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Flower Power: Testing Social Media Advertising Strategies For Floral Products, Rachel Corry, William R. Taylor, Jessica Holt, Hailey Bittles, Benjamin L. Campbell, Julie Campbell
Flower Power: Testing Social Media Advertising Strategies For Floral Products, Rachel Corry, William R. Taylor, Jessica Holt, Hailey Bittles, Benjamin L. Campbell, Julie Campbell
Journal of Applied Communications
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 …
Exploring Social Media And Online Communication Use By Direct-To-Consumer Agricultural Businesses In Upstate New York, Katerina Weingarten, Quisto Settle, Linnea Harvey, Dwayne Cartmell
Exploring Social Media And Online Communication Use By Direct-To-Consumer Agricultural Businesses In Upstate New York, Katerina Weingarten, Quisto Settle, Linnea Harvey, Dwayne Cartmell
Journal of Applied Communications
The popularization of social media and an increased interest in local food has led to the need for an online presence of direct-to-consumer agricultural producers. The COVID-19 pandemic quickly pushed the transition from traditional marketing practices to digital marketing practices, further emphasizing the importance of an online presence for small businesses. To better understand the perceptions of direct-to-consumer agricultural businesses, this study sought to understand the current use of social media and online communication and the challenges faced, related to social media and online communication, among these producers. Ten direct-to-consumer agricultural business personnel were interviewed to examine their social media …
"You Know, The South Is A Breeding Ground For Gluttony": A Qualitative Evaluation Of Dissonance Between Christian Beliefs And Eating Habits, Karli S. Yarber, Jefferson D. Miller, Jill Rucker, Lora Walsh
"You Know, The South Is A Breeding Ground For Gluttony": A Qualitative Evaluation Of Dissonance Between Christian Beliefs And Eating Habits, Karli S. Yarber, Jefferson D. Miller, Jill Rucker, Lora Walsh
Journal of Applied Communications
This research is intended to initiate understanding of how obesity in the South persists even though the majority of inhabitants subscribe to a faith that discourages unhealthy lifestyles. Grounded in the Cognitive Dissonance Theory, this study examined Protestant evangelical Christians in the South (N = 11), who participated in semi-structured interviews. The first emergent theme was that, to these Southerners, the purpose of food is for sustenance and survival, as well as for bringing people together. Most participants reported having an average level of knowledge of nutrition and health. Furthermore, participants generally agreed that marketing or educational efforts had little …
The Steaks Are High: Covid-19’S Impact On Direct-To-Consumer Marketing In The Oklahoma Beef Industry, Linnea Langusch, Dwayne Cartmell, Quisto Settle
The Steaks Are High: Covid-19’S Impact On Direct-To-Consumer Marketing In The Oklahoma Beef Industry, Linnea Langusch, Dwayne Cartmell, Quisto Settle
Journal of Applied Communications
The COVID-19 pandemic encouraged some beef producers to market their products directly to consumers. For many consumers the idea of buying beef products from local sources is appealing. Relationship management theory framed this study, as beef producers used relationship building as a path to product promotion. This study explored Oklahoma beef producers’ perceptions of changes that have occurred in direct-to-consumer marketing and consumer communications in the beef industry during the COVID-19 pandemic using semi-structured interviews. This study consisted of 16 participants found via snowball sampling. Participants were Oklahoma cattle ranchers over 18 years old who used one or more channels …