Journal of Business and Technical Communication Jan 2021 OA PDF

Frozen Meat Against COVID-19 Misinformation: An Analysis of Steak-Umm and Positive Expectancy Violations

Ekaterina Bogomoletc North Carolina State University ; Nicole M. Lee

Abstract

COVID-19 has forced many businesses to adjust their communication strategies to fit a new reality. One surprising example of this strategy adjustment came from the company Steak-umm, maker of frozen sliced beef. Instead of finding new ways to promote its products, the company shifted its focus to the public’s urgent needs, breaking down possible approaches to navigating information flow during the pandemic. This resulted in overwhelming praise on social and news media, including almost 60,000 new Twitter followers within a week. Drawing on expectancy violation theory, this case study examines Steak-umm’s strategy, the content of social media responses, and why the approach was successful.

Journal
Journal of Business and Technical Communication
Published
2021-01-01
DOI
10.1177/1050651920959187
Open Access
OA PDF Bronze
Topics
qualitative research social media

Citation Context

Cited by in this index (3)

  1. Kenzie et al. (2025)
    Don’t Read the Comments: Discourse About COVID-19 Vaccines in a State Health De…
    Journal of Technical Writing and Communication
  2. Agley (2021)
    Expectancy Violation and COVID-19 Misinformation: A Comment on Bogomoletc and L…
    Journal of Business and Technical Communication
  3. Bogomoletc et al. (2021)
    A Response to Jon Agley’s “Expectancy Violation and COVID-19 Misinformation”
    Journal of Business and Technical Communication

Cites in this index (3)

  1. Colton et al. (2018)
    A Social Justice Theory of Active Equality for Technical Communication
    Journal of Technical Writing and Communication
  2. Rude (2009)
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    Journal of Business and Technical Communication
  3. Steiner (1999)
    Getting Personal: Individuality, Innovation, and Technical Communication
    Journal of Technical Writing and Communication
Also cites 5 works outside this index ↓
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  4. 10.4135/9781446221792.n2
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  5. Yim M. (2019). CEOs’ political tweets and perceived authenticity: Can expectancy violation be a pleasant surp…
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CrossRef global citation count: 6 View in citation network →

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