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    2. Measuring agricultural means of influence on young adults via Instagram in the United States

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Bennett, Samantha (author), Martin, David S. (author), Sawyer, Jason T. (author), Rodning, Soren P. (author), and Mulvaney, Don (author)
    Format:
    Journal article
    Publication Date:
    2024-08-16
    Published:
    USA: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 208 Document Number: D13237
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    V.108, Iss.2
    Notes:
    12 pages, Notable differences have been observed in how society perceives and understands the agricultural industry. Consumers today are concerned with how their food is raised and produced, and drastic changes in how information is gathered regarding those subjects have occurred due to the rapid development of digital media. As a result, the agricultural industry has fallen behind in ensuring accurate information is shared about the daily work done to feed the world. A form of digital media that has infiltrated the daily lives of society is social media (SM). This study sought to evaluate the impact established agricultural social media influencers (SMIs) on Instagram can have on changing participants' perceived knowledge regarding several agricultural topics. Participants were recruited through the platform Prolific and were asked to complete an anonymous Qualtrics survey. Survey questions were asked before and after participants were shown example images of agricultural SMIs. Data collected were analyzed utilizing IBM SPSS (Version 28) to compare pre-image and post-image results to determine the contents' impact on participants' perceived knowledge of subjects relating to agriculture. Results indicated significant differences between the pre-image and post-image perceived knowledge results and between different forms of reported engagement willingness.

    4. Social media influencer marketing and children’s food intake: A randomized trial

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Coates, Anna E. (author), Hardman, Charlotte A. (author), Halford, Jason C. G. (author), Christiansen, Paul (author), and Boyland, Emma J. (author)
    Format:
    Journal article
    Publication Date:
    2019-03
    Published:
    American Academy of Pediatrics
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10248
    Journal Title:
    Pediatrics
    Journal Title Details:
    143(4)
    Notes:
    11 pages., Via online journal article, OBJECTIVES: To examine the impact of social media influencer marketing of foods (healthy and unhealthy) on children’s food intake. METHODS: In a between-subjects design, 176 children (9–11 years, mean 10.5 ± 0.7 years) were randomly assigned to view mock Instagram profiles of 2 popular YouTube video bloggers (influencers). Profiles featured images of the influencers with unhealthy snacks (participants: n = 58), healthy snacks (n = 59), or nonfood products (n = 59). Subsequently, participants’ ad libitum intake of unhealthy snacks, healthy snacks, and overall intake (combined intake of healthy and unhealthy snacks) were measured. RESULTS: Children who viewed influencers with unhealthy snacks had significantly increased overall intake (448.3 kilocalories [kcals]; P = .001), and significantly increased intake of unhealthy snacks specifically (388.8 kcals; P = .001), compared with children who viewed influencers with nonfood products (357.1 and 292.2 kcals, respectively). Viewing influencers with healthy snacks did not significantly affect intake. CONCLUSIONS: Popular social media influencer promotion of food affects children’s food intake. Influencer marketing of unhealthy foods increased children’s immediate food intake, whereas the equivalent marketing of healthy foods had no effect. Increasing the promotion of healthy foods on social media may not be an effective strategy to encourage healthy dietary behaviors in children. More research is needed to understand the impact of digital food marketing and inform appropriate policy action.

    8. Rosé berries have arrived

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Goodyear, Dana (author) and The New Yorker
    Format:
    Online article
    Publication Date:
    2019-08-11
    Published:
    United States: Condé Nast
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11314
    Notes:
    5 pages., via online magazine publication

    9. Agricultural communicators' use of mobile devices and social media in the USA

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Hawley, John L (author), Hall, Kelsey (author), and Chowdhury, Ataharul (author)
    Format:
    Journal article
    Publication Date:
    2018
    Published:
    USA: Australasia-Pacific Extension Network (APEN)
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 124 Document Number: D11207
    Journal Title:
    Rural Extension and Innovation Systems Journal
    Journal Title Details:
    14(1) : 101-109
    Notes:
    The article reports findings of a media-use survey conducted among agricultural communicators attending a meeting of the National Association of Farm Broadcasting. A majority of respondents reported using a variety of social media for work, with smartphones being the most common device used. Among other recommendations, authors suggested that respondents should continue to use Facebook and Twitter to engage their stakeholder groups in conversations about agriculture. The survey identified stakeholder groups of the communicator respondents.

    11. Sewing brand messages on social media: a content analysis of Cotton Incorporated’s Instagram content stimuli

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Kainer, Madalynn (author), Leggette, Holli (author), Wingenbach, Gary (author), Chappell, Thomas (author), and Palmer, Karissa (author)
    Format:
    Journal article
    Publication Date:
    2024
    Published:
    USA: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 208 Document Number: D13308
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    108(2) : Article 5
    Notes:
    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.

    12. Social media: a challenge for the agri-food industry

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Kayser, Maike (author), Kroger, Rhena (author), and Theuvsen, Ludwig (author)
    Format:
    Poster
    Publication Date:
    2014-05
    Published:
    International
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 190 Document Number: D02715
    Notes:
    Poster presented at the 2014 AAEA/EAAE/CAES joint symposium, Social networks, social media and the economics of food, Montreal, Canada, May 29-30, 2014. 3 pages.

    13. Why websites work: An examination of interdisciplinary agricultural center websites

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    McLeod, Ashley (author), McKee, Valerie (author), Woodall, Savannah (author), McKee, Brandon (author), and Rumble, Joy (author)
    Format:
    Online journal article
    Publication Date:
    2018
    Published:
    USA: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10138
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    102(4)
    Notes:
    16 pages, via online journal article, This study examined the online content of interdisciplinary agricultural center webpages. Content modification dates, mission statements, and content were determined through a content analysis. Many of the websites did not mention a modification date for the content, while many websites had outdated content mostly older than six months. More than two-thirds of the websites provided PDFs that visitor could download to learn more about topics, by many of the websites lacked any media element that was being coded. Additionally, many websites did not use multiple forms of media. More than half of the websites were coded as lacking any social media content or plugins, but out of the websites that did include social media content, Facebook was the most prevalent. The commonalities between the center’s mission displayed on the website and the content theme were analyzed and chi-square tests provided the degree of association. A significant association existed and an alignment between communication strategies and missions of the centers was concluded, which is important when organizations communicate about agricultural science as indicated by previous literature. It is recommended that centers communicate via their websites in a timely manner and allow modification times to be seen to viewers to show their information is up-to-date. Website media content should also be diversified and communicators of these centers should explore the unique communication opportunities provided by social media. Future research should explore the target audience of interdisciplinary agricultural centers and should analyze the messages centers are using to communicate with those audiences.

    17. Desert art, offline

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Paoletta, Kyle (author)
    Format:
    Review
    Publication Date:
    2021-03
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12163
    Journal Title:
    High Country News
    Journal Title Details:
    52(3) : 44
    Notes:
    Online from publisher via subscription., Instagram-ready installations often frame the desert as austere. What are the alternative ways of looking at the land? Author invites engaging with the reality of the desert rather than the cartoon of it.

    18. Customer experience with farmers' markets: what hashtags can reveal

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Pilai, Ladislav (author), Balcarova, Tereza (author), Rojik, Stanislav (author), Ticha, Ivana (author), and Polakova, Jana (author)
    Format:
    Journal article
    Publication Date:
    2018
    Published:
    International
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 12 Document Number: D10413
    Journal Title:
    International Food and Agribusiness Management Review
    Journal Title Details:
    21(6) : 754-770
    Notes:
    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.

    19. Questionnaire vs. social media analysis - case study of organic food

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Pilar, Ladislav (author), Kvasnickova, Lucie (author), Gresham, George (author), Polakova, Jana (author), Rojik, Stanislav (author), and Petkov, Rosen (author)
    Format:
    Journal article
    Publication Date:
    2018-09-30
    Published:
    International
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10283
    Journal Title:
    Agris On-line Papers in Economics and Informatics
    Journal Title Details:
    10(3) : 93-101
    Notes:
    via online journal, The amount of European farm acreage devoted to organic foods has been increasing each year over the past three decades, as farmers strive to meet consumer demand for these products. To understand what factors drive this demand, researchers have focused on the end customers' perception of organic food and their motivations to purchase it. The standard research methods are questionnaires and literature review; however, these tend to be expensive, time consuming, or involve work with secondary data. This paper compares 14 studies carried out using standard research methods with the results of a social network analysis based on 344,231 posts by 73,380 Instagram users. The result of the comparison shows that in the case of organic food, the characteristic of "healthy" is the most important one to customers, both based on questionnaire surveys and the social network analysis. Moreover, based on these two analyses, 4 key areas can be identified as factors that are important to customers buying organic food: (1) health consciousness, (2) ecological motives, (3) tasty and (4) hedonism. As the results indicate, social network analysis can be considered a method with a high potential for gaining a greater insight into customers' perceptions.

    20. Customer experience with organic food: global view

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Pilař, Ladislav (author), Stanislavská, Lucie Kvasničková (author), Rojík, Stanislav (author), Kvasnička, Roman (author), Poláková, Jana (author), and Gresham, George (author)
    Format:
    Online journal article
    Publication Date:
    2018
    Published:
    United Arab Emirates University
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 34 Document Number: D10681
    Journal Title:
    Emirates Journal of Food and Agriculture
    Journal Title Details:
    30(11): 918-926
    Notes:
    9 pages., via online journal., In recent years, organic food production has been rising dramatically both in the EU and the USA. Previous research on consumer perception of organic food has mainly employed questionnaire survey methods. However, in the current age of the social network phenomenon,social media could prove to be a rich source of data. Increasingly, consumers are using social networks to share personal attitudes and experiences. This shared content could inform us about consumer opinions. Social network analysis and related sentiment analysis could allow identification of consumers’ experience and feelings about organic food. We investigated the perception of organic food using 1,325,435 Instagram interactions by 313,883 users worldwide. The data were recorded between July 4, 2016, and April 19, 2017. We identified three major hashtag areas (healthy, vegan, and clean food). The sentiment analysis revealed three dominant areas related to the #organicfood hashtag (feelings, taste, and appearance). Cluster analysis extracted four areas, as follows: Healthy living, Vegetarian, vegan, and raw diets, Clean eating, and Active healthy living. The mentioned communities are significant and useful at identification of customers values for farmers organic food product management and marketing communication in terms of product positioning.