Faced with public concerns about health and obesity, food companies with multiple initiatives. However, it is unclear to what extent they should communicate those policies. This article discusses the reaction in the blogosphere, the Health Ad large food companies. The results show that the taste-related ads to generate not only more responses, but more positive than the noise-related knowledge with the ads. Valence depends on the question of association types: those with a high association of obesity to generate more negative blog posts. In low association issue only limited reaction blogosphere. This analysis is important to control the interaction with social media. "Hide
answer by Kolk, Hsin Hsuan Meg Lee, Willemijn van Dolen Source: California Management Review 27 pages. Publication Date: November 1, 2012. Prod. #: CMR522-PDF-ENG
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