In this experimental study, Brooke Vyvlecka Kaiser explored how different types of social media influencers (i.e., registered dietitians, fitness coaches, and beef industry advocates) impact consumer attitudes toward beef nutrition messages on Instagram. Using a 3x2 framework (influencer type × message framing), the study found that both the messenger and the message style (evidence-based vs. advice-based) significantly influenced perceptions of credibility and trust.

This research highlights the value of carefully selecting influencers and tailoring content to maximize audience engagement and message effectiveness—especially for communicating the nutritional benefits of beef in a crowded digital landscape.

Check out the thesis.

Ginger Orton explored how audience segmentation can strengthen communication efforts around climate-smart beef production. Through cluster analysis and behavioral insights, she identified distinct consumer groups—each with unique levels of trust, environmental concern, and receptiveness to sustainability messaging.

Her findings equip communicators with tools to move beyond generic outreach and deliver targeted, meaningful messages that resonate with specific audiences.

View her published work in the Journal of Agricultural Education. 

Kindle Catching explored how different message frames, fact-based, emotional, and aspirational, shape how Gen Z college students perceive beef sustainability content on Instagram. Using a thought-listing technique, she examined how each frame influenced trust, attitudes, and cognitive responses.

Her findings offer insight into how communicators can craft sustainability messages that resonate with younger audiences by blending credibility with hope and values-driven storytelling.

View her published work in the Journal of Applied Communications.