Frozen Meat Against COVID-19 Misinformation: An Analysis of Steak-Umm and Positive Expectancy Violations

Ekaterina Bogomoletc, Nicole M. Lee

Research output: Contribution to journalArticlepeer-review

Abstract

COVID-19 has forced many businesses to adjust their communication strategies to fit a new reality. One surprising example of this strategy adjustment came from the company Steak-umm, maker of frozen sliced beef. Instead of finding new ways to promote its products, the company shifted its focus to the public’s urgent needs, breaking down possible approaches to navigating information flow during the pandemic. This resulted in overwhelming praise on social and news media, including almost 60,000 new Twitter followers within a week. Drawing on expectancy violation theory, this case study examines Steak-umm’s strategy, the content of social media responses, and why the approach was successful.

Original languageEnglish (US)
Pages (from-to)118-125
Number of pages8
JournalJournal of Business and Technical Communication
Volume35
Issue number1
DOIs
StatePublished - Jan 2021

Keywords

  • COVID-19
  • Twitter
  • brand communication
  • expectancy violation
  • misinformation

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Business, Management and Accounting(all)

Fingerprint Dive into the research topics of 'Frozen Meat Against COVID-19 Misinformation: An Analysis of Steak-Umm and Positive Expectancy Violations'. Together they form a unique fingerprint.

Cite this