Nutritional Sustainability Inside-Marketing Sustainability as an Inherent Ingredient. Bornkessel Sabine,Smetana Sergiy,Heinz Volker Frontiers in nutrition Current discussions about the concept of nutritional sustainability show a high complexity of this topic leading to many different definitions. Regarding communication issues of nutritional sustainability between actors of food chains this complexity should be reduced. One opportunity to tackle these challenges of reducing complexity might be the concept of ingredient branding. Therefore, the aim of this mini-review is the identification of conditions for ingredient branding application as a communication strategy for nutritional sustainability which might overcome challenges in communicating the complexity between the different stakeholders of supply chains. In doing so, the specific case of agrifood chains is discussed based on the selected characteristics of globalization, increasing consumer demands, foods incorporating credence attributes and price. Along the agrifood chain, a sourcing strategy reflecting nutritional and sustainable aspects might lead to an ingredient branding strategy implying a brand policy for a special ingredient within the final product which is an important component but cannot be clearly recognized by the user. A "nutritional sustainability inside" strategy should reflect the multifaceted information along the agrifood chain and should be based on standardized criteria for nutritional sustainability. 10.3389/fnut.2019.00084

Research on Brand Image Evaluation Method Based on Consumer Sentiment Analysis. Computational intelligence and neuroscience Brand image assessment is a key step to reasonably quantify the value of a brand and has far-reaching significance for improving the competitiveness of an enterprise. With the rapid development of Internet technology, traditional questionnaires can no longer meet the current needs of brand image assessment. In this environment, the huge amount of fragmented consumer topic data provides a rich data resource and new research ideas for brand image assessment. Therefore, a brand image assessment method based on consumer sentiment analysis is proposed. First, a topic-based brand image cognitive label extraction method is proposed by setting language rules, aggregation rules, and ranking rules according to the characteristics of online topic data. Then, the fusion of cognitive labels and deep features is performed by fusing the deep features extracted from word vectors. Finally, a supervised learning support vector machine is selected as the sentiment classification model. The experimental results show that based on the obtained important cognitive labels, enterprises are able to better understand the unique attributes that consumers have for the brand; the feature fusion approach is better evaluated and can accurately reflect consumers' views on brand image and quantified as brand score. 10.1155/2022/2647515

Selling health and happiness how influencers communicate on Instagram about dieting and exercise: mixed methods research. BMC public health BACKGROUND:Eating disorders among adolescents are an ongoing public health concern. Sustainable health promotion programmes require a thorough understanding of the social context in which minors engage. Initial studies show that young people make extensive use of social networks in order to exchange experiences and gather information. During this process their (buying) behaviour is significantly affected by so-called influencers. METHODS:The exploratory research studies non-campaign driven health communication on dieting and exercise by influencers in social networks with a focus on content, techniques and visible impact. In a mixed methods approach, we initially analysed 1000 posts from influencers on Instagram quantitatively. Subsequently we conducted an in-depth content analysis of 9 extreme and 27 typical communication threads. RESULTS:Influencers gain the trust and friendship of their followers by designing body-shape focused visual content and targeted communication techniques. They identify and define diet and exercise as factors to be controlled for body perfection. By consuming dietary supplements and wearing tight-fitting branded sportswear, influencers promise a simplified way of optimizing one's appearance as the key to happiness. Direct and surreptitious advertising of industry-specific products constitutes the communicative focus. At the same time, minors identify with the roles and ideals demonstrated by influencers and their needs are satisfied on several different levels. This creates a relationship of dependency between influencers and their followers. CONCLUSIONS:The dynamics in the field of health communication by influencers on social networks will become increasingly important in the coming years. This is largely due to the targeted demand on the part of (mainly) underage users and the high attractiveness of influencer marketing on the part of companies. Influencers suggest a dependence on happiness, well-being, health and beauty. Only those who create a body shaped through control and discipline are healthy and beautiful - and can be happy. The indirectly communicated conclusions, which can be considered as extremely critical, illustrate the need for action in order to protect and positively accompany young people in their psychological and physical development. The shift of authority figures within Generation Z, as well as identified communication techniques, can be considered and may be harnessed by targeted, group-oriented campaign designs. 10.1186/s12889-019-7387-8