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.
Germany: Springer-Verlag Berlin Heidelberg New York
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C20152
Notes:
217 pages, Reports the results of a research project among German consumers to "develop target-group oriented public relations and information policies for the food industry."
Moustier, Paule (author) and Nguyen, Thi Tan Loc (author)
Format:
Book chapter
Publication Date:
2010
Published:
Vietnam
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C37109
Notes:
See C37105 for original, Pages 185-197 in Alessandro Bonanno, Hans Bakker, Raymond Jussaume, Yoshio Kawamura and Mark Shucksmith (eds.), From community to consumption: new and classical themes in rural sociological research. Research in Rural Sociology and Development, Volume 16. Emerald Group Publishing Ltd., Bingley, U.K. 275 pages.
