Online activists vs. Kraft foods: A case of social media hijacking

Veil, Shari R.; Reno, Jenna E.; Freihaut, Rebecca; Oldham, Jordan

doi:10.1016/j.pubrev.2014.11.017

Cited by 63 publications

(45 citation statements)

References 10 publications

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“…This affects producers' and manufacturers' production and marketing strategies and these companies' need to increasingly adopt a market‐oriented approach (Kayser et al, ; Lehmann, Reiche, & Schiefer, ; Rollin, Kennedy, & Wills, ; Rutsaert et al, ). Focusing on communication, given the global easy access to information, media influencers, and word of mouth campaigns increasingly contribute to force changes in these companies' production and marketing strategies (Veil, Reno, Freihaut, & Oldham, ). In particular, social media and user‐generated contents are able to influence companies' reputation according to the capability of providing appropriate, on time, and precise information directly to consumers (De Vries, Gensler, & Leeflang, ; Heinonen, ; Ott & Theunissen, ; Rutsaert et al, ).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…Focusing on communication, given the global easy access to information, media influencers, and word of mouth campaigns increasingly contribute to force changes in these companies' production and marketing strategies (Veil, Reno, Freihaut, & Oldham, 2014). In particular, social media and user-generated contents are able to influence companies' reputation according to the capability of providing appropriate, on time, and precise information directly to consumers (De Vries, Gensler, & Leeflang, 2012;Heinonen, 2011;Ott & Theunissen, 2015;Rutsaert et al, 2014).…”

Section: Marketing and Social Media Along The Agri-food Chainmentioning

confidence: 99%

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Twitter communication of agri‐food chain actors on palm oil environmental, socio‐economic, and health sustainability

Ruggeri

Samoggia

2017

J of Consumer Behaviour

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Palm oil is the world most used vegetable oil and its use as food ingredient is criticized for creating environmental, socio-economic, and health sustainability challenges. In Europe, the debate on palm oil sustainability has strongly intensified in the latest years involving several agri-food chain actors and stakeholders. The research explores Twitter content of key palm oil agri-food chain actors on palm oil multiple sustainability dimensions, focusing on the European context. First, the study applied a qualitative deductive approach to categorize palm oil sustainability dimensions. Second, among the 463 palm oil agri-food chain companies identified, 198 have an active Twitter account, including world palm oil producers, European bakery and chocolate manufacturers, and European food retailers. One hundred seven accounts tweet on palm oil. Third, a term frequency analysis and an in-depth textual analysis of tweets on palm oil sustainability issues were carried out. Results confirms that all agri-food chain actors communicate about palm oil sustainability, adopting a multi-dimension outlook. Palm oil producers actively useTwitter to promote palm oil sustainability, whereas European manufacturers and retailers limit their activity to react to consumers' questioning. Whereas palm oil producers tend to shape consumers' opinion over the benefits and the opportunities of palm oil use, food manufacturers and retailers adopt a purely informative approach on sustainability certification, avoiding the engagement over sensitive issues. Health is the most mentioned sustainability dimension. The study also confirms differences between agrifood chain actors' marketing communication. Finally, the study confirms that, in the case of sensitive issues, as for palm oil sustainability, Twitter is as able to drive companies' communication.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Section: Marketing and Social Media Along The Agri-food Chainmentioning

confidence: 99%

Twitter communication of agri‐food chain actors on palm oil environmental, socio‐economic, and health sustainability

Ruggeri

Samoggia

2017

J of Consumer Behaviour

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“…In the era of global, the social issue that already represented much in the media is about hoaxes. Some researches has studied about it from hoax as message of a campaign [15], to hoax in terms of conspiration [16].…”

Section: Mass Media and Online Media In The Global Eramentioning

confidence: 99%

Teenagers, Online Media, and Hyperpersonal Communication: Preparing Teenagers on Facing Global Labor Demands in the Online Hoax News Era

Yuliarti¹,

Anggreni²,

Utari³

2018

KSS

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ASEAN Economy Committee is a momentum for the change of the relations among ASEAN countries. Since its appearance in 2015, the country members of ASEAN have been trying to improve their quality. On the matter of labor, there is a big difference regarding to the skill that is needed for the labor in this era from the past. On the other sides, the global era also impacts on the development of information and communication technology. Online media has been established to complete the mainstream mass media. The content of the media, either as a mass media or online media, is just the same. However, there is a difference in the reception of the message itself, there is no difference in the function of the media. This article explores the need for improving the teenagers, as the future leader of a country and to be a prepared high-quality labor even in an advanced information era like today. The conceptual finding of this article can be used to do an application research based on the need.

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“…In the CSR, warriors do not expect redress (Donoghue and de Klerk, 2009) or official regret and apology from the firm; instead, they expect a more interpersonal, thoughtful response beyond simple 'window dressing' (Kesavan and Bernacchi, 2013;Einwiller and Steilen, 2015) -especially given that, as posited by Brenton (2013), consumers who protest on the web are those who can be more supportive of social causes. However, the use of exaggerated and untruthful accusations detracts from the legitimization of warrior users and alienates them from purposeful activism (Veil et al, 2015). Warrior eWOM remain as a rhetorical consumer strategy that intend to move other consumers to question the market and the consumerist ideology (Odou and De Pechpeyrou, 2010).…”

Section: Warrior Ewommentioning

confidence: 99%

When eWOM becomes cynical

Amezcua

Quintanilla

2016

Int J Consumer Studies

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Nowadays, it is common practice for corporations to communicate with consumers through social network sites (SNSs), such as YouTube, which allow consumers to share and comment on companies' sponsored videos communicating their marketing campaigns. The authors conducted a qualitative assessment of posts written on the official YouTube site of Coca Cola, where the brand asks consumers to join in a brigade against obesity. Results extend the current knowledge about consumers' negative electronic word of mouth (eWOM), identifying three forms of cynical consumer communication styles in response to corporate campaigns on SNSs: skeptical, passiveaggressive and warrior eWOM. Managerial implications, limitations and some avenues for future research are indicated.

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Online activists vs. Kraft foods: A case of social media hijacking

Cited by 63 publications

References 10 publications

Twitter communication of agri‐food chain actors on palm oil environmental, socio‐economic, and health sustainability

Twitter communication of agri‐food chain actors on palm oil environmental, socio‐economic, and health sustainability

Teenagers, Online Media, and Hyperpersonal Communication: Preparing Teenagers on Facing Global Labor Demands in the Online Hoax News Era

When eWOM becomes cynical

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