Seeking information about food-related risks: The contribution of social media.

摘要: In the current information landscape, there are numerous channels for consumers to find on issues pertaining food safety. The rise in popularity of social media makes communicators question extent which resources should be allocated these order reach new segments or audiences hard through more traditional dissemination channels. A segmentation approach was used identify groups based their inclination use different seek about food-related risks, including media, online and media. wake 2011 Escherichia coli contamination crisis, study focused a bacterial fresh vegetables. Results were obtained an survey among 1264 participants from eight European countries September 2012. Four identified: ‘a high cross-channel inclination’ (24%), ‘an established channel (31%), moderate (26%) low (19%). show that can act as complementary particular segment, but it is not substitute Individuals who showed conjunction with other considered important well informed, motivated additional information, sensitive risks general perceived likelihood incident future larger. ‘high segment contained relatively younger Southern participants.