nep-mkt New Economics Papers
on Marketing
Issue of 2018‒07‒30
two papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Seaweed as health and dietetic food - What target consumers ? IDEALG project By Morgane Marchand; Charline Comparini; Marie Lesueur
  2. The Importance of Being Earnest in Social Media By Andrea L. Micheaux; Dominique Crié; Annabel Martin-Salerno; Daphné Salerno

  1. By: Morgane Marchand (Pôle halieutique - AGROCAMPUS OUEST); Charline Comparini (AGROCAMPUS OUEST); Marie Lesueur (AGROCAMPUS OUEST, Pôle halieutique - AGROCAMPUS OUEST)
    Abstract: The surveys conducted by AGROCAMPUS OUEST as part of the Idealg project iden"fied consumers interested in seaweed as a health food because of its nutri"onal and diete"c proper"es, work that resulted in the authors asking the following ques"on: " Is edible seaweed a health food product and is it suited to French ea"ng habits? " Diagram summing up the methods used Health is one of the main perceived a+ributes of edible seaweed in France. French consumers associate it with seafood as well as with a number of nutri"onal, diete"c and health benefits. When asked about the profile of seaweed consumers, both general public respondents and experts imagine a woman looking for natural, healthy and low-calorie products to help her eat be/er and watch her figure. This profile is indeed a historical one in edible seaweed consump"on; many French women, however, have never had access to such products and are therefore a poten"al target. Besides, despite the obvious link between edible seaweed and health, few processors and retailers are marke"ng seaweed as a health product in an appropriate selling environment. Only organic shops highlight this aspect. The panel of experts also confirmed how difficult it is for them to place seaweed in a specific product category. Context Macro-algae have been part of the human diet from "me immemorial and have long been used in Chinese, Japanese and Indian medical schools for their medicinal proper"es. In France, consuming seaweed as food is a rela"vely recent and minority prac"ce. Consump"on started in the 1970s, spurred on by vegetarians interested in its nutri"onal proper"es, and then a+racted a larger consumer base in the 2000s with the development of Japanese restaurants and the success of sushi.
    Date: 2017
  2. By: Andrea L. Micheaux (RIME-Lab - Recherche Interdisciplinaire en Management et Économie Lab - EA 7396 - UA - Université d'Artois - ULCO - Université du Littoral Côte d'Opale - Université de Lille, IAE Lille - Institut d'Administration des Entreprises - Lille - Université de Lille, Sciences et Technologies); Dominique Crié (LEM - Lille - Economie et Management - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique, IAE Lille - Institut d'Administration des Entreprises - Lille - Université de Lille, Sciences et Technologies); Annabel Martin-Salerno (IAE Lille - Institut d'Administration des Entreprises - Lille - Université de Lille, Sciences et Technologies); Daphné Salerno (ILIS - Faculté d'Ingénierie et Management de la Santé)
    Abstract: Deceit in social media by independent bloggers is a topic of concern for brand managers and for consumers. Empirical research has focussed on the consumer or the brand rather than on the perspective of the online source. This paper elucidates the blogger's motivations for and the contexts in which she is most likely to publish deceitful content. The methodology is an analogical problem-solving process juxtaposing Oscar Wilde's "The Importance of Being Earnest" with an empirical case study. We use the analogy to reverse the perspective of the revisited study from the consumer to the blogger. The results support direct, differentiated, brand management of bloggers according to their level of expertise and to the adopted social or trade norm. A model is proposed.
    Keywords: Social Media,Self-Presentation,Disclosure, Lying and Deception, Disclosure, Self-Presentation, Social Media,Stealth Marketing,Lying and Deception
    Date: 2018–01

This nep-mkt issue is ©2018 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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