Abstract
The article aims to examine the importance attached to culinary blogs in the promotion of food products with health and nutrition claims from the perspective of food processors and distributors in Poland. With the use of the CAWI methodology, 78 completed questionnaires were obtained. We used correlations, t-statistics, ANOVAs, and simple and multiple regressions. A series of predictors of the importance attached to culinary blogs now and in the future were tested. As far as the current importance is concerned, we arrived at a model with three statistically significant independent variables: the importance of recommendations of scientific institutes on the food packaging, self-reported healthiness of one’s nutrition and the tenure of respondents in the examined companies. The importance is positively associated with the recommendations and healthiness, and negatively with tenure. Regarding the future forecasts, the expected importance of culinary blogs depends on the importance attached to health claims, expiry date, and price information on the label as well as on the role of the care for the environment in the marketing communication of the companies under study. All of these independent variables are positively associated with the predicted importance of culinary blogs. The increasing role of culinary blogs in the communication mix should trigger more investment of food processors and distributors in the commercial cooperation with bloggers.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Kitchen P, Burgmann I (2011) Integrated marketing communication. In: Sheth J, Malhotra N (eds) Wiley international encyclopedia of marketing. Wiley, Hoboken. https://doi.org/10.1002/9781444316568.wiem04001
Mulhern F (2009) Integrated marketing communications: from media channels to digital connectivity. J Mark Com 15(2–3):85–101. https://doi.org/10.1080/13527260902757506
Cairns G (2013) Evolutions in food marketing, quantifying the impact, and policy implications. Appetite 62:194–197. https://doi.org/10.1016/j.appet.2012.07.016
Mangold W, Faulds D (2009) Social media: the new hybrid element of the promotion mix. Bus Horiz 52(4):357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Confos N, Davis T (2016) Young consumer-brand relationship building potential using digital marketing. Eur J Mark 50(11):1993–2017. https://doi.org/10.1108/EJM-07-2015-0430
Ishfaq U, Khan H, Iqbal K (2017) Identifying the influential bloggers: a modular approach based on sentiment analysis. J Web Eng 16(5-6):505–523
Brown D, Hayes N (2008) Influencer marketing. Who really influences your customers. Elsevier, Oxford
Joosse S, Hracs BJ (2015) Curating the quest for ‘good food’: the practices, spatial dynamics and influence of food-related curation in Sweden. Geoforum 64:205–216. https://doi.org/10.1016/j.geoforum.2015.06.024
Wan-Ruzanna W, Zaileen-Elina A, Roslina A, Wan-Mahirah W (2015) Food blog: examining the blog trustworthiness and purchase intention behaviour. Theory and practice in hospitality and tourism research – proceeding of the 2nd international hospitality and tourism conference 2014, pp 161–164
Lepkowska-White E, Kortright E (2018) The business of blogging: effective approaches of women food bloggers. J Foodservice Bus Res 21(3):257–279. https://doi.org/10.1080/15378020.2017.1399046
Bryła P (2015) Marketing regionalnych i ekologicznych produktów żywnościowych. Perspektywa sprzedawcy i konsumenta. Lodz University Press, Lodz
Bryła P (2018) Organic food online shopping in Poland. Br Food J 120(5):1015–1027. https://doi.org/10.1108/BFJ-09-2017-0517
Bryła P (2017) Creating and delivering value for consumers of healthy food – a case study of Organic Farma Zdrowia S.A. J Manag Bus Adm 25(4):55–74. https://doi.org/10.7206/jmba.ce.2450-7814.207
Sońta M (2014) Marki spożywcze w nowych mediach. Przegląd form współpracy biznesowej producentów żywności z autorami blogów kulinarnych. Nowe Media 4:89–114. https://doi.org/10.12775/NM.2014.004
Domański T, Bryła P (2013) Marketing produktów regionalnych na europejskim rynku żywności. Lodz University Press, Lodz
Domański T, Bryła P (2010) Marketing produktów żywnościowych. PWE, Warsaw
Acknowledgements
Our research study was funded by the National Science Centre within an Opus research grant no. 2015/17/B/HS4/00253.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this paper
Cite this paper
Bryła, P. (2019). The Importance Attached to Culinary Blogs in the Promotion of Food Products with Health and Nutrition Claims: A Perspective of Polish Processors and Distributors. In: Kavoura, A., Kefallonitis, E., Giovanis, A. (eds) Strategic Innovative Marketing and Tourism. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-12453-3_4
Download citation
DOI: https://doi.org/10.1007/978-3-030-12453-3_4
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-12452-6
Online ISBN: 978-3-030-12453-3
eBook Packages: Business and ManagementBusiness and Management (R0)