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Open AccessArticle

Reactions to a Low-Fat Milk Social Media Intervention in the US: The Choose 1% Milk Campaign

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Health Sciences Center, University of Oklahoma, Oklahoma City, OK 73126-0901, USA
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Two Rivers Public Health Department, Suite A, Kearney, NE 68847, USA
*
Author to whom correspondence should be addressed.
Academic Editor: Alessandra Durazzo
Beverages 2017, 3(4), 47; https://doi.org/10.3390/beverages3040047
Received: 31 May 2017 / Revised: 12 July 2017 / Accepted: 23 August 2017 / Published: 25 September 2017
(This article belongs to the Special Issue Milk: Bioactive Components and Role in Human Nutrition)
(1) Background: Social media has increased in importance as a primary source of health communication but has received little academic attention. The purpose of this study was to conduct a content analysis of Facebook comments made in response to a five-week statewide social media intervention promoting use of 1% low-fat milk. Formative research identified health messages to promote, and 16 health messages consistent with the Dietary Guidelines for Americans were posted. During the intervention, 454 Facebook users posted 489 relevant comments; (2) Methods: The themes of user comments were identified using mixed-methods with qualitative identification of themes supplemented by cluster analysis; (3) Results: Six broad themes with 19 sub-themes are identified: (a) sugar, fat, and nutrients, (b) defiant, (c) watery milk, (d) personal preference, (e) evidence and logic, and (f) pure and natural; (4) The subject of milk is surprisingly controversial, a contested terrain in the mind of the consumer with a variety of competing perspectives that influence consumption. Public reactions to a social media nutrition education intervention are useful in understanding audience psychographics toward the desired behavior, require continual efforts to monitor and manage the social media campaign, but provide an opportunity to maximize the utility of real-time interactions with your audience. View Full-Text
Keywords: milk; social media; social marketing; Supplemental Nutrition Assistance Program (SNAP); cluster analysis; audience psychographics milk; social media; social marketing; Supplemental Nutrition Assistance Program (SNAP); cluster analysis; audience psychographics
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John, R.; Finnell, K.J.; Kerby, D.S.; Owen, J.; Hansen, K. Reactions to a Low-Fat Milk Social Media Intervention in the US: The Choose 1% Milk Campaign. Beverages 2017, 3, 47.

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