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.
Burusphat, Lertlak (author) and Development Support Communication Service, United Nations Development Programme, Bangkok, Thailand.
Format:
Paper
Publication Date:
1975-12
Published:
Thailand
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 176 Document Number: C30303
Notes:
DSCS/RB/311. Presented at the Conference on Family Planning Communication, East-West Communication Institute, East-West Center, Honolulu, Hawaii, December 1-5, 1975. 39 pages.
13 pages, This paper presents the use of thematic collages as a methodological innovation to participatory photography as a research framework. Participatory photography was used to understand the subjective “off-script” motivations behind the full or partial adoption of Zero Budget Natural Farming (ZBNF) by members of women’s self-help groups in Andhra Pradesh, India. The addition of thematic collages to existing participatory photography methods was developed as a mechanism to better support the dialogic generation of new Freirean “generative themes” for investigation by a group. Further, the use of thematic collages invites the integration of “renegade” or non-thematic images into participant group analysis. ZBNF is an agricultural practice that has become an extension priority in Andhra Pradesh. It emphasizes the use of defined chemical-free inputs and regenerative farming techniques as a holistic approach toward socio-ecological resilience. As part of an interdisciplinary research project, this participatory photography design was piloted parallel to a soil science experiment in three geographically distinct agroecological zones in Andhra Pradesh. We show how participatory photography, with the novel addition of thematic collages, can be integrated into interdisciplinary research as a method to discover the underlying motivations to adopt agricultural practices and participate in agricultural movements like Zero Budget Natural Farming.
15 pages., "Images with a negative valence trounced those with a positive tone in frequency and intensity, a finding that favors the more vocal opponents of genetic engineering."
