Who Uses Social Media for Food Recall Information and How? Application of the Comprehensive Model of Information

Theoretical Background and research questions/hypothesis:  Given the high prevalence and the high uncertainty of getting foodborne illnesses, it is crucial for the U.S. public to access timely information about food recalls.   This study investigates the way people use social media to learn about food recall information as well as what factors predict their social media use.   We first examine the three levels of engagement with social media, namely, no use for food recalls, passive use, and active use. We then, based on Johnson and colleagues’ Comprehensive Model of Information Seeking (CMIS), examine the role of antecedent factors (demographics, foodborne disease history, perceived risk, and perceived efficacy) and information carrier factors (Internet use frequency, perceived skill of online information seeking, trust on social media) in predicting different levels of engagement in social media for food recall information.

Methods:  This study used survey methodology. The sample was randomly drawn from the social media users who are part of Knowledge Networks panel, which is representative of the U.S. population. Data were collected between Nov – Dec 2010 (N = 1,026).

Results:  About 74% was classified as non users for food recalls (who did not use any form of social media in the past 12 months), 11% as passive users (who used 1 or 2 forms of social media only in the manner of reading), and 15% as active users (who used 1 or more forms of social media in the manner of posting, either with reading or not). We ran multivariate regressions with the three-level engagement as an outcome variable and entered predictors in three blocks: demographics in the first block, other antecedent factors in the second block, and information carrier factors in the last block. All three blocks were statistically significant. Specifically, those aged older, the less educated, those with less income, non-Whites, those with children, those having foodborne illness history were more likely to be active in social media use for food recall information. Those with greater perceived risk, more frequent Internet use, and greater online search skill and trust on information from social media showed more active engagement.

Conclusions:  Despite the participative nature of social media, there is still room for enhancing more active participation in sharing and posting food recall information. Most of the predictors, suggested by the CMIS and assessed in this study, had significant associations with social media users’ engagement level for food recall information. Those usually regarded as being disadvantaged from Internet access or use, were more likely to engage actively in social media for food recall information.  

Implications for research and/or practice:  The CMIS is a useful framework to understand information seeking and sharing for food recalls.   

Social media have a great potential for reaching people for emergent risk information. But before developing a social media campaign, it is important to understand the user characteristics of those reachable via this new medium.