Social and Behavioral Sciences Commons^™

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 …