Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 127 Document Number: D02716
Notes:
Paper presented at the 2014 AAEA/EAAE/CAES joint symposium: Social networks, social media and the economics of food, Montreal, Canada, May 29-30, 2014. 14 pages.
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.
Grebitus, Carola (author), Roosen, Jutta (author), and Seitz, Carolin (author)
Format:
Poster
Publication Date:
2014-05-01
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 127 Document Number: D02726
Notes:
Poster presented at the 2014 Agricultural and Applied Economics Association joint AAEA/EAAE/CAES symposium: Social networks, social media and the economics of food, Montreal, Canada, May 29-30, 2014. 2 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 173 Document Number: C29393
Notes:
Via Kitchen Garden Network, Shaw Island, WA. 2 pages., Commentary about the potential value of social media for the "little guy" to take part in discussions aboug farming, food and agriculture. Three responses.
