The Impact of Social Media Marketing Campaigns on Consumer Perceptions of the Food Animal Industry.
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Date
2015-05
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The Ohio State University
Abstract
In today’s society, most consumers are generations removed from agriculture. Many Americans are uninformed in the areas of animal husbandry and production, food safety, and animal welfare. Today’s media can negatively impact consumer’s perception on animal agriculture by providing unsupported facts regarding the raising of livestock. Research is needed to determine the impact a marketing campaign can have on an audience’s perceptions of animal production and welfare. The purpose of this study was to assess the impact of social media marketing campaigns on undergraduate students. Students enrolled in Animal Sciences 2200.01 and Animal Sciences 4597 at The Ohio State University were electronically sent a survey using an online diagnostic survey tool. The survey consisted of a demographic analysis and an assessment of a social media campaign produced by Chipotle Mexican Grill Inc. This campaign, which is distributed solely through social media, attempts to address consumer concerns about the current state of animal production and welfare. The results from this study can be used to examine how demographics effect student consumer perceptions of the food animal industry, and additionally understand how to develop effective marketing techniques.
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Keywords
Social Media, Food Animal Industry, Marketing, Consumer Perception