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2. Agricultural communicators' use of mobile devices and social media in the USA
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Hawley, John L (author), Hall, Kelsey (author), and Chowdhury, Ataharul (author)
- Format:
- Journal article
- Publication Date:
- 2018
- Published:
- USA: Australasia-Pacific Extension Network (APEN)
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 124 Document Number: D11207
- Journal Title:
- Rural Extension and Innovation Systems Journal
- Journal Title Details:
- 14(1) : 101-109
- Notes:
- The article reports findings of a media-use survey conducted among agricultural communicators attending a meeting of the National Association of Farm Broadcasting. A majority of respondents reported using a variety of social media for work, with smartphones being the most common device used. Among other recommendations, authors suggested that respondents should continue to use Facebook and Twitter to engage their stakeholder groups in conversations about agriculture. The survey identified stakeholder groups of the communicator respondents.
3. Case studies using social media events and stories to increase program participation
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Stearns, Stacey (author / University of Connecticut)
- Format:
- Presentation
- Publication Date:
- 2018-08
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 199 Document Number: D09901
- Notes:
- Presentation at the Association of Communication Excellence (ACE) conference during the Agricultural Media Summit, Scottsdale, Arizona, August 4-8, 2018. 18 pages.
4. Customer experience with farmers' markets: what hashtags can reveal
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Pilai, Ladislav (author), Balcarova, Tereza (author), Rojik, Stanislav (author), Ticha, Ivana (author), and Polakova, Jana (author)
- Format:
- Journal article
- Publication Date:
- 2018
- Published:
- International
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 12 Document Number: D10413
- Journal Title:
- International Food and Agribusiness Management Review
- Journal Title Details:
- 21(6) : 754-770
- Notes:
- 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.
5. Customer experience with organic food: global view
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Pilař, Ladislav (author), Stanislavská, Lucie Kvasničková (author), Rojík, Stanislav (author), Kvasnička, Roman (author), Poláková, Jana (author), and Gresham, George (author)
- Format:
- Online journal article
- Publication Date:
- 2018
- Published:
- United Arab Emirates University
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 34 Document Number: D10681
- Journal Title:
- Emirates Journal of Food and Agriculture
- Journal Title Details:
- 30(11): 918-926
- Notes:
- 9 pages., via online journal., In recent years, organic food production has been rising dramatically both in the EU and the USA. Previous research on consumer perception of organic food has mainly employed questionnaire survey methods. However, in the current age of the social network phenomenon,social media could prove to be a rich source of data. Increasingly, consumers are using social networks to share personal attitudes and experiences. This shared content could inform us about consumer opinions. Social network analysis and related sentiment analysis could allow identification of consumers’ experience and feelings about organic food. We investigated the perception of organic food using 1,325,435 Instagram interactions by 313,883 users worldwide. The data were recorded between July 4, 2016, and April 19, 2017. We identified three major hashtag areas (healthy, vegan, and clean food). The sentiment analysis revealed three dominant areas related to the #organicfood hashtag (feelings, taste, and appearance). Cluster analysis extracted four areas, as follows: Healthy living, Vegetarian, vegan, and raw diets, Clean eating, and Active healthy living. The mentioned communities are significant and useful at identification of customers values for farmers organic food product management and marketing communication in terms of product positioning.
6. Of sows and social media
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Mills, Becky (author)
- Format:
- Article
- Publication Date:
- 2018-02-01
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 170 Document Number: D09216
- Notes:
- The Agricultural Communicators Network. LaGrange, GA. 6 pages.
7. Questionnaire vs. social media analysis - case study of organic food
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Pilar, Ladislav (author), Kvasnickova, Lucie (author), Gresham, George (author), Polakova, Jana (author), Rojik, Stanislav (author), and Petkov, Rosen (author)
- Format:
- Journal article
- Publication Date:
- 2018-09-30
- Published:
- International
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10283
- Journal Title:
- Agris On-line Papers in Economics and Informatics
- Journal Title Details:
- 10(3) : 93-101
- Notes:
- via online journal, The amount of European farm acreage devoted to organic foods has been increasing each year over the past three decades, as farmers strive to meet consumer demand for these products. To understand what factors drive this demand, researchers have focused on the end customers' perception of organic food and their motivations to purchase it. The standard research methods are questionnaires and literature review; however, these tend to be expensive, time consuming, or involve work with secondary data. This paper compares 14 studies carried out using standard research methods with the results of a social network analysis based on 344,231 posts by 73,380 Instagram users. The result of the comparison shows that in the case of organic food, the characteristic of "healthy" is the most important one to customers, both based on questionnaire surveys and the social network analysis. Moreover, based on these two analyses, 4 key areas can be identified as factors that are important to customers buying organic food: (1) health consciousness, (2) ecological motives, (3) tasty and (4) hedonism. As the results indicate, social network analysis can be considered a method with a high potential for gaining a greater insight into customers' perceptions.
8. Why websites work: An examination of interdisciplinary agricultural center websites
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- McLeod, Ashley (author), McKee, Valerie (author), Woodall, Savannah (author), McKee, Brandon (author), and Rumble, Joy (author)
- Format:
- Online journal article
- Publication Date:
- 2018
- Published:
- USA: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10138
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 102(4)
- Notes:
- 16 pages, via online journal article, This study examined the online content of interdisciplinary agricultural center webpages. Content modification dates, mission statements, and content were determined through a content analysis. Many of the websites did not mention a modification date for the content, while many websites had outdated content mostly older than six months. More than two-thirds of the websites provided PDFs that visitor could download to learn more about topics, by many of the websites lacked any media element that was being coded. Additionally, many websites did not use multiple forms of media. More than half of the websites were coded as lacking any social media content or plugins, but out of the websites that did include social media content, Facebook was the most prevalent. The commonalities between the center’s mission displayed on the website and the content theme were analyzed and chi-square tests provided the degree of association. A significant association existed and an alignment between communication strategies and missions of the centers was concluded, which is important when organizations communicate about agricultural science as indicated by previous literature. It is recommended that centers communicate via their websites in a timely manner and allow modification times to be seen to viewers to show their information is up-to-date. Website media content should also be diversified and communicators of these centers should explore the unique communication opportunities provided by social media. Future research should explore the target audience of interdisciplinary agricultural centers and should analyze the messages centers are using to communicate with those audiences.