Community Supported Fisheries and Their Strategies for Social Media Marketing
Abstract/Contents
- Abstract
- Today, there is a compelling movement taking shape in the seafood industry, and Community Supported Fisheries (CSFs) are at the heart of it. This movement is working to create a shift in consumer mindsets from careless consumption to mindful consumption. Trending hashtags like #knowyourfisherman and #sustainableseafood have worked to encourage consumers to understand the story behind their seafood products. The movement has been especially prevalent with fish species like salmon and tuna. In supporting such a movement, CSFs are not only working to cultivate a relationship between consumer and product, but they are also working to promote the idea of sourcing products from fishermen who practice sustainable fishing methods. This allows CSFs to share the stories behind their products — stories that make consumers feel more connected to their food and their well-being. The purpose of my research is to gain some perspective on the “how”. How are CSFs connecting with the community, and how are they building their consumer base? How are they working to convince people that it’s worth understanding the story behind a product? I will approach these questions, and questions alike, through the lens of social media; perhaps the CSF method-of-choice when it comes to consumer engagement and connectivity. My research question asks: What are the most successful social media marketing (SMM) strategies that CSFs are using today to promote their business and their products?
Description
| Type of resource | text |
|---|---|
| Date created | 2018 - 2019 |
Creators/Contributors
| Author | Enriques, Evan |
|---|---|
| Primary advisor | Hancock, Jeff |
| Advisor | Liu, Sunny |
| Degree granting institution | Stanford University, Department of Communication |
Subjects
| Subject | Community Supported Fishery |
|---|---|
| Subject | social media |
| Subject | social media marketing |
| Subject | storytelling |
| Subject | consumer engagement |
| Subject | mindful consumption |
| Subject | seafood |
| Genre | Thesis |
Bibliographic information
Access conditions
- Use and reproduction
- User agrees that, where applicable, content will not be used to identify or to otherwise infringe the privacy or confidentiality rights of individuals. Content distributed via the Stanford Digital Repository may be subject to additional license and use restrictions applied by the depositor.
- License
- This work is licensed under a Creative Commons Attribution Non Commercial No Derivatives 3.0 Unported license (CC BY-NC-ND).
Preferred citation
- Preferred Citation
- Enriques, Evan and Hancock, Jeff and Liu, Sunny. (2018). Community Supported Fisheries and Their Strategies for Social Media Marketing. Stanford Digital Repository. Available at: https://purl.stanford.edu/bh646gn6043
Collection
Masters Theses in Media Studies, Department of Communication, Stanford University
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- Contact
- evan1@stanford.edu
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