Internet celebrities, public opinions and food system change in China: a new conceptual framework

IF 1.5 4区经济学 Q3 AGRICULTURAL ECONOMICS & POLICY

International Food and Agribusiness Management Review Pub Date : 2023-02-13 DOI:10.22434/ifamr2022.0062

Xiaoping Zhong, Jingjing Wang, Xiaohua Yu

引用次数: 0

Abstract

Internet celebrities have powerful influence on public opinions and behaviors through affecting their feelings and attitudes. This study proposes a comprehensive framework which consists of individual-social-subjectiveobjective (IS-SO) dimensions to assess the influence of internet celebrities as opinion leaders on public’s subjective values, consumption decisions, perceived cultural changes, and opinions on agribusiness rural development. The IS-SO framework is then applied to analyze an internet celebrity who is named Ms. Li, Ziqi and well-known for her beautiful and influential videos on food and rural issues in China. The findings confirms that the internet celebrities do influence the public’s feelings, opinions, and emotional values at both the individual and societal levels. Specifically, the internet celebrity could change food system by promoting both the sales of related agricultural products and the positive image of rural society as well.

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网红、舆论和中国食物体系的变化:一个新的概念框架

网红通过影响公众的情感和态度，对公众的舆论和行为产生了强大的影响。本研究提出了一个由个人-社会-主观-客观(IS-SO)维度组成的综合框架，以评估网红作为意见领袖对公众主观价值观、消费决策、感知文化变化以及对农业综合农村发展的意见的影响。然后将is - so框架应用于分析一位名叫李子淇的网红，她因在中国食品和农村问题上拍摄的美丽而有影响力的视频而闻名。研究结果证实，网红确实会在个人和社会层面上影响公众的感受、观点和情感价值观。具体来说，网红可以通过促进相关农产品的销售和农村社会的积极形象来改变粮食系统。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Food and Agribusiness Management Review AGRICULTURAL ECONOMICS & POLICY-

CiteScore

2.90

自引率

0.00%

发文量

审稿时长

>12 weeks

期刊介绍： The IFAMR is an internationally recognized catalyst for discussion and inquiry on issues related to the global food and agribusiness system. The journal provides an intellectual meeting place for industry executives, managers, scholars and practitioners interested in the effective management of agribusiness firms and organizations. IFAMR publishes high quality, peer reviewed, scholarly articles on topics related to the practice of management in the food and agribusiness industry. The Journal provides managers, researchers and teachers a forum where they can publish and acquire research results, new ideas, applications of new knowledge, and discussions of issues important to the worldwide food and agribusiness system. The Review is published electronically on this website. The core values of the Review are as follows: excellent academic contributions; fast, thorough, and detailed peer reviews; building human capital through the development of good writing skills in scholars and students; broad international representation among authors, editors, and reviewers; a showcase for IFAMA’s unique industry-scholar relationship, and a facilitator of international debate, networking, and research in agribusiness. The Review welcomes scholarly articles on business, public policy, law and education pertaining to the global food system. Articles may be applied or theoretical, but must relevant to managers or management scholars studies, industry interviews, and book reviews are also welcome.