A Fat Debate on Big Food? Unraveling Blogosphere Reactions Ans Kolk, Hsin-hsuan Meg Lee & Willemijn
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چکیده
Confronted with public concerns about health and obesity, food companies are taking several measures. However, it is unclear to what extent they should communicate these policies. This article explores reactions in the blogosphere to health-related announcements by large food companies. Results show that taste-related announcements generate not only more reactions, but also more positive buzz than knowledge-related announcements. Valence is influenced by issue association per company type: those with highest obesity associations generate more negative blog posts. In case of low issue assocation, there are only limited blogosphere reactions; only one company with dedicated online ‘fans’ was an exception. Implications for practice and research are discussed.
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A Fat Debate on Big Food? Unraveling Blogosphere Reactions Ans Kolk, Hsin-hsuan Meg Lee & Willemijn
Confronted with public concerns about health and obesity, food companies are taking several measures. However, it is unclear to what extent they should communicate these policies. This article explores reactions in the blogosphere to health-related announcements by large food companies. Results show that taste-related announcements generate not only more reactions, but also more positive buzz t...
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