Insights into Reshoring from Big Data Visualization of Social Media Posts
Megan Moore
North Carolina State University
Lori Rothenberg
1Department of Textile Technology Management, College of Textiles
Data visualization is a powerful tool for conveying information in an easy to understand format. One potential application is in the topic of reshoring, which is the act of reintroducing domestic manufacturing. Reshoring, American manufacturing, and Made in the USA are hot topics in academia, industry, and popular press. These topics are relevant in 2018, as location manufacturing decisions affect the supply chain, total costs of production, and consumer perceptions. Big data are being produced on social media and can be analyzed using data visualization to lead a more thoughtful discussion about the reshoring phenomenon. The purpose of this study was to apply data visualization techniques to social media posts and responses on reshoring discussions. The context data are visualized using time, source type, and geographic analyses, and the content data are visualized by activity in social media, theme, sentiment, and author engagement analyses. Among key findings were discussions about U.S. reshoring activities are taking place in 140 countries and the term 'reshoring' is rarely used in social media posts. This study offers an example of the application of big data visualization.