The news and social media may be key in boosting products, but sometimes politics gets in the way of business decisions
This is a summary of a story on Fuqua School of Business.
Research from the Fuqua School of Business examines how news shared on social media influences whether local businesses adopt sustainable food technologies. The study focused on the rollout of plant-based meat products between 2015 and 2019.
It highlights how grassroots voices, ranging from bloggers to neighborhood publications, play an important role in driving consumer purchases. But it comes with a catch, depending on the type of foods being publicized and where.
Led by Professor Tong Guo, an associate professor of marketing at the Fuqua School of Business, the study shows that local news coverage shared on social media can be as effective as traditional advertising in determining whether products appear in grocery stores and on restaurant menus. Unlike large-scale campaigns, these channels resonate more personally, building trust and familiarity within communities.
However, the influence of local news is not universal. Political and cultural contexts strongly shape consumer responses. In more liberal areas, coverage of plant-based foods often leads to higher adoption rates, whereas in more conservative regions, the same messaging may yield limited results.
Timing and media type also matter. Grassroots voices tend to spark early interest, creating buzz and reducing uncertainty around new products. As the product gains traction, established media organizations can step in. “City magazines, regional radios, local publishers provide credibility and amplify the message that came out of the grassroots voices,” Guo explained.
For more information about the study, go to Fuqua School of Business.
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