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    2. Characteristics of Oklahoma agritourism Facebook posts

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Bowman, Brittany (author), Settle, Quisto (author), Riggs, Angel (author), Tomas, Stacy (author), King, Audrey E.H. (author), and Association for Communication Excellence (ACE)
    Format:
    Online journal article
    Publication Date:
    2020-02
    Published:
    United States: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11308
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    104(1)
    Notes:
    22 pages., via online journal, Agritourism is recreational travel for agricultural activities. While it provides many benefits, such as rural development and heritage preservation, many agritourism operators express challenges in marketing their operations. Social media is increasingly common in tourism marketing, but little research exists describing current marketing practices. Quantitative content analysis was used to describe 174 Oklahoma agritourism operations’ Facebook page activity in June 2018. Original posts created by the agritourism operations and community posts created by the general public had similar amounts of public interaction. Post interactions were not related to post length, and original post interactions were also not related to overall page likes. Live videos and traditional posts received the most interaction amongst types of original posts. Facebook event posts made by the agritourism operation received more public interaction than event posts made by the general public. Agritourism operators should focus on quality over quantity of information and be wary of creating posts in an “echo chamber” as only a small proportion of a large page following interact with posts. Marketing practitioners should avoid providing one-size-fits-all advice in Facebook marketing, as there was a large variety of Facebook activity observed. Future research should more specifically describe content of posts and consider perspectives of agritourism operators and visitors towards current Facebook marketing strategies.

    4. Consumers’ and Farmers’ Perceptions in Europe Regarding the Use of Composted Bedding Material from Cattle

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Klopčič, Marija (author), Erjavec, Karmen (author), Waldrop, Megan (author), Roosen, Jutta (author), Engel, Petra (author), Galama, Paul (author), and Kuipers, Abele (author)
    Format:
    Journal article
    Publication Date:
    2021-04-29
    Published:
    Switzerland: MDPI
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12508
    Journal Title:
    Sustainability
    Journal Title Details:
    13 (9)
    Notes:
    10 pages, By-products like sawdust and straw are applied in compost bedded-pack barns (CBP) for cattle. These materials, which are gradually mixed with excreta and undergo a composting process, serve as a lying bed for the cattle. This study aims to assess the perception of consumers and farmers regarding the use of CBP during the grazing season of cattle for raising other animals or for growing food crops. This was examined by combining surveys with consumers from eight European countries and cattle farmers, focus groups with consumers, and in-depth interviews with individual farmers who implemented alternative uses of compost. The results showed that farmers preferred the compost bedded-pack system to the cubicle system in terms of sustainability and market aspects, although the cost of the bedding material required for CBP was seen as a significant negative aspect. Around half of all consumers indicated that the compost can be used for non-edible products and 26% indicated the compost can be used for raising other animals. Furthermore, 5% of consumers felt that compost should not be used for any other purpose. There were statistically significant differences between countries; therefore, regional specificities should be taken into account when marketing products from compost in CBP barns.

    5. Effectiveness of storytelling in agricultural marketing: scale development and model evaluation

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Format:
    Online journal article
    Publication Date:
    2019-03-13
    Published:
    Frontiers Media
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 12 Document Number: D10365
    Journal Title:
    Frontiers in Psychology
    Journal Title Details:
    10
    Notes:
    12 pages., Article 452, Via online journal., Storytelling is a mode of communication in human interaction and is pervasive in everyday life. Storytelling in marketing is also a managerial application as a marketing strategy. Researchers of consumer psychology and marketing have devoted great efforts to developing theories and conducting empirical studies on this approach. However, in addition to narrative theories, many researchers are mainly concerned about the effect of telling a good brand story and its applications, such as advertising design and presentation. However, for those products that usually lacks branding, such as agricultural products, knowledge remains scarce about the relative impact of storytelling in marketing. Few researchers have explicitly developed a valid tool for measuring the effect of storytelling in marketing. To aid storytelling research in consumer psychology, this article conceptualized a construct of the effectiveness of storytelling in agricultural marketing and developed a measure with further validation. This scale consisted of 13 items with four subscales: narrative processing, affect, brand attitude, and purchase intention. The findings of this study supported a structural model with strong order among the four dimensions and good model fit. A discussion of the results and the theoretical and practical implications for consumer psychology and marketing practice are also addressed.

    6. Farmer perceptions of tunnels for berry production: management and marketing implications

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Conner, David S. (author) and Demchak, Kathleen (author)
    Format:
    Journal article
    Publication Date:
    2018-12
    Published:
    United States: American Society for Horticultural Science
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 11 Document Number: D10323
    Journal Title:
    HortTechnology
    Journal Title Details:
    28(6) : 706-710
    Notes:
    6 pages., Via online journal., Strawberry (Fragaria ×ananassa) and caneberries (Rubus sp.) are popular crops that can bring revenue to farms and may improve farm profitability. High and low tunnels can bring a number of benefits to growers, including season extension and improved berry yield and quality, as well as management challenges. Few studies in the literature report directly on grower experiences using tunnels. We report the results of interviews of 10 independent growers who use tunnels to produce strawberries and caneberries. The results echo previous studies finding improved yield and quality, and highlight benefits and challenges around pest, weed, and nutrient management. One novel finding is the role of season extension in creating marketing opportunities. Interviewed growers caution of a learning curve and the need to start on a small scale and grow gradually. Future focus for research should include improved ventilation and mechanization.

    8. Institutional economics of grain marketing in Russia: Insights from the Tyumen region

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Griewald, Yuliana (author) and Humboldt-Universität zu Berlin Osnabrück University of Applied Sciences
    Format:
    Online journal article
    Publication Date:
    2016-07-30
    Published:
    Germany: Elsevier
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 109 Document Number: D10963
    Journal Title:
    Journal of Rural Studies
    Journal Title Details:
    47(2016) : 21-30
    Notes:
    9 pages, via online journal, Grain marketing arrangements in modern Russia are far from what they were in the 1990s. Given that grain marketing is crucial for farm revenues and an adequate functioning of the agri-food system, this paper examines why different grain marketing contracts co-exist and how well they fit the local agri-food context. Semi-structured interviews with farmers, grain buyers and regional authorities were conducted in the region of Tyumen in 2013-2014. The analysis, grounded in new institutional economics, found that the traders’ contracts, compared to those offered by grain elevators, are often better suited to account for uncertainty as a salient property of marketing transactions, but discourage quality improvements and differentiation of grain. Furthermore, both contract types encourage strategic behaviour on the part of grain buyers. The paper also discusses the case in a broader theoretical and international context and offers a number of policy implications, such as those related to independent grain quality assessments and extension.

    10. Local Food Marketing As a Growth Opportunity for Small Producers in Tennessee

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Ajumobi, Blessing (author), Ekanem, Enefiok (author), and Mafuyai, Mary (author)
    Format:
    Journal article
    Publication Date:
    2021-03
    Published:
    United States: Food Distribution Research Society
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12208
    Journal Title:
    Journal of Food Distribution Research
    Journal Title Details:
    Vol. 52, Issue 1
    Notes:
    3 pages, Various food programs present opportunities for marketing local food in Tennessee. Health-conscious consumers prefer the health benefits of local food over processed foods. To satisfy consumer demand, local restaurants are utilizing the services of local food vendors. Conventional grocery stores are broadening their food aisles to accommodate locally produced foods. Using data collected from an online survey of 250 producers, this research update reports on opportunities for marketing local foods in Tennessee.