Agriculture Commons^™

Characteristics Of Face-To-Face Communications In Agriculture Marketing And Customer Service, Ashlyn Ussery

Graduate Theses and Dissertations

As communication forms evolve, it is important for business leaders to not only follow the trends, but to be data-driven and make calculated decisions that are beneficial for their businesses. In this qualitative study, the researcher sought to describe how Arkansas Farm Bureau Federation used face-to-face and computer-mediated communication methods to communicate as an organization and the value their employees and members place on each communication method. Uses and Gratifications theory was used to guide this research and evaluate the results. This theory is unique in that it does not describe the effect media has on people, like many human …