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Community Attitudes Toward Local Foods And Producers: The Role Of Warmth Versus Competence Across Demographics For Social Media Engagement., Danielle L. Eiseman, Andrea Stevenson Won
Community Attitudes Toward Local Foods And Producers: The Role Of Warmth Versus Competence Across Demographics For Social Media Engagement., Danielle L. Eiseman, Andrea Stevenson Won
Journal of Applied Communications
Connecting local food producers with consumers is useful for ensuring individuals have access to healthy, fresh, foods. Small farmers, however, lack the resources to effectively connecting with consumers through traditional forms of marketing. Marketing to consumers through social media is a low-cost method that local food producers can use to promote their products. Creating engaging content on social media can be challenging, thus there is a need for guidance on how to effectively engage with local consumers through social media. Studies in advertising have shown dimensions of warmth and competence can be useful frames for engaging consumers across a variety …
Interactive Infographics' Effect On Elaboration In Agricultural Communication, Erin Burnett, Jessica Holt, Abigail Borron, Bartosz Wojdynski
Interactive Infographics' Effect On Elaboration In Agricultural Communication, Erin Burnett, Jessica Holt, Abigail Borron, Bartosz Wojdynski
Journal of Applied Communications
In public health, politics, and advertising, interactive content spurred increased elaboration from audiences that were otherwise least likely to engage with a message. This study sought to examine interactivity as an agricultural communication strategy through the lens of the Elaboration Likelihood Model. Respondents were randomly assigned a static or interactive data visualization concerning the production of peaches and blueberries in Georgia, then asked to list their thoughts in accordance with Petty and Cacioppo’s thought-listing measure. Respondents significantly exhibited higher elaboration with the interactive message as opposed to the static, extending the results of past research in other communication realms to …
Consumers' Evaluations Of Genetically Modified Food Messages, Taylor K. Ruth, Joy N. Rumble
Consumers' Evaluations Of Genetically Modified Food Messages, Taylor K. Ruth, Joy N. Rumble
Journal of Applied Communications
Consumers are concerned about the risks related to genetically modified (GM) food, and there is a need for agricultural communicators and educators to address those concerns. The purpose of this study was to explore Florida residents’ latitudes of acceptance, rejection, and noncommitment toward GM food messages. The findings from this study can be used to guide communication and education campaigns for GM food. An online survey was distributed to a non-probability sample of 500 Florida residents to fulfill the purpose of the study. The messages that most aligned with the respondents’ views toward GM food discussed how potential risks related …