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Journals / Girişimcilik İnovasyon ve Pazarlama Araştırmaları Dergisi / 2026 / Cilt: 10 Sayı: 20

Consumer Response Patterns in Digital Food Safety Advocacy: A Descriptive Analysis of Instagram Comments

Dijital Gıda Güvenliği Savunuculuğunda Tüketici Tepki Örüntüleri: Instagram Yorumları Üzerine Betimsel Bir Analiz

Fikret Işık(Alanya Alaaddin Keykubat Üniversitesi)0000-0002-5471-5381
Pages
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Publication Date
2026-06-25
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Findings indicate that consumer engagement does not correspond to objective health risk levels; while food poisoning content generates the lowest engagement, price injustice and boycott content generates the highest.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study examines, through a descriptive and exploratory approach, 76 short videos published by a digital food safety advocacy account in Turkey between January and August 2025, along with 40,987 user comments.
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Key Findings & Data:The research reveals which content types intensify consumer discourse, how framing strategies shape engagement patterns, and how brand-level distrust is structured.
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Conclusion & Impact:Findings indicate that consumer engagement does not correspond to objective health risk levels; while food poisoning content generates the lowest engagement, price injustice and boycott content generates the highest.
🔬Design:Modeling & Simulation
📍Scope:2025 Verileri
⚙️Variables:Gıda güvenliği risk algısı · tüketici söylemi · sosyal medya savunuculuğu

Abstract

This study examines, through a descriptive and exploratory approach, 76 short videos published by a digital food safety advocacy account in Turkey between January and August 2025, along with 40,987 user comments. The research reveals which content types intensify consumer discourse, how framing strategies shape engagement patterns, and how brand-level distrust is structured. Findings indicate that consumer engagement does not correspond to objective health risk levels; while food poisoning content generates the lowest engagement, price injustice and boycott content generates the highest. Fractional Response Model analysis reveals that activism framing (V4), dread intensity (V1), and information-signal type (V3) each have statistically significant negative effects on the comment-to-like ratio, with activism framing emerging as the strongest predictor. Brand analysis suggests that distrust may exhibit a multidimensional structure..., though this pattern should be interpreted as descriptive rather than causal. Findings are discussed within the framework of the Dread-Efficacy Processing Model and the abstract-interpersonal trust distinction, suggesting that perceived economic injustice and demand for institutional accountability play a determining role in Turkish consumers' digital food safety discourse.

Özet

Bu çalışma, Türkiye'deki bir dijital gıda güvenliği savunuculuk hesabının Ocak–Ağustos 2025 döneminde yayımladığı 76 kısa video ile 40.987 kullanıcı yorumunu betimsel ve keşifsel bir yaklaşımla incelemektedir. Araştırma; hangi içerik türlerinin tüketici söylemini yoğunlaştırdığını, çerçeveleme biçimlerinin etkileşim örüntülerini nasıl şekillendirdiğini ve marka düzeyinde güvensizliğin nasıl örgütlendiğini ortaya koymaktadır. Bulgular, tüketici etkileşiminin nesnel sağlık riski düzeyiyle örtüşmediğini; gıda zehirlenmesi içeriklerinin en düşük etkileşimi üretirken fiyat adaletsizliği ve boykot içeriklerinin en yüksek etkileşimi ürettiğini göstermektedir. Kesirli Tepki Modeli analizi, aktivizm çerçevelemesinin (V4), korku-dehşet yoğunluğunun (V1) ve bilgi-sinyal türünün (V3) yorum/beğeni oranı üzerinde istatistiksel olarak anlamlı olumsuz etkiler ürettiğini; en güçlü yordayıcının ise aktivizm çerçevelemesi olduğunu ortaya koymaktadır. Marka analizi, güvensizliğin fiyat, katkı maddesi ve etiket yanıltmacası boyutlarını kapsayan çok boyutlu bir yapı sergileyebileceğine işaret etmekte; ancak bu örüntünün nedensel değil betimsel bir bulgu olarak değerlendirilmesi gerektiği vurgulanmaktadır. Bulgular, Korku-Yeterlilik İşleme Modeli ve soyut-kişilerarası güven ayrımı çerçevesinde tartışılmakta; ekonomik haksızlık algısı ile kurumsal hesap verebilirlik talebinin Türk tüketicilerinin dijital gıda güvenliği söyleminde belirleyici bir rol oynadığı ileri sürülmektedir.

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Cite This Article

Işık, F. (2026). Consumer Response Patterns in Digital Food Safety Advocacy: A Descriptive Analysis of Instagram Comments. Girişimcilik İnovasyon ve Pazarlama Araştırmaları Dergisi, Cilt: 10 Sayı: 20. https://doi.org/10.31006/gipad.1933534

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