Conference paper
The Role of Social Media in Seafood Marketing
Conference Proceedings of the International Food Marketing Research Symposium 2017, pp.172-178
International Food Marketing Research Symposium, 2017 (Dubrovnik, Croatia, 14-Jun-2017 - 16-Jun-2017)
Institute of Food Products Marketing
2017
Abstract
Strategies aimed at increasing seafood consumption appear to have had limited impact on the consumption of recommended levels of seafood in western countries such as the USA, UK and Australia (Danenberg & Mueller, 2011; NHS, 2015; Papanikolaou, Brooks, Reider, & Fulgonia, 2014). A key component of many of these strategies has been the provision of information to address barriers to seafood consumption such as consumers lack of knowledge in selecting, storing, preparing and serving seafood (Brunsø, Verbeke, Olsen, & Jeppesen, 2009; Sogn- Grundvåg & 'stli, 2009; Sveinsdottir et al., 2009), perceived lack of availability and affordability (Brunsø et al., 2009; Myrland, Trondsen, Johnston, & Lund, 2000; Olsen, 2004; Trondsen, Scholderer, Lund, & Eggen, 2003; Verbeke & Vackier, 2005), as well as information around sustainable seafood choices. Increasingly, social media has been embraced by many seafood industry stakeholders as a relatively inexpensive means of communicating this information with consumers (Harper, 2012). However, research exploring the effectiveness of social media as a channel for reaching consumers is limited.
Details
- Title
- The Role of Social Media in Seafood Marketing
- Authors
- Meredith A Lawley (Author) - University of the Sunshine Coast - Faculty of Arts, Business and LawDawn Birch (Author) - Bournemouth University, United Kingdom
- Contributors
- Mark Lang (Editor)Marija Cerjak (Editor)Marina Tomic (Editor)
- Publication details
- Conference Proceedings of the International Food Marketing Research Symposium 2017, pp.172-178
- Conference details
- International Food Marketing Research Symposium, 2017 (Dubrovnik, Croatia, 14-Jun-2017 - 16-Jun-2017)
- Publisher
- Institute of Food Products Marketing
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99450626002621
- Output Type
- Conference paper
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