14 pages., via online journal, As online selling of products like living plants increases, it is increasingly important to understand how millennial-aged consumers perceive the purchasing experience. New-media technologies like social media, e-newsletters, and other forms of digital communication are easily adopted by millennial-aged consumers. One of these tools, 360-degree video, offers novel ways to preview products offered online and look inside local brick-and-mortar stores, which can be visited in person. Sales of horticultural goods online have been slow to be developed by industry veterans, creating ample opportunities available to new ventures. This qualitative study used a series of three focus groups to answer the research questions of RQ1: What challenges exist for garden centers attracting millennials? RQ2: What are millennials preferences for purchasing live plants online? RQ3: What aspects of digital online marketing influence millennials to make decisions? RQ4: What are millennials preferences for 360-degree video? Results of this study indicate 360-degree video is not the preferred avenue for marketing plants online to millennials, however, high-quality photos and video with educational content and the use of social media could be effective.
Kim, Youngyiil (author) and International Association for Media and Communication Research, London, UK.
Format:
Abstract
Publication Date:
2010-07-18
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 179 Document Number: C36274
Notes:
Retrieved 03/22/2011, Via online. Page 43 in Book of Abstracts: Mediated Communication Public Opinion and Society Section of the IAMCR Conference, Braga, Portugal, July 18-22, 2010.
Gordon, Nickesia (author) and Sorensen, Kristin (author)
Format:
Book chapter
Publication Date:
2012
Published:
International: Peter Lang Publishing, Inc., New York City, New York
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D00331
Notes:
Pages 275-289 in Pauline Hope Cheong, Judith N. Martin and Leah P. Macfadyen (eds.), New media and intercultural communication: identify, community and politics. Peter Lang Publishing, Inc., New York City, New York. 337 pages.
Farm Journal Media reports staffing for "U.S. Farm Report," weekly television program. Also, "a full-scale introduction of the Top Producer digital edition is planned in September."
USA: Oxford University Press, New York City, New York.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D06837
Notes:
Includes perspectives about reporting techniques used in the CBS documentary, "Harvest of Shame." Also refers to communications impacts of the classic book, Silent Spring, by Rachel Carson.
