This study highlights the channel performance of Kadiwa online as one of the significant talk points mentioned during the second State of the Nation’s Address of President Ferdinand Marcos Jr. Capstone-Intel conducted the channel performance assessment from June 27 to July 27, 2023, in order to determine the public perception, emotions, and opinions towards this government initiative.

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About Kadiwa

The Kadiwa initiative is a farm-to-consumer market chain that sells produce directly to customers. Local farmers and growers are given the opportunity to increase their income by selling their produce to end users in their own communities.

The plan was first put forward under the presidency of Marcos’ late father, the former president Ferdinand Marcos Sr., with the intention of establishing a market for the goods produced by local farmers and fishermen, as well as for the goods sold by small businesses that specialized in the sale of essential goods.

Marcos had previously stated that the resurgence of his father’s Kadiwa program was a part of his initiatives as the head of the Department of Agriculture to help regular people live amid the growing prices of goods.

During his second SONA, the chief executive said that the national government had observed a “decline” in commodity prices in the past months.

“Sa mga nakalipas na buwan, nakita natin ang pagbaba ng presyo ng bilihin sa iba’t ibang mga sektor,” Marcos said.

(In the past months, we have seen a decline in commodity prices in various sectors.)

“Napatunayan natin na kayang mapababa ang presyo ng bigas, karne, isda, gulay, at asukal. Malaking tulong ang Kadiwa stores na ating muling binuhay at inilunsad,” he added.

(We have proven that we can lower the price of rice, meat, fish, vegetables, and sugar. The Kadiwa stores that we revived and relaunched have been beneficial.)

Methodology

In order to scrutinize the sentiment of the Filipino people about the Kadiwa initiative, Capstone-Intel utilized all publicly available data, including social media posts, news articles, and public surveys, to capture the sentiments shared by the Filipino community. According to the data gathered, Facebook holds the platform with the highest mentions accounting for 29.2 percent, which means Facebook is the primary discussion channel of Filipinos about the Kadiwa program, followed by Twitter with 25.3 percent. Surprisingly, news agencies that primarily report about the initiative placed third at 24.2 percent.

The data also revealed that the distribution illustrates the program’s comprehensive online visibility and suggests that public opinion, experiences, and feedback regarding Kadiwa are communicated primarily through social media, highlighting the importance that it has in forming public perception and involvement with the government project.

Public sentiments on Kadiwa program

According to Capstone-Intel’s assessment, there is an almost even distribution of positive and negative attitudes stated in relation to the Kadiwa program, with 49.10 percent of the total posts conveying a positive sentiment and 50.90 percent expressing a negative sentiment. The analysis revealed that there were 164 total posts discussing the Kadiwa program, 80 of which were good and 84 of which were negative.

This evenly distributed information depicts that Filipinos have a variety of reactions and perspectives on the program. The perceptions of residents regarding the usefulness and significance of the Kadiwa program can be gleaned from a closer look at the data gathered as to how the community feels toward that project.

Reaction analysis

Furthermore, in order to legitimize the success of the Kadiwa program, Capstone-Intel sought the users’ reactions to the subject matter online through a reaction analysis. Data revealed that the Kadiwa program had an engagement score of 147192.7 from July 5 to August 4, 2023 out of the 2,000 posts discussing the Kadiwa program.

The research agency also highlighted that the total reactions also contributed to the presence of the Kadiwa Program. Of the total 375,405 reactions on Facebook, there were a total of 162,409 laugh reactions, which indicates that over 43.2 percent of Facebook users’ ridiculed the topic while 115,068 users (30.7 percent) expressed a neutral take on the program.

Meanwhile, roughly 92,830 Facebook users or 24.7 percent of reactions show their support to the Kadiwa Program.

Topic Interactions and sentiment to the Kadiwa program

Marcos assistance distribution

Another data revealed that the “Marcos assistance distribution” has a “moderate” share of voice percentage of 11.7 percent, which means when users talk about the assistance distribution of the Marcos administration, they talk about Kadiwa. This topic’s proportion of interactions is substantially higher than its share of voice at 35.6 percent, which signifies that it attracts more engagement and interactions than its share of voice would indicate. The examination of sentiments reveals that none of the interactions on this subject have a positive or negative slant, which implies that the debates are well-rounded and do not lean mainly in one direction.

Affordable produce stores

Since Kadiwa stores are meant to be cheaper than the other markets, the topic “affordable produce stores,” in which Kadiwa is frequently mentioned, has a share of voice of 11.3 percent, which is comparable to the proportion of speech for the prior topics; however, the percentage of interactions is at 1.6 percent. It gives the impression that not as much involvement is generated while the matter is being addressed. Based on the findings of the sentiment analysis, it can be deduced that all of the interactions pertaining to this subject are positive (96.6 percent).

The data provide insightful information about different aspects of the Kadiwa program, including how the general public perceives the initiative as a way to support local farmers, their produce, and the toning down of increasing commodity prices, how Filipinos talk about it, and how they relate to it. Even though some topics garner more interest and involvement than others, the sentiment analysis indicates that most dialogues are neutral, with specific topics having more positive sentiments than others.

Kadiwa search

Despite the national government claiming “success” in relaunching Kadiwa stores, data shows that confusion about the program’s agenda remains evident.

It would appear from the Capstone-Intel search volume data that the search term “kadiwa” only received 2,080 searches and less than 5,000 organic visitors in total. This points to the possibility that the Kadiwa program may have been a topic of interest after the SONA; nonetheless, it did not generate a lot of attention online.

According to the keyword and click searches, Kadiwa’s main goal appears to be to give users information about nearby establishments and make it easy for them to find them. Capstone-Intel discovered that the keyword “Kadiwa store near me” recorded an 81.38 percent keyword search.

Information dissemination

Regarding disseminating the information about Kadiwa, Capstone-Intel revealed that Facebook holds the most extensive domain searches on the Kadiwa program at 35.48 percent, followed by the Department of Agriculture, the agency attached to the program, at 14 percent. This only means social media users use Facebook to get more information about Kadiwa than the agriculture department.

This story: Analysis of Kadiwa’s Online Channel Performance during SONA 2023 was originally published on Capstone-Intel Corp.