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The Role of Social Media in Seafood Marketing
Conference paper   Peer reviewed

The Role of Social Media in Seafood Marketing

Meredith A Lawley and Dawn Birch
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
url
http://institutefpm.com/wp/proceedings/View
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Abstract

Marketing
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.

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