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Communication strategies on palm oil sustainability: agri-food chain actors use of social media Twitter

Collection:
Agricultural Communications Documentation Center (ACDC)
Contributor:
Samoggia, Antonella (main author), Reggeri, Arianna (author)
Format:
Research report
Publication Date:
2017
URL:
https://ageconsearch.umn.edu/record/258150
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
commercial organizations, food, image, media use, message content, retail promotion, sustainability, food industry, marketing communication, food systems, social media, Twitter, agribusinesses, oil (bio-based), food retailing, food crops, food communication, palm oil, food chain
Notes:
Proceedings in System Dynamics and Innovation in Food Networks 2017. Pages 101-102., From production to consumption, palm oil is a global food chain facing various sustainability dimensions. The study focuses on Twitter social media communication strategy of world agri-food chain actors on sustainability of palm oil. The study focused on a content analysis of twitter messages of palm oil producers, agri-food manufacturers and retailers. Preliminary results show that palm oil producers aim at promoting public opinion’s positive image of palm oil. Food manufacturers and retailers instead limit their communication on reacting to consumers’ solicitations, such as questions, doubts or complaints on palm oil use.