Social media as a useful tool in food risk and benefit communication? A strategic orientation approach

Rutsaert, Pieter; Pieniak, Zuzanna; Regan, Áine; McConnon, Áine; Kuttschreuter, M.; Lores, Mònica; Lozano, Natàlia; Guzzon, Antonella; Santare, Dace; Verbeke, Wim

doi:10.1016/j.foodpol.2014.02.003

Cited by 108 publications

(93 citation statements)

References 40 publications

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“…There is tremendous potential to better understand target audiences by simply 'listening' to online conversations. Published examples include attitudes to obesity among chat board users and studies of major food safety outbreaks (28)(29)(30) . Dr Brun et al showed stigmatisation in relation to obesity was pervasive and provided valuable insight on the social and psychological consequences of stigma (28) .…”

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confidence: 99%

Digital and social media opportunities for dietary behaviour change

McGloin¹,

Eslami²

2014

Proc. Nutr. Soc.

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The way that people communicate, consume media and seek and receive information is changing. Forty per cent of the world's population now has an internet connection, the average global social media penetration is 39 % and 1·5 billion people have internet access via mobile phone. This large-scale move in population use of digital, social and mobile media presents an unprecedented opportunity to connect with individuals on issues concerning health. The present paper aims to investigate these opportunities in relation to dietary behaviour change. Several aspects of the digital environment could support behaviour change efforts, including reach, engagement, research, segmentation, accessibility and potential to build credibility, trust, collaboration and advocacy. There are opportunities to influence behaviour online using similar techniques to traditional health promotion programmes; to positively affect health-related knowledge, skills and self-efficacy. The abundance of data on citizens' digital behaviours, whether through search behaviour, global positioning system tracking, or via demographics and interests captured through social media profiles, offer exciting opportunities for effectively targeting relevant health messages. The digital environment presents great possibilities but also great challenges. Digital communication is uncontrolled, multi-way and co-created and concerns remain in relation to inequalities, privacy, misinformation and lack of evaluation. Although web-based, social-media-based and mobile-based studies tend to show positive results for dietary behaviour change, methodologies have yet to be developed that go beyond basic evaluation criteria and move towards true measures of behaviour change. Novel approaches are necessary both in the digital promotion of behaviour change and in its measurement.Social media: Digital communications: Behaviour change: Health communications:Mobile healthThe way that people communicate with each other, consume media and seek and receive information has changed dramatically. Newspaper readership is falling, radio listenership fragmenting (2) and people time shift their television viewing, skipping advertising (3) . Forty per cent of the world's population now has an internet connection compared with <1 % in 1995. This number is set to reach 43 % (3 billion) by the end of 2014 (4) . Average global social media penetration is 39 %, ranging from 82 % in Canada to 12 % in India (5) . One and a halfbillion people have relatively fast access to the internet from their mobile phone (5) . This large-scale move in population use of digital, social and mobile media presents an unprecedented opportunity to connect with individuals on issues concerning health and behaviour change and to weave health information into the daily lives of citizens. The present paper aims to investigate this in relation to dietary behaviour change, drawing on examples from both nutrition and food safety. It includes an exploration of the scientific and grey literature and relevant websites, comb...

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confidence: 99%

Digital and social media opportunities for dietary behaviour change

McGloin¹,

Eslami²

2014

Proc. Nutr. Soc.

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“…However, based on the qualitative SWOT method, variations have been developed that make the step to a quantitative strategic approach [21]. One such variation is the Strategic Orientation Round (SOR) method [18,22]. The SOR analysis relies on the outcome of the SWOT analysis.…”

Section: Quantitative Research Stagementioning

confidence: 99%

Restructuring the Vietnamese Rice Sector: Towards Increasing Sustainability

Demont

Rutsaert

2017

Sustainability

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Although Vietnam is one of the biggest rice exporters today, there is an urgent need to restructure the sector. To guide the transition from being a quantity-focused producer to a credible supplier of quality rice, this study explores the sector's opportunities for sustainable value chain upgrading. Data was collected through focus group discussions with farmers, stacked surveys with rice value chain stakeholders, and a participatory workshop bringing several value chain actors together. Stakeholders perceive the sector's capability to grasp opportunities (including growing export and domestic markets) to be higher than its resilience to potential threats (including more stringent food safety regulations and climate change). Three strategies are discussed for making rice value chains more sustainable; embodying sustainability in the product through certified sustainable production labels; internalizing sustainable production standards through vertical coordination (e.g., contract farming); and disembodying sustainability through book and claim certificate trading.

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“…Traditional media such as TV and newspaper are found to be obsolete towards these young consumers (Pinzaru, Savulescu & Mitan, 2013;Rutsaert, Pieniak, Regan et al, 2014) and even worse; many young consumers find ads to be unattractive and a kind of distraction. Zipping and zapping are common and the habits of switching channel or skipping commercials lead to failure in marketing communication.…”

Section: Social Media and Generation Ymentioning

confidence: 99%

Mediation Role of Attitude towards Product Placement in Social Media

Adis

Ing²,

Osman³

et al. 2015

JSD

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The present paper empirically examines consumer attitude and behavioral intention structures in social media context, particularly focusing on Gen Ys who are the world's largest population group. Three antecedent factors (i.e. perceived relevance, perceived value and perceived credibility) were closely examined for their influences on attitude towards product placement (App) and purchase intention. App was proposed to serve as a mediator between these antecedent factors and purchase intention. The mediation results indicated that perceived relevancy and perceived credibility affect purchase intention in two ways: directly and indirectly through App. Meanwhile, perceived value only has a significant direct effect on purchase intention. Consumers considered perceived relevance and perceived credibility as antecedents to App, but not perceived value. The findings provide useful insight to both marketers and academicians in planning for their promotion strategy.

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Social media as a useful tool in food risk and benefit communication? A strategic orientation approach

Cited by 108 publications

References 40 publications

Digital and social media opportunities for dietary behaviour change

Digital and social media opportunities for dietary behaviour change

Restructuring the Vietnamese Rice Sector: Towards Increasing Sustainability

Mediation Role of Attitude towards Product Placement in Social Media

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