, including amateur beekeepers, beekeeping content creators and information professionals. Understanding the diverse engagement patterns can help YouTubers improve the quality of their videos and engage their audience. Also, information professionals can play various roles, such as curating special collections or local guides for beekeepers, facilitating workshops and promoting citizen science initiatives to help hobbyist beekeepers contribute relevant data to scientific research.

Originality/value

There is little research about the information behaviour patterns among beekeepers, and this paper contributes to this area by providing some empirical findings and attempts to fill the gap to some extent.

Citation

Mansourian, Y. (2024), "Exploring online information sharing patterns among beekeepers: a thematic analysis of user-generated content", Global Knowledge, Memory and Communication, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/GKMC-05-2024-0289