13 pages, Online Behavioral Advertising (OBA), a recently emerging format of internet advertising, targets users based on their past online behaviors. This study examines the impact of OBA on consumer attitudes and impulse buying behavior, while exploring the moderating influence of privacy concerns, a crucial factor given that OBA relies on personal data collection. To test our conceptual model, we conducted surveys in Korea and France, to further analyze the potential cultural distinctions. Our findings, derived from a series of linear regression models, reveal that OBA significantly affects consumers' impulse buying, with this effect mediated by consumers' attitudes toward OBA. Moreover, consumers' privacy concerns weaken the positive effect of OBA on attitudes. Notably, we observe significant cultural differences, with these effects primarily manifesting in the Korean sample. Our study provides valuable insights for creating effective online advertising strategies that contribute to consumers' purchase funnel, ultimately leading to purchases, while addressing privacy concerns and cultural variations.
23 pages, Cotton is the most significant natural fiber in the world and an important part of the global economy. Yet, the cotton industry faces several challenges in securing its place in the global fiber market share, reaching new consumers, and maintaining relationships with current consumers. Furthermore, the cotton industry has a unique opportunity to share evidence-based information with followers through its product marketing on social media. The study described herein used content analysis to explore Instagram content on the @discovercotton profile. Content included categories of promoted products (i.e. women, men, children, or home); comments, posts, and caption stimuli; and most frequently used word, hashtag, and retail partner stimuli. We analyzed 434 Instagram stimuli (244 single photos, 142 carousels, and 48 videos) from March 2, 2021, to March 2, 2023. Across all stimuli, there were 110,143 likes and 5,799 comments with total response (engagement: likes and comments) reaching 115,942. We found that women’s products were promoted most often followed by men, home, and children—only 8.48% of stimuli depicted cotton, a cotton plant, or the seal of cotton. We identified six major themes in caption stimuli on @discovercotton: qualities of cotton, style, sustainability, check the label, women, and cotton production. Cotton was the most frequently used word stimuli in captions, and cotton as a fabric was the most promoted theme.
7pgs, Hemp growers say the social media giant’s advertising ban on certain products is stymying the nascent industry, with “incalculable” potential losses.
21 pages, Social media and the internet have impacted how companies and organizations advertise to consumers. Digital advertising has created the opportunity to engage with consumers, target specific groups, and capture metrics of use to help build effective advertising strategies. The floral industry is a large sector within the agricultural arena, which is primed to engage with young consumers. This research examined the effectiveness of utilizing static and animated social media advertisements to increase consumers’ intention to purchase floral products. Using an online survey and an experimental design, this study examined 8,488 respondents’ intention to purchase floral products after viewing static and animated social media advertisements. This study identified respondents’ attitudes, social norms, age, and internet use to be significant predictors in their intent to purchase floral products. Recommendations from a theoretical and applied perspective are discussed within relation to the study’s findings to advance strategic advertising in the floral industry.
13 pages, Current study was conducted during 2020 by Department of Economics, Fatima Jinnah Women
University, Rawalpindi, Pakistan to study evaluate the marketing channel of vegetables in
Punjab pertaining to farm’s profitability and the factors determining this profit based on primary
data collected from 100 farmers each for 4 selected vegetables . Data were collected through
structured questionnaire from 36 villages out of 7 cities of Faisalabad division while from 28
villages out of 5 cities of Bahawalpur division through purposive sampling technique. Gross
margin analysis and mean regression was done to estimate the determinants of profit both at
division level and for the pooled data. The gross margin per acre was calculated at Rs.171,676
for cucumber, Rs. 171,649 for green chilies, Rs. 315,229 for tomatoes and Rs. 33,002 for onions.
The regression results showed age, farming experience, credit and storage facilities, production
cost and commission to the middle man as significantly contributing factors in profit while
the choice of production technique appeared to be particularly depending on the educational
qualification of selected farmers. The peak age that yielded maximum profit was calculated at
49 and 42 years in Faisalabad and Bahawalpur division, respectively. Experience of farmers
was significantly increased in profit. The commission to agent surpasses all other payments that
farmers incurred during marketing process. The margin was around 39% and 33% of total cost
for cucumber and chilies in Faisalabad while 34% and 43% percent for tomatoes and onion in
Bahawalpur. So the enactment of farmers with middle man for the sale of crop was due to heavy
reliance on them for loans; around 80 percent famers in Faisalabad while about 40 percent
in Bahawalpur sought loans from middle man. The study suggested that healthy competition
among farmers by providing them adequate storage facilities, sufficient credit, perfect market
information and education could contribute positively in adopting advanced modes of production
to minimize the production and marketing cost.
13 pages, The purpose of this paper is to consider role of branding agricultural products in better market valorization. The benefit of branding is especially significant for rural and insufficiently developed environment. The problems of rural environments are multidimensional, but revitalization and improvement of development leads to strengthening competitiveness of these areas. The higher price of products enables the increase of income of agricultural workers, as well as diversification of the rural economy and creation of conditions of better socioeconomic aspects in rural environments. Creation of a more desirable image of an agricultural product most often has a strong reflection on the area of origin, as well as on reformation of the social attitude towards that environment. Branded products and services have a higher market value, due to which legal aspects enabling not only branding, but maintenance of a brand as well, are of special significance.
8pgs, Following is Agri Marketing's annual listing of the largest marketing communications agencies whose clients sell products and services within the agricultural industry and/or to the rural lifestyle consumer.
