Small farmers’ use of social media and other channels for marketing their agricultural products

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Moreno-Ortiz, Carlos Alberto (author), Peterson, Dr. Donna J. (author), Collart, Alba J. (author), Downey, Laura (author), Seal, Susan (author), and Gallardo, Roberto (author)
    Format:
    Journal article
    Publication Date:
    2021-12-10
    URL:
    https://doi.org/10.34068/joe.59.04.19
    Published:
    United States: Clemson University Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D12409
    Journal Title:
    Journal of Extension
    Journal Title Details:
    Vol. 59, Iss. 4
    Subject Term:
    farmers, farmers' attitudes, marketing, survey, marketing methods, agricultural marketing, extension training, social media, small farmer, social media marketing, and smallholder farmers
    Notes:
    8 pages, We examined small farmers’ use of and preference for different channels for marketing agricultural products and explored differences by gender, age group, and education level. Farmers markets and social media were preferred channels, with participants under age 55 being more likely than those 55 and over to prefer and use social media and agree that social media would be useful for promoting products and increasing sales. While selling via social media could provide a larger market, one challenge is that the average age of Mississippi farm operators is 59. Therefore, Extension must consider multiple approaches for delivering training on marketing.

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