Published 2022

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Publication details

Journal : ABAC Journal , vol. 42 , p. 96–120–24 , 2022

International Standard Numbers :
Printed : 0858-0855
Electronic : 2730-3543

Publication type : Academic article

Contributors : Cordeiro, Cheryl Marie; Altintzoglou, Themistoklis; Rognså, Guro Helgesdotter; Govaerts, Florent

Issue : 1

Research areas

Marketing strategy

Food from new sources

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Kjetil Aune
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Developments in digital infrastructure in the past decade have allowed new marketing channels and opportunities for small medium enterprises (SME). This study was designed to illustrate how a multimodal analysis approach can be used to study how Nordic seaweed SMEs use a web-based presence to brand and position their products and services. The study provides an investigation and description of how Nordic seaweed SMEs reach their consumers through multimodal channels of communication, taking an active role in educating their consumers about regenerative seaweed harvesting and concepts of ‘slow living’. The findings indicate that SME owners communicate at several target consumer levels, including taking on a public educator role, to help consumers make sustainable food choices towards a more environmentally sustainable diet for the future.


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