BeefLegends: Connecting Food Producers and Consumers Across Borders

Jock McQueenie (), Marcus Foth () and Greg Hearn ()
Additional contact information
Jock McQueenie: Queensland University of Technology
Marcus Foth: Queensland University of Technology
Greg Hearn: Queensland University of Technology

Chapter Chapter 4 in Community, Culture, Commerce, 2024, pp 47-80 from Springer

Abstract: Abstract This chapter examines BeefLegends—an intermediation project tailored to the accelerating complexity of diverse consumer cultures across Australasia. As consumer-driven content becomes more disintermediated, individualised, instant, and ubiquitous, BeefLegends addressed the risk that conventional marketing strategies employed by Australian export industries are becoming less fit for purpose and less effective in promoting Australian food products. BeefLegends intermediated young people in regional communities with social influencers in China, developing creative video content on Douyin (China’s TikTok) and other social media platforms. It created a content loop that has benefits for both ends of the supply chain, turning consumers into creative “prosumers.”

Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-7889-2_4

Ordering information: This item can be ordered from
http://www.springer.com/9789819978892

DOI: 10.1007/978-981-99-7889-2_4

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().