The Message or the Channel: An Experimental Design of Consumers' Perceptions of a Local Food Message and the Media Channels Used to Deliver the Information

Holt, Jessica; Rumble, Joy N.; Telg, Ricky; Lamm, Alexa J.

doi:10.4148/1051-0834.1053

Cited by 4 publications

(5 citation statements)

References 21 publications

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“…The original food quality guidance model was amplified in three ways: 1. it was extended with elements of media richness theory (Holt et al 2015 ; Ledford 2012 ); 2. consumers’ product observation was subdivided into search and experience qualities following Nelson ( 1970 ); and 3. psychosocial consumer characteristics were integrated. Overall, the original part of the food quality guidance model within our overall conceptual framework has satisfactory explanatory power.…”

Section: Discussionmentioning

confidence: 99%

“…From these, a degree of media richness results that ranges from face-to-face marketing as the richest media channel, incorporating all four characteristics, to text messages and mass mailings as the marketing sources (Brunelle 2009 ; Ledford 2012 ). In detail, lean media sources include mostly traditional media sources, such as print and television ads, radio stations, brochures, and advertisements as well as mass mailings, while rich media sources center on social media platforms, such as networking sites, video platforms, and blogs, but include paid television ads as well (Holt et al 2015 ; Ledford 2012 ; Lipowski and Bondos 2018 ). 3 Ultimately, based on the information that they seek, consumers will choose different media channels which provide different abundances of information, when searching for particular product information pre- or post-purchase (Lipowski and Bondos 2018 ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…3 Ultimately, based on the information that they seek, consumers will choose different media channels which provide different abundances of information, when searching for particular product information pre- or post-purchase (Lipowski and Bondos 2018 ). Thus, from a strategic marketing point of view, media channels must be chosen based on the product attributes to be advertised as well as on the target group to be addressed (Holt et al 2015 ). In the case of NHLFPs, media richness theory is highly suitable as consumer segments are likely to utilize a large set of different media channels to obtain and share food-related information (Wiedenroth and Otter 2021b ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Research has stressed the differences in the impacts of lean and rich media channels on (food) product quality perceptions (Holt et al 2015 ; Ledford 2012 ). The strong influence of lean media channels on consumers’ food choices has been well established within the literature.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

See 3 more Smart Citations

Can new healthy luxury food products accelerate short food supply chain formation via social media marketing in high-income countries?

Wiedenroth

Otter

2022

Agric Econ

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Social media marketing is a promising tool for successful product placement of new healthy luxury food products, a subcategory of superfoods. Despite its growing popularity, no studies have investigated how social media marketing affects consumers’ quality perception process for such superfoods and whether this provides opportunities for farmers to gain a competitive advantage in direct marketing channels. Therefore, we integrate media richness theory into the food quality guidance model, compile a data set of 697 German fruit consumers from May to June 2020, and analyze this sample via partial least square analysis. Results show that social media marketing is a viable tool for new healthy luxury food products if media content is highly experience providing. Furthermore, it offers opportunities for the formation of shorter food supply chains as farmers could, through the provision of engaging social media marketing content, sell new healthy luxury food products directly to the final consumer. This research provides implications to farmers, retailers and policy makers to exploit the social media marketing potential of new healthy luxury food products.

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Section: Discussionmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Conceptual Frameworkmentioning

confidence: 99%

See 2 more Smart Citations

Can new healthy luxury food products accelerate short food supply chain formation via social media marketing in high-income countries?

Wiedenroth

Otter

2022

Agric Econ

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“…Literature exploring the ways different marketing media open up opportunities for smaller food producers remains in its infancy (Holt, Rumble, Telg, and Lamm, 2015). One idea put forward by Anderson (2007) is the 'long tail' theory which seeks to explain the shift away from a small number of mainstream producers and products toward a huge number of niches 'in the tail', but producer activity is yet to maximise the new market environment afforded by new media.…”

Section: Social Media In Tourism: From the 'What' And 'How' To The 'mentioning

confidence: 99%

Leveraging physical and digital liminoidal spaces: the case of the #EATCambridge festival

Duignan

Everett

Walsh

et al. 2017

Tourism Geographies

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This paper conceptualises the way physical and digital spaces associated with festivals are being harnessed to create new spaces of consumption. It focuses on the ways local food businesses leverage opportunities in the tourist-historic city of Cambridge. Data from a survey of 28 food producers (in 2014) followed by 35 in-depth interviews at the EAT Cambridge food festival (in 2015) are used to explain how local producers overcome the challenges of physical peripherality and why they use social media to help support them challenges restrictive political and economic structures. We present a new conceptual framework which suggests the development of place through food festivals in heritage cities can be understood by pulling together the concepts of 'event leveraging', 'liminoid spaces' (physical and digital) and modes of 'creative resistance' which helps the survival of small producers against inner city gentrification and economically-enforced peripherality.

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Cultural Tourism Behaviors: Enhancing the Influence of Tourists’ Perceptions on Local Thai Food and Culture

Prapasawasdi¹,

Wuttisittikulkij²,

Borompichaichartkul³

et al. 2018

TOPSYJ

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Background: Tourist behavior plays a principle role in preserving the cultural heritage and supporting the economy of the local community. Local food is a significant factor for tourists and an important cultural aspect distinguishing one country from one another. To understand tourists' food decision making, this study investigates tourists’ perceptions of local food. Methods: A mixed-method methodology used a concurrent transformative strategy. Qualitative research comprised in-depth interviews conducted with 15 local food specialists and 10 tourists; quantitative comprised survey structured questionnaires with a sample of 400 tourists travelling in Chiangmai, Thailand. Findings: The result revealed that tourists’ perceptions comprising attitude, subject norm, perceived value and expectation factors positively affected the perception toward local food information. Regression analysis suggested that the four variables contributed 53.4% to the variation of local food. By employing the standardized coefficients as mentioned, the linear regression model was Y = 0.424A-0.201S+0.428E+0.234P. Conclusion: Four factors affected tourists’ perceptions towards local food as follows: (1) expectation towards local food information via media, (2) attitude of tourists towards local food, (3) perceived value of local food with the benefit, belief and nutrition of local food, and (4) subject norm towards local food; local food experts influence to tourists. All the factors lead tourists to perceive in local food and culture.

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The Message or the Channel: An Experimental Design of Consumers' Perceptions of a Local Food Message and the Media Channels Used to Deliver the Information

Cited by 4 publications

References 21 publications

Can new healthy luxury food products accelerate short food supply chain formation via social media marketing in high-income countries?

Can new healthy luxury food products accelerate short food supply chain formation via social media marketing in high-income countries?

Leveraging physical and digital liminoidal spaces: the case of the #EATCambridge festival

Cultural Tourism Behaviors: Enhancing the Influence of Tourists’ Perceptions on Local Thai Food and Culture

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