The mix of cinnamon, nutmeg, ginger, allspice, and cloves has produced a magical combination that changed the world. Like Einstein or Col. Sanders, a powerful formula was found in the right combination of elements- in this case pumpkin spice. It might be assumed that pumpkin spice has a history and tradition dating back well into previous centuries, but pumpkin spice is a relatively new construct. Nosowitz (2022) contends the pumpkin spice trend was largely created by Starbucks’ introduction of the famous pumpkin spice latte in 2003.
To explore how social media users have discussed topics related to pumpkin spice, researchers employed artificial intelligence (AI)-driven social media analytics tool, Brandwatch, to collect data in the forms of social conversations. Brandwatch is a leading analytics tool to derive social intelligence regarding consumer insights, influencer marketing, competitor analysis, reputation monitoring, and benchmark studies. Essentially, Brandwatch was utilized as a social listening tool to understand the sentiment, perceptions, trends, and reactions of social media users’ conversations pertaining to pumpkin spice on X.
MSU Digital Commons Citation
Choi, Jin-A; Luo, Yi; Benton, Bond; and Green, Keith, "#PumpkinSpice Report: On the 20th Anniversary of its Pumpkin Spice Latte, Starbucks Still Dominates the Social Media Conversation Around the Polarizing Fall Cultural Phenomenon" (2023). School of Communication and Media Scholarship and Creative Works. 37.