Author emphasized the opportunity for agricultural industry players to expose potential buyers to emotions "in a space where, oftentimes, products are perceived similarly." Author presented ways to build emotion into the customer experience.
19 pages., Via online., In a comparative case study, researchers analyzed two social media conflicts between farmers and animal right advocates to understand how conflicts establish, escalate, and return dormant through issue and identity framing and the discursive use of emotions. "The binary opposition is initially established through issue framing but escalates into an identity conflict that involves group labeling and blaming."
