A master thesis from Aalborg University
Reinventing the food system through advocating sustainability on social media platforms: An analysis of MadMarked’s strategic Facebook communication
Author(s)
Term
4. term
Publication year
2014
Submitted on
2014-06-04
Abstract
This study intends to investigate if social media platforms, in this case, the social network Facebook, is able to function as an influential source of knowledge that is able to change the minds, attitudes and consumption patterns of consumers in relation to environmental sustainability and health. The point of departure is through exploring the information shared on Facebook, by a relatively new alternative food system promoting shop in Southern Denmark. Empirical data is collected through an interview with Præstø MadMarked, an examination of their Facebook page and its posts as well as by investigating the consumers’ attitudes, knowledge, and opinions by means of a web-based questionnaire. This is done to evaluate the platform as a tool for strategic communication with the intended goal of changing the attitudes and buying patterns of consumers in Denmark. In conclusion, it was not possible to prove a significant correlation between the increase in knowledge and a change in behaviour, but this could be caused by a lack of sufficient replies in the web-based questionnaire.
Keywords
Documents
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