20 pages., Agricultural communication covers all kinds of human communications involving agriculture, food, natural resources and rural interests. Such communications exchange and deliver the information of the agricultural and natural resource industries to the right receivers through effective media. Storytelling in marketing is also a managerial application; it is a marketing strategy that includes the agricultural industry. While an increasing number of agricultural businesses are promoting the application of agricultural stories in marketing and facilitating increases in the consumption of agricultural products, few researchers have explicitly developed valid tools for measuring the constructs of agricultural stories. This study continued previous research on effective model of storytelling in agricultural marketing, with the aim of exploring the constructs of a good agricultural story and developing the “Agricultural Story Scale” to measure them. Thirteen items measuring three factors—authenticity, narrative, and protagonist’s distinctiveness—were confirmed to have satisfactory structural model fit. The findings of the study and recommendations that contribute to both theoretical and practical implications are reported.
Keywords: Agricultural Story; Agricultural Communication; Measurement; Storytelling; Storytelling in Marketing
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 2 Document Number: B00249
Notes:
AgComm Teaching. Review of Extension Research 1946/47-1956, Extension Service Circular 506, U.S. Department of Agriculture, Washington, D.C., Burlington, Vermont: Vermont Agricultural Extension Service, Editorial Office. 30 pp.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 198 Document Number: D09667
Notes:
Summary notes from a podcast presented to members of the Agricultural Communicators Network (AAEA) by Greg Horstmeier, editor-in-chief of DTN, Omaha, Nebraska. 1 page.
Ward, William B. (author / Professor of Agricultural Journalism and Head of the Department of Extension Teaching and Information, Cornell University) and Professor of Agricultural Journalism and Head of the Department of Extension Teaching and Information, Cornell University
Format:
Book chapter
Publication Date:
1959
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: B04322
Notes:
In: Ward, William B. Reporting agriculture : through newspapers, magazines, radio, television. 2nd ed. Ithaca, NY : Comstock Publishing Associates, 1959. p. 150-173
