20 pages., via online journal., For over 70 years the use of opinion leaders in a two-step communication process has been employed and validated. However, despite the accepted importance of communicating with opinion leaders as a means to cascade information to opinion leaders’ networks of influence there have been few empirical studies specifically examining agricultural and natural resource opinion leader communication channel preferences, particularly from an audience segmentation perspective. The results reported in the study capitalize on previous research data examined from a unique perspective. Specifically, communication channel preferences were analyzed according to opinion leader self-reported demographic categories serving as audience segments. Associations between sex, age, level of employment, level of education and geographical region and communication channel preference were analyzed. The results of the study are descriptive and foundational in nature. Overall, the results indicate a dedicated web page or blog is the most preferred communication channel across all audience segments and conference calls are the least preferred communication channel across the majority of audience segments. The Facebook group communication channel had the most variability between audience segments and the LinkedIn group communicational channel had the largest observed effect sizes among audience segments.
14 pages., via online journal, As online selling of products like living plants increases, it is increasingly important to understand how millennial-aged consumers perceive the purchasing experience. New-media technologies like social media, e-newsletters, and other forms of digital communication are easily adopted by millennial-aged consumers. One of these tools, 360-degree video, offers novel ways to preview products offered online and look inside local brick-and-mortar stores, which can be visited in person. Sales of horticultural goods online have been slow to be developed by industry veterans, creating ample opportunities available to new ventures. This qualitative study used a series of three focus groups to answer the research questions of RQ1: What challenges exist for garden centers attracting millennials? RQ2: What are millennials preferences for purchasing live plants online? RQ3: What aspects of digital online marketing influence millennials to make decisions? RQ4: What are millennials preferences for 360-degree video? Results of this study indicate 360-degree video is not the preferred avenue for marketing plants online to millennials, however, high-quality photos and video with educational content and the use of social media could be effective.