12 pages., Online via open access. 11 pages., Findings from a case study prompted author to assert that it is imperative that festival organizers understand tourist motivations for attending festivals in order to conduct effective festival planning and achieve productive festival marketing position.
Via online issue. 1 page., Reports on audience research about the effects of advertising among those who had been exposed to content about a salmonella outbreak.
16 pages, Social media are currently not only used for communication between individuals but an increasing number of companies use these means as simple and fast sales and communication channels. The importance of communication with consumers through social networks, such as Facebook, is essential in today's marketplace for small businesses, for which this tool is one of the cheapest alternatives to communicating and selling products. This trend did not escape agriculture-specific local farmers who process fresh local products. The study's objective is to highlight the importance of social media communication in the agri-food sector, specifically in the sub-sector of local fresh products, as well as to determine which consumers are most interested in local products from farmers communicated through Facebook. We conducted the research using our Facebook page called Ours-Yours (in Slovak Naše-Vaše). This account was created for research purposes and has a clearly defined objective of supporting and promoting local fresh products from small Slovak farmers. Research involved 42 small farms that sell fresh local dairy products. From these farmers we discovered what form of marketing communication they had used in the past. Afterwards, we visited eight selected farms, took professional photos of their products, and promoted them under one brand using our Facebook page Ours- Yours (Naše-Vaše). The methodology of the research was based on an analysis of Facebook posts, which were visualised, uniformly graphically processed photographs of the products. Contributions were advertised on radio located 50 kilometres from the farms to ensure local marketing of the products. We measured demographic factors (gender and age) and users' interaction with individual posts. Research has shown that women between the ages of 45 -- 64, who follow Facebook mostly from their mobile phones, are most interested in Facebook posts with local fresh products (and information about them)
Social media networks are increasing in popularity and have been integrated into many aspects of daily life. Analysis of the ways in which individuals use social media is important for understanding social, cultural, and environmental issues. This study examines experiences of farmers’ market customers through their self- expression on social networks. Contributions to the Instagram social network based on the #farmersmarket hashtag were gathered on a single day, yielding 19,398 contributions created by 13,862 users. Six major linked hashtags were identified (#Organic, #Fresh, #Food, #Local, #Vegan, and #Healthy), providing key indicators of the characteristics of farmers’ markets that are valued by customers. Four customer segments were identified: Product Oriented, Emotional Oriented, Social Oriented, and Product-Social Oriented, with strong interconnections identified between these communities. The results of this study provide insights into consumer values and behaviors in the farmers’ market context and will be of practical use for future marketing and management.
Leak, Tashara M. (author), Benavente, Lisa (author), Goodell, L.Suzanne (author), Lassiter, Annie (author), Jones, Lorelei (author), and Bowen, Sarah (author)
Format:
Journal article
Publication Date:
2014
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 145 Document Number: D11562
6 pages., Online via UI e-subscription, Researchers used focus groups to analyze perspectives of graduates of an Extension-based Expanded Food and Nutrition Education Program (EFNEP). "Trust emerged as a central theme, because participants expressed a need for reliable information from known, credible sources and safe places to share information." Authors concluded that social media may be effective and establishing the trustworthiness of the social media site is essential to its use among low-income participants.
Shan, Liran (author), Regan, Aine (author), De Brun, Aoife (author), Barnett, Julie (author), Van der Sanden, Maarten C. A. (author), Wall, Patrick (author), and McConnon, Aine (author)
Format:
Journal article
Publication Date:
2013
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 142 Document Number: D06425
