TY - JOUR
T1 - Frozen Meat Against COVID-19 Misinformation
T2 - An Analysis of Steak-Umm and Positive Expectancy Violations
AU - Bogomoletc, Ekaterina
AU - Lee, Nicole M.
N1 - Publisher Copyright:
© The Author(s) 2020.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2021/1
Y1 - 2021/1
N2 - 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.
AB - 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.
KW - COVID-19
KW - Twitter
KW - brand communication
KW - expectancy violation
KW - misinformation
UR - http://www.scopus.com/inward/record.url?scp=85091142689&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85091142689&partnerID=8YFLogxK
U2 - 10.1177/1050651920959187
DO - 10.1177/1050651920959187
M3 - Article
AN - SCOPUS:85091142689
VL - 35
SP - 118
EP - 125
JO - Journal of Business and Technical Communication
JF - Journal of Business and Technical Communication
SN - 1050-6519
IS - 1
ER -