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2. Exploring social media and online communication use by direct-to-consumer agricultural businesses in upstate New York
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Weingarten, Katerina (author), Settle, Quisto (author), Harvey, Linnea (author), and Cartmell, Dwayne (author)
- Format:
- Journal Article
- Publication Date:
- 2023
- Published:
- USA: Association for Communication Excellence
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 206 Document Number: D12936
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- V.107, Iss.2
- Notes:
- 24 pages, The popularization of social media and an increased interest in local food has led to the need for an online presence of direct-to-consumer agricultural producers. The COVID-19 pandemic quickly pushed the transition from traditional marketing practices to digital marketing practices, further emphasizing the importance of an online presence for small businesses. To better understand the perceptions of direct-to-consumer agricultural businesses, this study sought to understand the current use of social media and online communication and the challenges faced, related to social media and online communication, among these producers. Ten direct-to-consumer agricultural business personnel were interviewed to examine their social media and online communication use. Direct-to-consumer agricultural businesses are using Facebook as a primary social media platform and finding time to focus on social media and online communication is a challenge for agricultural personnel. A website is important to direct-to-consumer agricultural businesses, however many do not currently have a website. Direct-to-consumer agricultural businesses believe social media and an online communication are important to the growth and success of the business and are interested in educational materials and professional support to improve their online presence.
3. How digital communications contribute to shaping the career paths of youth: a review study focused on farming as a career option
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Unay‑Gailhard, İlkay (author) and Brennen, Mark A. (author)
- Format:
- Online article
- Publication Date:
- 2022-08-01
- Published:
- USA: Springer
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12601
- Journal Title:
- Agriculture and Human Values
- Notes:
- 18pgs, Can the power of digital communications create opportunities for overcoming generational renewal problems on farms? This interdisciplinary review explores the reported impacts of digital communication on career initiation into farming from a global perspective via the lens of career theories. Seventy-three papers were synthesized into two domains: (1) the impact of digital communication interactions on farming career initiation, and (2) the dynamics of digital communication initiatives that create opportunities to inspire youth into farming. The finding shows that the mainstream literature primarily aims to support the continuity of farming careers but pay little attention to the potential of digital communication to attract youth into farming. This review argues that career communications for farming receives insufficient attention, and could be better integrated into agricultural communications strategies by using the potential of digital communications. Study concludes that while economic and geographic factors, as well as societal and cultural norms, lead to negative perceptions on farming careers, there are three pathways that may contribute to breaking down these negative perceptions. Firstly, taking the changing nature of career motivations, such as the trend towards sustainable farming linked to self-fulfillment, among today’s youth into consideration is essential. Secondly, highlighting technological advances in digital agriculture practices, like geographical flexibility or innovation capacity of farming, for example, is important to increase awareness about new opportunities in the profession. Lastly, communication campaigns with targeted groups (e.g., young females) play a role to change the negative perceptions of the rural way of life and the farming profession.
4. Local food movement gains momentum under COVID-19
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Hiller, Stephanie (author)
- Format:
- News article
- Publication Date:
- 2020
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11710
- Journal Title:
- High Country News
- Journal Title Details:
- May
- Notes:
- 8 pages., Originally published by Yes! magazine and reproduced by High Country News as part of the SoJo Exchange of COVID-19 stories from the Solutions Journalism Network., Some consumers have turned to community agriculture as the pandemic strains the nation's food system.
5. Resolution on the protection of children from digital food marketing
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Format:
- Report
- Publication Date:
- 2019
- Published:
- International
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 130 Document Number: D11277
- Notes:
- 7 pages., Trans Atlantic Consumer Dialogue, coordinated by Consumers International, London, United Kingdom. Document Number: Food 40.19., Resolution offers recommendations for EU and U.S. governments to develop policies and regulations to effectively protect children, including adolescents, from unregulated and inappropriate food marketing in digital media and techniques.
6. Retail promotion and advertising in the green industry: an overview and exploration of the use of digital advertising
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Barton, Susan S. (author) and Behe, Bridget K. (author)
- Format:
- Journal article
- Publication Date:
- 2017-02
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12597
- Journal Title:
- HortTechnology
- Journal Title Details:
- Vol. 27, Iss. 1
- Notes:
- 8pgs, The retail portion of the green industry, valued at $50.55 billion, continues to provide a major connection between the industry and consumers. Given the importance of retailers in the green industry and little research exists that documents their advertising practices and impacts, the 2013 Trade Flows and Marketing Practices survey included questions to capture data for retail-only firms. This paper reports on the percentage of sales retailers allocate to promotion and advertising, including a breakdown of media used; point-of-sale (POS) materials and how they are acquired; how green industry retailers are using social media and mobile marketing [in particular, quick response (QR) codes]; the methods retailers use to collect customer demographics; customer loyalty programs (CLP); and how they are managed by retailers and a comparison of retail firms’ advertising practices by size of firm. A combination of mailed and Internet-distributed surveys resulted in a total of 699 useable retail business responses with greater than or equal to $1000 in annual revenue. The median expenditure as a percentage of sales on advertising was 3.6% for all retail firms responding with 33.7% spending no dollars on advertising. In examining the distribution based on media type, the Internet was the most frequently listed by firms (32.3%) with a mean expenditure of 42.5% of total advertising dollars. Social media was listed second most frequently (21.5%) with a mean expenditure of 29.6%. Newspapers were listed as the third most frequently used type of media (18.0%). Social media use is strong and among social media platforms, Facebook (60%) far exceeds any other platform. A third of the respondents (34.2%) reported the use of POS materials. A very small percentage of firms (3.0%) reported using QR codes and 19.4% reported having a CLP. Of those, 45.8% used customer purchase cards, whereas 35.4% used POS software. Nearly 33% of the firms collected demographic information about their customers. Of those, the method with the highest percentage use (multiple responses were permitted) was social media (50.7%) followed by CLP (48.9%), web visits (34.5%), questionnaires (15.7%), social coupons (13.5%), census data (3.9%), and marketing firms (3.1%). There were firm-size differences in seasonal employees and mean sales per employee with large firms having greater numbers than hobby, small- or medium-sized firms. There were no differences in the percentage of advertising media allocations based on firm size, but large firms used web visits, social coupons, and social media more than other types of firms to collect customer demographics. While, green industry retailers are currently using social media for marketing green industry goods, they have much more opportunity to use electronic media for CLPs and to begin using QR codes or other mobile-centric technologies to deliver in-store promotional information to consumers.
7. Social media use for farmers market communications in illinois
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Tao, Dandan (author), Ruth, Taylor Kathryne (author), Maxwell, Janie (author), and Feng, Hao (author)
- Format:
- Journal article
- Publication Date:
- 2020-12
- Published:
- United States: Extension Journal, Inc.
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12275
- Journal Title:
- Journal of Extension
- Journal Title Details:
- vol. 58, num. 6
- Notes:
- 9 pages, Social media has been recognized as a powerful tool supporting communication of many topics in the agriculture industry. We explored the use of social media platforms among farmers market managers and specialty crop growers in Illinois through an online survey. Facebook, Instagram, and Twitter were platforms used by the majority of respondents. We found that social media was used primarily for communicating with consumers for marketing purposes. We identified major training needs of farmers market stakeholders related to using social media to promote business and convey food safety information.
8. The latest in digital marketing
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Schenck, Bob (author), Herman, Matt (author), Arnold, James (author), Rao, Steve (author), Tourte, Don (author), West, Bob (author), and Yuskis, Courtney (author)
- Format:
- Journal article
- Publication Date:
- 2018-01
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D09299
- Journal Title:
- Agri Marketing
- Journal Title Details:
- 56(1) : 16, 18-19