The influence of social media integration on the donation attractiveness of food charities in the context of food waste in Melbourne

This study explores how social media integration influences the donation attractiveness of food charities in the context of food waste in Melbourne. Given the explorative nature of the study, it employed a qualitative research approach with a comparative case study method. The outcome of study can help food charities compare and share knowledge of the focus of social media strategies to enhance their ability to reach out to food donors. Furthermore, the findings could also inform the policy development effort of the Victorian government toward curbing food waste and to productively utilise the food that could be wasted.