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2. An evaluation of festival activities as motives for festival attendance: a case study of Strawberry festival at the Redberry farm in George, South Africa
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Ramukumba, Takalani (author)
- Format:
- Journal article
- Publication Date:
- 2017
- Published:
- South Africa
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 133 Document Number: D11369
- Journal Title:
- African Journal of Hospitality, Tourism and Leisure
- Journal Title Details:
- 6(4)
- Notes:
- 12 pages., Online via open access. 11 pages., Findings from a case study prompted author to assert that it is imperative that festival organizers understand tourist motivations for attending festivals in order to conduct effective festival planning and achieve productive festival marketing position.
3. Building engagement in Facebook: A case study with Utah State University Extension
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Kesler, Kenna R. (author), Hall, Kelsey (author), and Spielmaker, Debra (author)
- Format:
- Journal article
- Publication Date:
- 2021-02
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12104
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- Vol. 105, Issue 1
- Notes:
- 24 pgs., In order to stay relevant in an online world, Extension must properly use social networking platforms to effectively reach diverse audiences regarding agricultural and natural resource issues. However, few studies have focused on how Extension uses Facebook to effectively accomplish its goal. This study’s purpose was to explore how Utah State University Extension Sustainability uses Facebook to engage followers. The researchers conducted a quantitative content analysis of 504 messages posted to the USU Extension Sustainability Facebook page. Graphics and links were the most common post characteristics used by the organization. Text-only posts and posts containing videos were utilized the least. Food was the most common area of sustainability discussed on the page. Posts containing videos, shared content, or that tagged other Facebook pages in messages experienced statistically significantly higher user engagement than posts without those characteristics. Posts containing hashtags experienced statistically significantly lower engagement. Neutral sentiment appeared in the majority of posts. Additionally, information seeking was the most dominant communicative function among the posts. Neither the type of sentiment nor communicative functions were significantly connected to engagement. Future research should determine changes in knowledge, attitudes, intentions, and behavior as a result of exposure to, and engagement with, the Facebook page. Additionally, a qualitative study determining consumers’ attitudes toward Facebook content can provide a deeper understanding of the audience’s thought processes and content preferences. Page administrators should craft engaging content that builds community among followers.
4. Climate change communication and the internet
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Koteyko, Nelya (author), Nerlich, Brigitte (author), and Hellsten, Iina (author)
- Format:
- Book
- Publication Date:
- 2017
- Published:
- United Kingdom: Routledge, Abingdon, Oxon, England.
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08908
- Notes:
- 217 pages.
5. Climate change communication and the internet: challenges and opportunities for research
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Koteyko, Nelya (author), Nerlich, Brigitte (author), and Hellsten, Iina (author)
- Format:
- Editorial
- Publication Date:
- 2015-04-15
- Published:
- UK: Taylor & Francis Group Ltd., 2 Park Square Oxford OX14 4RN United Kingdom
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 166 Document Number: D08442
- Journal Title:
- Environmental Communication
- Journal Title Details:
- 9 (2): 149-152
6. Critical questions for Big Data: provocations for a cultural, technological and scholarly phenomenon
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Boyd, Danah (author) and Crawford, Kate (author)
- Format:
- Journal article
- Publication Date:
- 2012-06
- Published:
- International
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 141 Document Number: D06310
- Journal Title:
- Information, Communication and Society
- Journal Title Details:
- 15(5) : 662-679
7. Effects of social media marketing on small-scale horse farms in the United States
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Carpenter, Ashley K. (author) and Dharmasena, Senarath (author)
- Format:
- Paper
- Publication Date:
- 2016
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D07637
- Notes:
- Selected paper presented at the Southern Agricultural Economics Association annual meeting, San Antonio, Texas, February 6-9, 2016. 6 pages., Brief review of the U.S. horse industry and description of a planned marketing communications project involving use of social media to sell breeding stock.
8. Emotion and Virality of Food Safety Risk Communication Messages on Social Media
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Wang, Xiajing (author), Nan, Xiaoli (author), and Stanley, Samantha (author)
- Format:
- Journal article
- Publication Date:
- 2021-10-01
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12305
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- Vol. 105, Issue 3
- Notes:
- 28 pages., This study investigates how the emotional tone of food safety risk communication messages predicts message virality on social media. Through a professional Internet content tracking service, we gathered news articles written about the 2018 romaine lettuce recall published online between October 30th and November 29th, 2018. We retrieved the number of times each article was shared on Twitter and Pinterest, and the number of engagements (shares, likes, and comments) for each article on Facebook and Reddit. We randomly selected 10% of the articles (n = 377) and characterized the emotional tone of each article using machine learning, including emotional characteristics such as discrete emotions, emotional valence, arousal, and dominance. Conveying negative valence, low arousal, and high dominance, as well as anger and sadness emotions were associated with greater virality of articles on social media. Implications of these findings for risk communication in the age of social media are discussed.
9. Exploring source credibility when communicating about agricultural science on twitter
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Fortne, Allison R. (author), Lamm, Alexa J. (author), Borron, Abigail (author), Holt, Jessica (author), and Moore, Allen J. (author)
- Format:
- Journal article
- Publication Date:
- unknown
- Published:
- USA: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12715
- Journal Title:
- Journal of Applied Communication
- Journal Title Details:
- Vol 106, N.3
- Notes:
- 18 pages, Universities must strategically communicate agricultural science to effectively reach millennials skeptical of agricultural innovations and constantly assessing the credibility of online information. Universities are trusted information sources and must maintain credibility on social media platforms such as Twitter, used by millennials to receive and share information. Source credibility seeks to understand message source and recipient characteristics that influence recipients’ perceptions of a source’s expertise and trustworthiness. The purpose of this study was to explore differences in engagement when specific factors affecting source credibility were emphasized when communicating with millennials about agricultural science on Twitter. The purpose was accomplished by describing the level of engagement and the differences in engagement observed between perceived gender, race, and age of university scientists. Over seven months, researchers wrote press releases about published journal articles authored by two or more diverse, university-affiliated scientists. They published multiple tweets about each release, with the only difference being the scientists’ headshots. Scientists were categorized as perceived male versus female, White versus Non-White, and older versus younger. Descriptive analysis of engagement metrics from 32 tweets found those with females performed better than those with males. Non-White scientist tweets performed better with the exception of engagement rate. Tweets featuring younger scientists received more engagement than older. The exploratory results implied tweets featuring young, Non-White females may elicit higher engagement. Future studies should examine if engagement metrics are correlated with source credibility dimensions. Strategically featuring diverse scientists in research communication may be utilized to build engagement in universities’ social media.
10. High Impact Extension Programming with Instagram
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Stock, Melanie (author)
- Format:
- Journal article
- Publication Date:
- 2020-12-01
- Published:
- USA: American Society for Horticultural Science
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12049
- Journal Title:
- Hort Technology
- Journal Title Details:
- Vol. 30, issue 6
- Notes:
- 5 pages, via Online journal, The social media service Instagram is a popular public platform, but often underused tool to reach new demographics, reduce barriers, and perpetuate science-based information in extension. In the U.S. Intermountain West, Instagram was the top-rated platform for sharing information by predominantly new and female farmers. This article provides recommendations on key behaviors, goal setting, and quantifying impact on Instagram for extension programming. Accounts should target one niche or market, a consistent and personal voice, and regular communication (new content at least three times weekly). Unique and productive connections between extension personnel, community leaders, farmers, students, and public influencers expands programming. Tracking program accounts, including the number of followers and engagement rates, can assess program impacts and target market needs.
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