‘Fishing’ for Content in Social Media: A Qualitative Approach

Content is king: a vital principle for all social media marketers. This paper presents an exploratory study that employed a qualitative approach to identify the quality of winning content for social media presence. The findings reveal some expected yet important information for the fishing industry in Malaysia that may help the industry increase citizens’ awareness of fish consumption, improve the promotion of Fishermen Markets, influence purchasing behaviour, and ultimately reduce the role of intermediaries.